Olympic Winter Games Records Broken as Part of Salt Lake 2002

23 Feb 2002
IOC News Press Release

SALT LAKE CITY, Utah (23 February 2002)

- The International Olympic Committee (IOC) today announced that the marketing programmes for the 2002 Olympic Winter Games have succeeded in all areas, reflecting unprecedented public interest in the Olympic Winter Games.

Record ticket sales, global television broadcast ratings and licensed merchandise sales, combined with the most successful sponsorship and general marketing programme in Olympic Winter Games history, demonstrate the success of the Salt Lake 2002 Games.

The IOC praised the efforts and achievements of the Salt Lake Organizing Committee (SLOC), the Olympic Properties of the United States (OPUS) and the city and venue authorities for the marketing success and for the presentation of the Games.

"The 2002 Salt Lake Olympic Winter Games has set a new standard in Olympic Winter Games marketing," said Gerhard Heiberg, Chairman of the IOC's Marketing Commission.

"A new benchmark has been established for the Look of the Games achieved through a new level of co-operation between the Organizing Committee and City authorities. The visual impact of these Games has provided a unique stage for the athletes, stunning shots and footage for the global media and maintained the special nature of the Olympic experience.

We are very pleased and impressed with all marketing programmes - and importantly, the partners and sponsors are extremely satisfied with all key objectives met," said Mr Heiberg.

The IOC's Games-time surveys with spectators, athletes, corporate guests and media, conducted throughout the past two weeks by Sports Marketing Surveys (SMS), is already showing high marks for these Games. Top line results from the spectator and corporate guest surveys indicate high praise for the Olympic Games, for personal experiences at the Games and for opinions of sponsors and their involvement.

When asked about the key aspects enjoyed at the Olympic Games, results put ‘the atmosphere' first followed by ‘the people we've met' and ‘the volunteers' in second place. When asked about sponsors, 92% said that sponsors contribute greatly to the staging of a successful Games and 90% said they welcomed sponsorship as it helps the Games to continue.

Worldwide and national sponsors have reported significant success with Games' marketing programmes. Spectator attendance is high for sponsors' activities at the Games with thousands of people visiting Olympic Rendezvous@Samsung, Coca-Cola On Ice and other key sponsor-hosted activities all designed to enhance the spectator experience at the Games.

The IOC has also commended the successful and smoothly operated technology infrastructure delivered by a consortium of Information Technology partners. The delivery of Information Services has been effectively successful and validated the IOC's decision to move from working with a single vendor to a ‘one-team' consortium led by worldwide partner SchlumbergerSema.

The decision to return to a consortium of experts has allowed the IOC to significantly reduce overall technology-related costs.

Ticket Sales

According to the latest reports available, ticket sales have broken all records for an Olympic Winter Games with 95% of all available tickets sold. Over 1.52 million tickets have been sold so far resulting in a revenue of around US$182 million. The Salt Lake Organising Committee expects sales to have increased by the end of competition and the Closing Ceremony.

Global Broadcast audiences

Broadcasters around the world have reported record audiences for coverage of the 2002 Olympic Winter Games with significant audience increases on the 1998 Nagano Olympic Winter Games.

NBC has announced record-breaking audiences for its coverage of the Winter Games with 84% of all US television households tuning in. Ratings so far have peaked at 26.8.

Canadian broadcaster, CBC achieved an overall increase of 19% on the Nagano Games with 4 million people watching the figure skating pairs long program and 6.2 million tuning into the Women's Gold medal Ice Hockey game on Thursday this week - a number expected to be surpassed tomorrow.

Eurosport has broken all of its audience records with its 24-hour coverage of the 2002 Games. The network reports that 120 million different viewers are expected to have tuned in by the end of the Games with 30 million different viewers every day.

Other European broadcasters have all reported major increases over Nagano with the BBC gaining an audience of 5.7 million late at night for women's Curling and German broadcasters ARD and ZDF regularly exceeding audiences of 10 million.

The IOC will issue a complete overview of the 2002 global broadcast report when all data is available.

Licensing and Concession sales

Sales of merchandise have exceeded budgets with expected sales from all merchandise, coins and conces

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