IOC Marketing Report – Beijing 200833 BroadcastingChapter Three In Hong Kong, the live broadcast of the Opening Ceremony proved particularly popular with viewers, with 82% of people who were watching TV at that time tuning in to the coverage, while 95% of the population watched at least some broadcast of the Games. Another highlight was the 800 free public WiFi hotspots that were made available during the Games by internet and mobile rights- holding broadcaster i- Cable, allowing viewers to watch the Games on their computers in these areas. In Australia, more coverage of Beijing 2008 was shown terrestrially than was shown of Sydney 2000. The highest audience was recorded during the Opening Ceremony, when an average of 4.8 million people tuned in. This represented an impressive 72.8% of all those watching television at that time. Internet coverage provided by Yahoo! 7 Olympics also proved popular, with 2.3 million users enjoying more than four million live and on- demand video streams, generating over 32 million page views. Europe In the UK, the BBC revealed that internet and digital television coverage allowed it to increase its Olympic output from 250 hours for Sydney 2000 to 2,750 hours for Beijing 2008. The huge online demand saw the BBC deliver 50 million video streams, compared to just 2.4 million during Athens 2004, and as many as 45% of the BBC's Olympic audience engaged with video from its Olympic site. Around 13% of the UK adult population watched video content from the Games on the internet. By comparison, no more than 1- 2% watched online Olympic video action during the 2004 Games. The television coverage of Beijing 2008 also proved extremely popular across all the key European markets. In the UK, for instance, a total of 41.1 million British viewers watched at least 15 minutes of the BBC's Olympic broadcast. Proprietary research conducted by the IOC in 16 countries after Beijing 2008 also revealed that over 90% of respondents in Spain, Italy and Russia had watched at least some part of the Games on television, while this figure was over 80% in France and Germany. In terms of viewing share, the Games helped the primary broadcasters in Germany – ARD and ZDF – increase their average monthly share of viewing for August by 20% and 18% respectively, compared to the same month in 2007, while in Italy the average share of viewing achieved by dedicated Beijing 2008 coverage on Rai 2 was over twice the annual share achieved by the broadcaster in 2007.

34IOC Marketing Report – Beijing 2008 Chapter ThreeBroadcasting In France, the average share of viewing achieved by dedicated Beijing 2008 coverage on the two terrestrial channels was considerably higher than the channel average share of viewing for 2007, with FR2 and FR3 more than doubling their shares from the same month in 2007. In Italy, the highest rated broadcast was the quarter- final of the men's football tournament, with almost six million people watching the Italian side lose 3- 2 to Belgium. The most popular sports broadcast in France was the men's handball final – in which the French team won gold – which attracted an audience of over 4.1 million people, while the men's singles tennis final was the most watched event in Spain, with over 3.8 million people tuning in to see Rafael Nadal claim gold. In Russia, Rakhim Chakhkiev's gold medal bout in the heavyweight boxing competition drew the largest audience of the Games, with 7.3 million viewers, while the highest rated sports broadcast in Germany was the live coverage of the Germany v Sweden quarter- final match in the women's football competition, with 4.9 million viewers. With more than 30 European Broadcasting Union ( EBU) broadcasters offering Olympic content on their respective websites, European viewers were also able to access a total of 180 million broadband video streams, with over 51 million unique users taking advantage of this extensive internet coverage. This represented the largest online audience ever recorded for Olympic coverage in Europe and was a six- fold increase on the number of users who accessed the 23 million video streams that were delivered by EBU broadcasters for the Turin 2006 Olympic Winter Games. Eurosport – the Europe- wide sports network – enjoyed impressive audience figures throughout the Games too, with a total of 123 million viewers watching its Olympic coverage between 8 and 24 August, and a record total of 42.7 million viewers tuning in on one day – 10 August. Latin America In Brazil, there was an unprecedented level of Beijing 2008 television coverage, with 2,241 hours ( equivalent to almost three months' worth) of coverage shown during the Games. The highest rated broadcast was the live coverage of the Brazil v USA men's beach volleyball quarter- final, which drew in an audience of over 24 million viewers – six million more than the audience who watched Brazilian driver Felipe Massa in the final race of the 2008 F1 World Championship in Sao Paolo.