Broadcasters and advertisers expected a lot from the Olympics - was it worth it?

Dan Lovinger, president, advertising sales, NBC Sports Group, highlighted that "the Paris Olympics were consumed in massive numbers," noting a daily average of 30.4 million viewers, leading to record ad revenues.

Mike Rich from Warner Bros. Discovery reported that the Games reached 215 million viewers across Europe, which is a 23% increase from Tokyo 2020, emphasizing the significant engagement and growth in streaming.

Victoria Appleby from Channel 4 remarked on the resilience of 'Event TV,' stating, 'People talk about fragmentation and viewing, but ultimately when we have these big events we draw huge numbers.'

Read at Digiday