{"id":10163,"date":"2021-10-29T08:43:56","date_gmt":"2021-10-29T15:43:56","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=10163"},"modified":"2022-05-16T13:02:32","modified_gmt":"2022-05-16T20:02:32","slug":"lessons-learned-from-the-tokyo-olympics-digital-streaming-tegna-clients-win-big","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/lessons-learned-from-the-tokyo-olympics-digital-streaming-tegna-clients-win-big\/","title":{"rendered":"Lessons Learned from the Tokyo Olympics: Digital, Streaming, & TEGNA Clients Win Big\u00a0"},"content":{"rendered":"

The 2020 Olympics were unlike any other. From Allison Felix becoming the most decorated female American track athlete in Olympic history to Suni Lee\u2019s all-around champion Gold Medal in gymnastics, there was no shortage of magical moments – and\u00a0<\/span>TEGNA stations and sponsors brought them to the masses.<\/span>\u00a0<\/span><\/p>\n

As we gear up for the 2022 Winter Games in Beijing, what lessons have we learned from Tokyo?\u00a0<\/span>\u00a0<\/span><\/p>\n

One lesson is that media consumption of the Games is changing. NBCU says the Tokyo Games were the most-streamed Olympics event ever \u2013 at nearly 6 billion streaming minutes, which is an increase of 25% from the 2016 Rio Olympics, and 101% more than the 2018 Games in PyeongChang. On top of that, NBC Sports Digital\u2019s Average Minute Audience of 477,000 viewers in primetime is the best ever for an Olympics.\u200b<\/span><\/p>\n

Meanwhile, TEGNA\u2019s digital platforms also thrived during the Tokyo Games. Daily average Olympics content visitors increased 57% vs. Rio and increased 89% vs.\u00a0PeyongChang. Video plays also increased 30% vs. Rio and 80% vs.\u00a0PeyongChang.\u00a0<\/span>\u00a0<\/span><\/p>\n

Better yet, these magic moments translated into real results for our Olympic advertisers.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to Jeremy Cochran, Director of Marketing at Meals on Wheels People<\/a>, which ran an Olympic campaign with TEGNA\u2019s KGW<\/a>, the Tokyo Olympics were a tremendous boost for the brand.<\/span>\u00a0<\/span><\/p>\n

\u201cWe were able to reach an audience that we aren’t normally able to reach, and the success from our campaign not only over-delivered on the impressions, but it also allowed us to reach our audience in our local market using the Tokyo Olympics on an international scale,\u201d says Cochran. \u201cUsing OTT really increased the bottom line for us, and we saw a higher average donation and we saw more traffic coming to our website during the Tokyo Olympics.\u200b\u201d<\/span>\u00a0<\/span><\/p>\n

Meanwhile in Denver, Derek McCormick, Marketing Manager at The Wild Animal Sanctuary,<\/a> also saw the benefits of an Olympic campaign. \u201cThis summer, we decided to run a couple of new creatives through 9NEWS<\/a> and TEGNA for the Olympics. That drove hundreds of more visitors per day to our location, which is fantastic,\u201d McCormick notes. \u201cIt was a really great success. Having people out here to learn about our mission was one of the biggest outcomes we had.\u201d\u200b<\/span>\u00a0<\/span><\/p>\n

These sentiments back up what\u00a0<\/span>NBCU<\/span><\/a>\u00a0found in a post-Olympics report that found that Olympic advertisers \u201dhave been the benefactors through it all, acting as an extension of the Games in a totally new way\u201d which is \u201cleading to greater recall and positive long-term brand impact.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

The report also found:\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n