SBD/July 27, 2011/Research and Ratings

Sports Execs: Live Coverage Of Olympic Events Trumps Primetime Telecasts

Sports industry execs feel that when it comes to TV coverage of the Olympics, the ability to watch live events regardless of the hour of the day is important, according to a Turnkey Sports Poll taken in June. Fifty-nine percent of sports execs polled said live Olympic programming was most important to them, while 36% said the ability to watch coverage in primetime, regardless of the use of tape delay, was most important. Execs were also asked whether they thought Coca-Cola's announcement this past May of which U.S. athletes would be included in the company's "Eight Pack" Olympic marketing effort was too early. Forty-seven percent of execs felt the timing was appropriate, as it gives Coca-Cola maximum promotional opportunities. However, 45% felt the move was too risky, as it pinned brand strategy on some athletes who had not yet qualified for the U.S. Olympic team (THE DAILY).

When it comes to TV coverage of the Olympics,
which is more important?
Ability to watch events live regardless of the hour of day
Ability to watch events in primetime regardless of the potential use of tape delay
Not sure/No response
Was Coca-Cola's "Eight Pack" athlete announcement
more than a year before the '12 Olympics a good idea?
Yes (provides maximum promotional opportunities)
No (too risky to pin brand strategy on individual athletes
until they actually make the Olympic team)
Not sure/No response


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