After only one week of Olympic Games Italian spectators showed an incredible interest for the year's sports event. Over 37 million (different viewers) on Rai Olympics represent around 80% of those who had a tv set on in that week races.
In particular, younger public, 14.8 million under 44 years age followed the events on tv and showed an enormous interest also on social media. They were looking for original contents and commenting everything, multiplying traffic as ever. Millions of videos were watched on Facebook pages, Twitter interactions were monopolized by discussions on Italian athletes: 76% of all Twitter interactions involved Rio Olympics.
Nielsen Social Content ratings registered over 3million unique surfers commenting and sharing olympics contents, producing over 8 million likes, comments shares. Rai broadcast and social group made available an enormous quantity of images of the several disciplines, also through radio, web and a mobile app dedicated that were downloaded over 500k times.
With Rio 2016 and for the first time in Italy, the digital offer by Rai madie it possible in every moment to see every live broadcast and contents of all competitions.
The social side of Facebook comments describe a public of people between 18 and 34 years (48%) and a female presence of 55%.
Rai2 e Rai Sport were leaders in tv audience, exploiting as a while the potential of Rai Media Company. Rai 2 was the most followed channel especially during the first week of the event (6 out of 7 days). Skeet shooting reached the highest peak, over 6 million viewers, a share of 32,4% during Giovanni Paiello race on Rai 2. during the whole day Rai 2 reaches an average viewing of 1.2 millions (14,8% share) but the highest peaks are recorded during prime time with an average over 2.9 millions and 16,5 share, peaking to over 20% for viewers between 15 and 24 years. Rai Sport 1 and 2, the dedicated sports channels, also in HD, reached an average of 700k viewers for an 8,7% share in the whole day and 9,4% during prime time.
As per the mentioned social platforms, Rai profiles of RaiSport, RaiDue e Radio1Rai, were constantly updating all races results, with pictures collections, comments, video excerpts and live stories from Rio journalists. On dedicated graphic platforms constant updates guided all viewers through the several lineups available on tv channels. On Instagram and Snapchat described the backstage of several competitions.
For the Olympic games Rai also developed a proper website, RaiRio2016 and dedicated app, allowing everybody not to miss a single second of each competition, from every court and arena and for all disciplines. Updates were following medals, highlights, and relevant news.
Unique surfers for Rio 2016 from PCs and mobiles were 1.7 millions including also Rai.tv.
On connected tvs, through the blue button, spectators could find all contents missed in the live broadcasts (370k unique browsers n connected tvs).
