Winter Olympics (Beijing Winter Olympic) - Post Event Analysis

Winter Olympics (Beijing Winter Olympic) - Post Event Analysis

Summary

This report looks at the impact of the Winter Olympic Games of Beijing 2022 considering its commercial popularity, backdrop, and viewership. The controversy surrounding the Games saw many TOP sponsors scale back their advertising commitments during the run up to the Games while traditional TV coverage saw a fall in viewership. However streaming services provided something of a rebound for those broadcasters whose coverage was hampered by pandemic conditions and time zone differences.

The second International Olympic Committee event held in as many years in pandemic conditions meant no outside spectators were allowed to the Beijing 2022 Winter Olympic Games. This along with the human rights controversy that followed the host nation in the build up to the Games, meant the Games took place in conditions that weren't favorable for viewing, with traditional coverage at NBC, the BBC and other broadcasters down on Pyeongchang 2018.

Highlights include viewing figure comparisons between Beijing 2022, Pyeongchang 2018 and the delayed Summer Games in Tokyo 2021. Data surrounding the Covid-19 pandemic also highlights the event's impact on the case numbers in the city of Beijing.

Scope

• The report covers the buildup, backdrop and impact of the Winter Olympic Games. The report looks the event's impact on the Covid-19 situation in the city of Beijing, while also tracking the marketing activities of the IOC's TOP sponsors in the build up to the Games, using the latest intelligence from GlobalData Sport's sports advertising database.

• Readers will understand the commercial and viewing popularity of the Games, which sees data surrounding viewing data for traditional TV coverage and streaming services. GlobalData Sport's ads database also highlighting the limited activity of TOP Sponsors in the buildup to the 2022 Winter Olympics.