Although many seats are empty in Athens, Americans are watching the Olympic Games in big numbers. Last week, the swimming competition, the opening ceremonies and NBC's Saturday coverage were the top three TV shows, in that order, according to Nielsen Media Research.
The swimming competition alone averaged 25.8 million viewers, while Saturday coverage drew 19.8 million fans.
Olympic watchers span the demographic spectrum, but typically, sports attracts males. Males, (65 percent), ages 25 to 34 (31 percent) with a household income of $60,000 to $100,000 (32.11 percent), also frequent other sports Web sites, according to Hitwise data.
Here's a sampling of how marketers are using the sports category to reach this demographic -- when they're not glued to their TV sets:
Goooollllll!
Offline and online media converge on co-branded Spanish-language sports site.
"The Plane! The Plane!"
Fantasy sports take users into their dreams -- and smart marketers are there to greet them.
NASCAR on Wireless Track
With its huge fan base, official site makes logical drive to give them wireless content.
Visa Puts Consumers in the Driver’s Seat
To increase awareness of its sponsorship with NASCAR (and win the loyalty of the sport’s fans), Visa and its agency developed ads that transported fans to the scene.
Direct Connection
Nextel's campaign engages and entices NASCAR fans to choose from a parade of cellphones -- painted like favorite cars.
Face Off
Nextel and NHL team up to offer low rates and free stuff.
