Global Champions, Homegrown Heroes -- US Olympic Athletes Spur Local Television Viewing -- TVB

Strength Courage Hard Work These essential ingredients of Olympic glory mirror our own American character and inspire us to watch and revere the young talent that represents our nation The Olympics have always been a major viewing event attracting bestinclass marketers to support Team USA But although this may be a moment for our national pride on a global stage Team USA is first and foremost an amalgamation of local talentWe often forget that the national audience is built from hundreds of local communities who watch for the chance to see their homegrown heroes become global champions amp8211 and it is these local fans who are driving Olympic enthusiasm A look at the metered market delivery through the duration of Olympic coverage confirms the power of local affinityTVB mapped TEAM USAamp8217s hometowns across America and aligned them with local television markets to uncover the power of local relevance We then monitored the primetime audience delivery for each market by night Across the Nielsen metered and local peoplemeter markets 33 out of 56 boast a hometown athlete in this yearamp8217s Olympic Games To keep the analysis fair only those markets with athletes competing in primetime coverage were considered a amp8220hometown marketamp8221 for each nightamp8217s analysisThe appeal of the Olympics is phenomenal with metered markets outpacing regular season audience levels by 174 When we add the layer of local relevance however we see even greater gains Hometown markets saw household ratings increase by as much as 389 on some nights of coverage across the Olympic durationHometown athletes who brought home Olympic medals also attracted great viewership from their friends and neighbors Several key markets shined throughout Olympic coverageAs American athletes rise to the occasion and the medal platform hometown fans are providing recordbreaking support making Local Broadcast Television an exceptional media platform to engage with fans when they are the most passionate No matter how America fares in the medal count at the end of these Olympic Winter Games our local market TV stations will all be winnersamp160 Stacey Lynn Schulman is Chief Research Officer at TVB where she is responsible for driving insights and media research thoughtleadership about the value of Local Broadcast Television across platforms Stacey can be reached at Staceytvborg Read all Staceyamp8217s MediaBizBloggers commentaries at Local MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Global Champions, Homegrown Heroes -- US Olympic Athletes Spur Local Television Viewing -- TVB

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Stacey Lynn Schulman

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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Global Champions, Homegrown Heroes -- US Olympic Athletes Spur Local Television Viewing -- TVB

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Stacey Lynn Schulman

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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