Paris 2024 Olympics: A Glimpse into the Future of Programmatic Advertising in Sports


07 February 2024

Paris will host the 2024 XXXIII Olympic Summer Games from 26 July to 11 August. Paris will be the primary host city, accompanied by 16 additional cities throughout metropolitan France. Additionally, a subsite will be established in Tahiti, an island within the French overseas territory and overseas collectivity of French Polynesia. Notably, these Games will mark the first occasion where an equal number of male and female athletes participate. The anticipated cost of the Paris Olympics is €8.3 billion (according to, covering various expenditures, including advertising.

In the 8th century B.C., the first Olympic Games unfolded in the ancient city of Olympia, Greece, becoming a four-year spectacle that endured for 12 centuries. Regrettably, in the 4th century A.D., Emperor Theodosius I proscribed all pagan celebrations, leading to the cessation of the Olympics. Despite this hiatus, the spirit of athleticism experienced a revival approximately 1500 years later, as the modern era welcomed the recovery of the Olympic tradition in 1896, once again gracing the historic land of Greece.

Some Facts About Broadcasting and the Olympic Games

  • The IOC partners with broadcasters to enhance live coverage globally, leveraging advanced technologies like HDTV, online streaming, and mobile access.
  • Tokyo 2020 broadcast feed reached 10200 hours.
  • Olympic broadcast partnerships ensure financial stability and sustain the future of the Games.
  • The Olympic Games 2020 generated 3,107 million USD compared to 1,2 million USD in 1960.
  • Television broadcasting stands as the foremost catalyst in championing the Olympic ideals and fostering the global expansion of the Olympic Games.

The Rise of Sport Advertising

The Olympic Games have consistently provided a significant platform for advertisers, as they are viewed in intensely engaged environments. With the increasing availability of options for consumers to access live sports content, fans now choose to watch the Olympics in real-time or catch up through various streaming services. This shift has made programmatic advertising and Digital Out-of-Home a valuable opportunity for advertisers to use their advertising strategy and assess results by analyzing audience engagement.

Amidst the 2020 Tokyo Olympic Games, a noteworthy trend emerged as 20% (according to of millennials in the UK chose to partake in online viewership, signifying that one in every five Olympic fans in the UK preferred the convenience of digital streaming. This shift aligns with projections for the livestreaming market, which is anticipated to soar to $247.27 billion by 2027. Enthusiastic sports fans, attracted by the accessibility and cost-effectiveness of digital platforms, are guiding the trajectory towards this burgeoning trend. Impressively, the overall viewership statistics are staggering, with a total of 3.05 billion (according to International Olympic Committee: unique viewers engaging in coverage through linear TV and digital platforms. Tokyo 2020 has taken place in history, emerging as the most-watched Olympic Games ever on digital platforms.

In digital broadcasting, the rise of sports events streaming online opens doors for advertisers to leverage programmatically connected TV platforms. This avenue offers an exceptional chance to tap into expanding CTV audiences, enjoy campaign flexibility, and overcome budgetary constraints.

Why Do Live Sports Advertising Budgets Go To Streaming Platforms?

The allure of sports for advertisers has long been evident, as games attract highly engaged audiences. Today, consumers enjoy a multitude of options for accessing live sports content. The accessibility of Over-the-Top platforms has a key role in expanding the fan bases of streaming services. For instance, a recent study highlighted a notable surge in viewership intent during this year’s Tour de France. Specifically, 18% of UK respondents said the ease of access to the streaming channel was a pivotal reason influencing their interest in watching it.

The COVID pandemic was a catalyst, hastening the transition towards digital viewing. Most major European football clubs have ventured into Over-the-Top services, like Manchester United’s MUTV SVOD platform. Furthermore, streaming platforms are gaining access to broadcasting rights, with live sports streaming service Dazn making history as the first streamer to secure exclusive rights to a top domestic league in its home territory.

Streamers are captivating audiences with their advanced technology, revolutionizing the viewing experience. Programmatic Connected TV empowers fans by offering interactive features and modern conveniences like Video on Demand playback, live stats, analysis, and exclusive behind-the-scenes footage. Remarkably, 69% of sports enthusiasts worldwide have attested to the enriching impact of emerging technologies on their overall viewing experience.

The Last Word

As we anticipate the 2024 Olympic Games in Paris, we also look forward to a new phase of programmatic advertising development. The Olympics, steeped in tradition, have embraced modern broadcasting technologies, providing a premier platform for advertisers worldwide. With partnerships between the IOC and broadcasters enhancing global coverage, the Games remain financially stable and steadfast in their spirit.

The field of sports advertising is changing rapidly, pushed by the rise of digital streaming platforms and increased online viewership. Tokyo 2020 saw unprecedented engagement, with digital platforms becoming the preferred choice for millions of viewers. Advertisers find new opportunities through programmatic Connected TV as digital broadcasting expands, offering personalized experiences and interactivity.

In the digital age, the allure of sports remains strong, attracting engaged audiences to streaming platforms globally. As streaming technology evolves, offering immersive experiences, the future of sports advertising holds promise, reshaping how we engage with live sports content and ads.



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