Marketing Report London 2012 - International Olympic Committee

Chapter Three / BROADCASTING 35
In France, approximately 85% of the population watched the Olympic Games on television, with the
average audience of dedicated coverage on France Télévisions more than double that achieved by
coverage of Beijing 2008 or Athens 2004. Olympic content also helped France 2 achieve its highest
daily share of viewing for seven years.
In Italy, there was a total of 4,113 hours of Olympic content aired by the IOC’s broadcast partner Sky
Italia and the sub-licensee Rai – equivalent to almost half a year of solid broadcast coverage. In total,
over 72% of the Italian population watched London 2012 coverage, while the highest rated broadcast
was watched by 1.9 million more viewers than the highest rated Beijing 2008 broadcast.
In Germany, London 2012 coverage on ARD and ZDF was watched by a total of 48.5 million viewers
– approximately 68% of the German population – and represented a 7% increase on coverage of
Beijing 2008. The most-watched broadcast saw 9.7 million viewers tune in to see Bjorn Otto and
Raphael Holzdeppe win silver and bronze medals respectively in the men’s pole vault.
RTVE in Spain, NRK in Norway and NOS in the Netherlands also enjoyed impressive viewing figures,
with the most-watched sports broadcasts in each country receiving more viewers than any coverage
from the last three editions of Olympic Games.