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IOC Marketing Report – Beijing 200829 BroadcastingChapter Three

Chapter ThreeBroadcasting Global Broadcast Highlights As well as being the most watched sporting event in history, the demographic profile of Beijing 2008 Olympic Games viewers indicates that there was a higher representation of female viewers compared to other major sports events, with 47% of the global audience being female. The information below offers a breakdown of the Beijing 2008 coverage highlights and viewing figures in key markets around the world. North America NBC Universal, the rights- holding broadcaster in the US, enjoyed superb ratings for its Beijing coverage, reaching a record total of 215 million viewers by the end of the Games – the most ever recorded in the history of US broadcasting for a single event. The delayed coverage of the Opening Ceremony drew an average audience of 32.6 million, while Michael Phelps' historic eighth gold medal attracted the largest audience on a Saturday night in 18 years, with 30.6 million people tuning in. NBC's website, nbcolympics. com, also enjoyed record- breaking results, with 1.3 billion page views, 53 million unique users, 75.5 million video streams, and approximately 10 million hours of video consumed. In total, NBC offered its largest Olympic broadcast in history with a total of 3,600 hours of coverage being made available to viewers across television and the internet – more than the combined total of every previous Summer Olympic Games televised in the US. CBC were the official broadcaster of the Games in Canada, airing a total of 749 hours of dedicated Beijing 2008 coverage across four channels – two terrestrial and two on cable/ digital. In total, the level of television coverage of Beijing 2008 in Canada was 51% greater than the coverage enjoyed by Athens 2004 and 47% more than the coverage of Sydney 2000. 30IOC Marketing Report – Beijing 2008