As the Paris Olympics gets underway, broadcasters like NBC and Eurosport are innovating by enlisting the help of popular stars and social media influencers to create excitement and reach a wider audience.
According to the Financial Times, these television stations are betting on the popularity of TikTokers, YouTubers, Snapchatters, and Instagrammers to draw in a younger, more diverse viewership after they bought the rights to the Olympics.
The rights to the Paris Olympic Summer Games were secured by Television Jamaica (TVJ) for local TV broadcast and by Nationwide 90FM for radio broadcasts. The games are geographically restricted from social media and other cable channels available in Jamaica. RJR Communications Group, the parent company of TVJ and the leading media house in Jamaica, faced a significant financial challenge, reporting a loss exceeding $500 million last year.
Nationwide 90 FM has a substantial digital presence on twitter and YouTube, but according to the latest All Media Survey, it ranks outside the top 10 of the 42 stations on the island, with approximately 4% listenership across Jamaica. With the population being just under three million, radio in general has a total audience of less than 800,000 compared to 885,000 in 2020, a 10% decrease as reported by the 2023 Jamaican All Media Survey conducted by Market Research Limited (MRSL).
On the other hand, social media influencers reach millions of fans both locally and abroad using available social media like YouTube, Instagram, and TikTok with more specific targeting.
One Jamaican influencer told who chose not to be named told WMV, “They (corporate sponsors and media) think of it as separate; they are just missing an opportunity. Our influencers are doing such great work, but maybe it boils down to the fact that they don’t look at it as complimentary to sports or don’t take it seriously. ‘Oh, it’s just a little YouTube, Instagram, or TikTok thing they are doing,’ but social media is a powerhouse.”
Vice President of Jamaica’s second largest television station CVM TV Carlo Redwood told World Music Views, “If we had the rights to the Olympics we would have sent influencers.”
Another influencer said, “Corporate here is so traditional in Jamaica, and it’s really rare that you see people allowing you to do things that you really want to do and be in brand alignment. They are not seeing the value of just being able to post Paris, or how it makes sense in the long term, and that’s the psychology of it.”
The proof however, is in Asian YouTuber Sandra Kwon, a former flight attendant known online as “Jeenie Weenie,” with over 10 million followers, who is in Paris thanks to NBC, providing behind-the-scenes glimpses of the Olympics, sharing her experiences with her large audience.
Kwon told the Financial Times that, “I’m not by any means a sports person. And yet I’m here at the Olympics, it’s insane”, I went to the opening ceremony. That was just another level of awesomeness.”
Among her first assignments by NBC was to watch the Fencing match inside the Grand Palais I the French capital.
NBC also reported that viewership of the 2024 Paris Summer Olympics has significantly increased, with 52 year old rapper Snoop Dogg playing a notable role in boosting the buzz. The opening ceremony drew an average audience of 34 million viewers, up 79% from the 2021 Tokyo Olympics. Snoop Dogg’s involvement, including interviewing athletes and participating in events, has garnered considerable attention and positive feedback. NBCUniversal referred the the Life Of The Party rapper as an “ambassador of happiness” and noting his unique blend of swagger and positivity.
“When you’re the Olympic broadcaster, your audience is everybody. And, it’s young and old. It’s multigenerational, multicultural”, said Gary Zenkel, president of NBC Olympics. “There are certainly audiences, especially among younger generations, who spend more time on short-form content than they do on longer, more traditional, programming. And we will reach them through these platforms.”
With this shift in audience behavior, Neal Mohan, YouTube’s CEO, highlighted the significance of this move to the Financial Times saying: “Our creators are incredibly innovative and know how to connect with audiences. This is a first-of-its-kind collaboration.”
NBC and Eurosport’s strategy also includes creators like British food influencer Underrated Hijabi, who was brought in to cover equestrian events at the Palace of Versailles. Known for her engaging food reviews, she offers a fresh perspective on the Games, making them more relatable and engaging for her followers.
The decision to use social media influencers is inspired by the success of sports documentary series like Formula One’s “Drive to Survive,” which have shown the power of narrative-driven content. By providing unique and real-time insights into the lives of athletes and the behind-the-scenes action at the Olympics, these influencers are expected to enhance the overall viewing experience.
Despite restrictions on live footage and athlete interviews, the International Olympic Committee (IOC) has relaxed some rules, allowing more athlete-generated content from competition venues. This move aims to boost engagement and provide fans with more intimate and immediate connections to the Games.
Rollo Goldstaub, head of global sports partnerships at TikTok, explains the impact to FT : “The real opportunity is to take athletes who you might not recognize in the street and amplify their achievements during their moment to shine.”
Jamaica’s Ministry Of Culture is staging a reggae concert on Friday August 9 at Club 24 in Paris and a Gospel concert on Sunday August 11 at the Espace de la Cokerie.
