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.

Beijing 2008 Broadcast Highlights  Broadcasts available in more territories than ever before  A potential TV audience of 4.3 billion  Record TV ratings around the world  A record of over 5,000 hours of live broadcast feed  First fully high- definition live Games broadcast  First fully digital Games, featuring internet and mobile phone coverage around the world  Over 21 million views on the IOC's digital channel across Africa, Asia and the Middle East  More than six million people in the US watched coverage of the Games on their mobile phones  Record traffic to Games- related websites IOC Marketing Report – Beijing 200835 Terra, the digital media rights- holding broadcaster in Latin America, offered 13 online channels to subscribers, allowing them to choose which events to watch, with over 300 hours of available action from all competitions. During the Games, Terra's Olympic site registered 29 million video streams and over ten million video- on- demand downloads. Africa Territories in Africa received more than 9,510 hours of dedicated Beijing 2008 television coverage. Football enjoyed the most dedicated coverage across the continent, with 508 hours of airtime, while basketball proved to be the second most popular, with a total of 310 hours of coverage. South Africa offered more coverage than any other territory in Africa – a total of 1,891 hours – with terrestrial broadcaster SABC providing 215 hours and multi- platform broadcaster Supersport airing 1,676 hours. Note – for comprehensive broadcast audience figures, please refer to the IOC's Global Broadcast Report.