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The Olympics: It's all about broadcasting

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60 years after the first worldwide live television broadcast of the 1964 Olympic Games in Tokyo, the official broadcasters of the Olympic Games in Paris, France Télévisions and Eurosport, are preparing for an exciting and unforgettable broadcast of the event.

100 years after the 1924 Games, France will once again be at the center of the Olympics, and television will be an important medium for this major event.

What TV programs for the 2024 Olympics? 

Since the first television broadcast in 1964, France Télévisions has embodied the tradition of broadcasting the Olympic Games in France. From July 26 to August 11, France 2, France 3, France 4 and a special digital channel will allow you to follow the Games. The program includes all competitions live and in replay, exclusive interviews with famous athletes, special shows (such as the program at the start of the Games, in which Michel Drucker will celebrate his 60-year career since the 1964 Olympic Games in Tokyo) and much more.

Eurosport (Warner Bros. Discovery), which is marketed by Canal+ Brand solution, is in no way lacking behind: More than 3,800 hours of competitions are broadcast on its platforms, including seven special event channels. You can watch your favorite sports in Ultra High Definition on Eurosport 4K or up to 62 simultaneous streams on the Eurosport app. French broadcasts such as "Mon Paris Olympique - Matin" and "Le Mag" combine sharp analysis with entertainment, ensuring that every moment of the games is accessible, analyzed and enjoyed.

Connected Games: Paris 2024 in the era of TV and digital convergence

For those who live and breathe Olympic sport, TV broadcasting goes far beyond the conventional, making Paris 2024 a truly global and connected experience, thanks to linear TV, but also replay and connected TV (CTV).

The experience of the Olympic Games for viewers is changing: it benefits from technology and ensures a deeper experience and maximum access. With these innovations, television is not only broadcasting the Games, but also bringing them to life.

These developments are aimed at seducing advertisers, as Vincent Salini, Digital Commercial Director at France Télévisions Publicité, explains in the white paper "CTV in France":

"Our goal is to demonstrate the complementarity and effectiveness of our commercial offers, depending on specific uses and target audiences. We seek to illustrate that attention varies according to various factors such as the nature of the content, the context, the reading contract, the type of screen, and linear or non-linear usage. In addition, during major events such as [...] the 2024 Olympics, we adopt a total video approach, offering advertising solutions accessible across all media and uses. Sport represents an ideal playground for accompanying this evolution in usage, breaking down the silos between traditional television, sponsorship, digital and segmented television." 

Advertisers can therefore communicate cross-channel, but how can they allocate their media budget to invest in TV? 

TV advertising during the Olympic Games

In the ultra-competitive arena of advertising during the Olympic Games, every advertiser is aiming for the gold medal. However, given the fragmentation of audiences, which channel should be favored?

With new usages, in this context of hyper-distribution of content on the TV screen, advertisers can build media plans between classic linear TV, segmented linear TV, replay and CTV (AVOD, FAST, SAVOD...), but with what results?  

To measure the exposure and engagement of each spot broadcast, Realytics has developed the Bee solution, voted video solution at AdTech 2023.

Bee, the unified TV audience measurement analysis solution, keeps you on track. Measure and compare linear TV, segmented TV and TV replay on IPTV, or measure and compare TV replay (BVOD), AVOD and FAST on OTT.

The insights obtained enable advertisers to measure the coverage contribution of segmented TV and/or the coverage contribution of TV replay and CTV offers, and to observe duplication levels. They can also gain incremental reach points, by capturing the audience of small TV consumers, for example. But Bee also adapts to your specific needs.


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