FOR IMMEDIATE RELEASE
SOCHI GAMES RECAP No. 1: Fan engagement through social, digital, broadcast platforms reached new highs during Sochi 2014 Olympic and Paralympic Winter Games
Three-part series of Sochi Games recaps released this week to focus on fan engagement highlights
COLORADO SPRINGS, Colo. – Fans across the country engaged with and experienced the Sochi 2014 Olympic and Paralympic Winter Games in numbers never seen before, consuming the Games on multiple platforms, interacting with athletes, and setting records for media consumption. Through platforms of the United States Olympic Committee, NBCUniversal, and the athletes themselves, media engagement of the 2014 Games reached new heights. For instance, content consumption of the Sochi Games on USOC platforms was 21 percent higher than London 2012 and 250 percent higher than Vancouver 2010.
Team USA social media
Social media consumption on Team USA channels accounted for approximately 1.01 billion impressions and 1.24 million #TeamUSA mentions. The USOC tracked social media activity on the Team USA Social Hub, the USOC’s social media platform that combines feeds from U.S. Olympians and Paralympians across Instagram, Facebook and Twitter. The metrics included mentions, likes, shares, photos and interactions across these platforms.
Additionally, the USOC implemented several social “firsts” throughout the Games, such as the launch of its first game, Team USA Pinsanity, which amassed 27,000 Facebook and mobile users who collected more than 187,000 virtual pins; Facebook fan voting for Team USA’s inaugural awards show, the Best of U.S., which will air April 7 on NBCSN; 24-hour social media coverage; impromptu Twitter Q&A’s with U.S. medalists; and #dayinthelife athlete takeovers on Twitter, Facebook and Instagram.
Team USA social platforms by the numbers
TeamUSA.org and the Team USA Road to Sochi mobile and tablet app
TeamUSA.org also performed well, setting record viewership highs over the Sochi Games period. In another first, the USOC utilized an athlete – Olympic figure skating champion Kristi Yamaguchi – as a digital ambassador throughout the Olympic Winter Games, providing hosted in-depth features and behind-the-scenes video coverage. TeamUSA.org also provided live streaming of all Paralympic events and medal ceremonies, and in-depth athlete video features which were also available on demand.
Making its Winter Games debut, the Team USA Road to Sochi mobile and tablet app, bolstered by its iTunes designation as “Best New App” before the Games, notched more than 8.4 million page views. Key features of the app included a “My Team USA” function, which allowed users to build their own roster from all Team USA athletes; in-depth athlete profiles; unique and timely editorial content; and a customized “cheer” button that enabled users to send personal messages to athletes via social media.
TeamUSA.org and the Team USA Road to Sochi mobile and tablet app by the numbers
The USOC’s broadcast partner, NBCUniversal, also notched viewership records during the Sochi Games. Netting 242.3 million media exposures across its broadcast, cable and digital properties, NBCUniversal reached more Americans via more platforms than any Olympic Winter Games, ever. This unprecedented multiplatform approach included 29 days of programming – 18 Olympic and 11 Paralympic – and 1,500+ hours of coverage on NBC, four cable channels (NBCSN, CNBC, MSNBC and USA Network), NBCOlympics.com and the NBC Sports Live Extra and NBC Olympics Highlights and Results apps.
In addition, NBC produced the most dominant Olympic Winter Games primetime coverage on record by a broadcast network in viewership, household rating and the adult 18-49 demographic. NBC’s Sochi Olympic Winter Games primetime viewership averaged 21.4 million per night, up 6 percent from the last European-based Winter Games in 2006, and was the No. 1 show on all 18 nights of primetime based on household rating, while Vancouver 2010 was ranked No. 1 for 14 of 17 nights and Torino 2006 was No. 1 for 8 of 17 nights. Ratings and viewership also increased for NBC News and affiliate news programming throughout the Games, including TODAY and NBC Nightly News, which were the No. 1 ranked morning show and evening news program, respectively, during both weeks of the Games.
Providing an unprecedented 50 coverage hours of the Paralympic Winter Games, NBC Olympics reached nearly 4 million viewers across both NBC and NBCSN. This was up roughly 180 percent from the 1.4 million who watched NBC Olympics’ 5.5 total hours of Paralympic coverage of the London 2012 Games.
NOTE: This is the first of three Sochi 2014 recap releases to be issued by the USOC. The next two releases will include data from the USOC’s Russian and domestic-based activations leading up to and throughout the Sochi 2014 Olympic and Paralympic Winter Games. These releases will be posted to PressBox.TeamUSA.org.
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