GSI Report 2016 – Do billions of people really watch sport?
Do billions of people really watch sport?
Sport loves a big number. Take the recent Opening Ceremony at the Olympic Games in Rio de Janeiro, Brazil. Three billion viewers was the figure widely reported as the expected global reach of ‘The Greatest Show on Earth’.
But what is this figure likely to be in reality?
Analysing the average viewing figures of 5 key Olympic markets we can see a slightly different picture:
As we can see, 5 of the key Olympic markets produced a combined average of less than 34 million viewers for the ceremony, albeit the event went out in the early hours of the morning in Europe.
The likely worldwide average audience figure for the Opening Ceremony is probably less than 300 million, still a good number, but one tenth of the figure of 3 billion.
But what is audience reach and average viewers and how are they calculated?
Sportcal’s soon to be published Global Sports Impact Report 2016 explains this whole area of media coverage and media measurement and clarifies clearly what this terminology means and why there is a need for a new standard methodology for presenting meaningful audience figures.
Supporting this analysis is a presentation by the Media Intelligence Service from the European Broadcast Union (EBU) which has its own concerns about the way that audience data is presented currently and explains its own ideas for establishing a new standard around hours viewed.
Sport loves a big number but that number needs to be meaningful and understandable.
The Global Sports Impact Report 2016 is packed with analysis and data on all the major sporting events of 2015, and all the major developments in sport in the last 18 months.
Sport delivers a wide range of holistic impacts that vary from economic through to media, sporting and social. New to the 2016 report are chapters on sports governance and legacy, two key topics given recent history.
The report examines a wide range of major sporting events and leagues and the impacts they have on their host cities and nations, including economic, tourism, sporting, media, social media, sponsorship, social and - new for 2016 - governance and legacy impacts.
Packed with analysis, the report is a must-read for anyone involved in sport.