Viacom18’s broadcast of the Paris 2024 Olympics set a new record for viewership in India, with over 17 crore people tuning in across both digital and linear platforms. The coverage, offered for free on JioCinema and the Sports18 Network, resulted in more than 1500 crore minutes of watch-time.
This year’s Olympics were a first for India in several ways. It was the first time the games were broadcast in 4K quality, and there were 20 different feeds available, including 17 focused on specific sports and three curated feeds. The broadcast was multilingual, with coverage in English, Hindi, Tamil, and Telugu.
Key Highlights:
- Record Advertising Revenue: Viacom18 saw a 2.6 times increase in advertising revenue compared to the previous Olympics. A record 69 brands participated in the broadcast, including major sponsors like Reliance Foundation, SBI, JSW, Coca-Cola India, and Air India.
- Innovative Advertising: The coverage featured creative advertising options like Split Screen ads and Branded Tabs on the Medal Tally, which boosted engagement during critical moments of the Games.
- Ongoing Access: Viewers can continue to watch highlights and their favorite Olympic moments through JioCinema, available on both iOS and Android.
Kiran Mani, CEO of Viacom18 – Digital, commented on the success, highlighting the growing interest in non-cricket sports among Indian audiences. He emphasized that the Olympic coverage was not only a world-class production but also featured expert analysis from former Olympians, local language commentary, and a variety of engaging content. Viacom18’s goal is to enhance the sports viewing experience and provide valuable opportunities for advertisers to connect with their audiences effectively.
