How Paris 2024 Recaptured the Hearts and Minds of the United States

The Olympic Games have always been a global spectacle, but their significance as a cultural and economic powerhouse relies heavily on capturing key markets like the United States. The recent resurgence in U.S. viewership for the 2024 Paris Games highlights the critical importance of maintaining and expanding this audience to ensure the Games’ continued success and influence.

Following the Tokyo Games, which recorded the lowest prime-time viewership in Olympic history, the Paris Games have seen a dramatic turnaround. NBCUniversal’s coverage of the opening Sunday in Paris attracted 41.5 million viewers across its platforms, nearly matching the NFL’s most-watched regular-season game last year. By Thursday, NBC’s prime-time coverage had an average of 34 million viewers, a staggering 79% increase from the Tokyo Games. 

The choice of Paris as the host city has played a crucial role in this resurgence. The city’s iconic landmarks, such as the Eiffel Tower, Palace of Versailles, and Arc de Triomphe, provide a visually stunning backdrop that captivates viewers. These historic sites have been used strategically for events, enhancing the visual appeal of the Games. The time zone difference, more favourable compared to previous hosts in Asia, also makes live viewing more accessible for U.S. audiences, boosting ratings significantly.

NBC has adopted innovative approaches to its Olympic coverage, contributing to the renewed interest. Peacock’s “Gold Zone,” a dynamic highlight show, has quickly gained popularity. Hosted by Scott Hanson, the show focuses on high-stakes moments and has doubled its audience since its debut. NBC’s creative use of technology, including AI-generated highlights, has enhanced the viewing experience, making it more engaging and accessible. The “Paris Prime” strategy, which televises events live in the afternoon and replays them in prime time, has effectively increased viewership without detracting from prime-time audiences.

Star athletes from Team USA have also played a vital role in attracting viewers. Performances by athletes such as Simone Biles, LeBron James, and Katie Ledecky captivate audiences with their medal-winning performances, while viral sensations like rugby player Ilona Maher capture the imagination of viewers. The presence of live crowds and the absence of COVID-19 restrictions have brought back the full glory of the Olympics, further boosting interest and engagement.

NBCUniversal’s proactive marketing strategy was instrumental in revitalising interest in the Games. The network began its marketing efforts more than a year in advance, enlisting celebrities like Snoop Dogg and Peyton Manning to attract new and younger viewers. This forward-thinking approach set a new standard for Olympic marketing, drawing substantial new audiences and setting the stage for future Games.

The Paris Games are paving the way for upcoming Olympics in Los Angeles in 2028. The success in recapturing the U.S. market demonstrates the importance of strategic planning, innovative broadcasting, and engaging content to maintain and grow the Olympic audience. As the Olympic movement looks to the future, the lessons from Paris will guide strategies to ensure the Games remain a cultural and economic cornerstone in international sport.