Marketing Report London 2012 - International Olympic Committee

40 Chapter Three / BROADCASTING
Latin America
In Brazil, there were a total of 2,587 hours of London 2012 television coverage – more than was
aired for any other Games in history – with the free-to-air coverage that was aired by Rede Record
watched by 86 million viewers, or 73% of the potential audience. The most watched event was
the live coverage of the men’s gold medal football match between Brazil and Mexico, which was
simulcast across three channels and achieved a combined audience of 9.9 million viewers.
The match also proved popular in Mexico, where 11.48 million viewers across three networks tuned
in to watch Mexico beat Brazil 2-0. This represented 12.4% of the country’s potential television
audience and 62% of those who were watching television at the time.
In Argentina, live coverage of the country’s only gold medal performance attracted the highest
television audience of the Games, with 1.8 million viewers tuning in to watch Sebastian Eduardo
Crismanich win the men’s -80kg taekwondo competition.
Pan-Latin America online media company Terra, meanwhile, served a total 122.4 million video
streams, including 10 million to mobile, with over 4,750 hours of coverage available in both Spanish
and Portuguese languages. In total, there were 125 million visits to the site by 62 million unique users.
Africa
In South Africa, television coverage of London 2012 was seen by 26.5 million viewers, which
represents 67% of those with access to a television. The most watched event was the women’s
football match between Sweden and South Africa, which saw 2.7 million viewers tune in.
In Sub-Saharan Africa, a specifically tailored feed was provided for the first time in the region
and in turn the official free-to-air terrestrial channels broadcast a total of more than 3,500 hours
of coverage.