Sochi 2014: First Russian Winter Games set broadcast coverage record

Sochi 2014: Broadcast output almost double that set in Vancouver in 2010, say IOC from Sochi

By Jonny Green
Options open: Three screens Photo: Jonny Green

Global broadcasting of the Winter Olympics in Sochi has exceeded viewing figures for any previous Winter Games, said the International Olympic Committee.

Timo Lumme, managing director of Olympic television and marketing, revealed that broadcast output currently stood at 102,000 hours across 464 television channels and 230 digital destinations.

This is almost double that of Vancouver four years ago which had 57,000 hours shown across 240 broadcasters.

It is interesting that we are not just seeing people stay on mobile… It is a tendency that the smaller screen is becoming the first screen

Timo Lumme

“The global broadcast is bigger than ever before for an Olympic Winter Games,” Lumme said. “Television coverage is 42,000 hours against 32,000 in Vancouver, and the digital component is 60,000 hours against 25,000 hours in Vancouver.”

Lumme estimated that half a billion people worldwide had tuned in to the opening ceremony.

The 230 digital destinations can be broken down into 155 website and 75 applications, showing a shift away from traditional fixed screens to more mobile devices, although people are often flicking between the two.

“It is interesting that we are not just seeing people stay on mobile,” Lumme added.

“It is a tendency that the smaller screen is becoming the first screen, but people are coming back to use the big screen as a first screen and then redeploying the smaller screen as the second screen.”

Canada has recorded the highest proportion of viewing figures, with 90% of Canadians watching some coverage of the games. Three-quarters of Russians have tuned in to their home games while over half the US population have watched some coverage.

Two-thirds of Koreans have also tuned in while 190 million people in China have watched at least 15 minutes of coverage.

The Sochi 2014 organising committee have been similarly successful on the commercial side, raising $1.3 billion in domestic sponsorship, a record for the Winter Olympics.

Samsung are a proud partner of Team GB and are supporting the Samsung Galaxy Team. To meet the team, see exclusive content and win amazing prizes, including once-in-a-lifetime winter sport training sessions with the Samsung Galaxy Team athletes, visit: www.samsung.com/uk/sochi2014

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