The eyes of the world are once again focused on Brazil, as the country plays host to the biggest global sporting event, the Olympic Games. For digital users, this increased attention has manifested itself in changes to online audiences and behaviour for the Olympics official website and the Sports category, not only in the host nation, but very noticeably across Europe.
Social media is a crucial communication medium for live events, in this case being used to provide and distribute news and information about the games. Facebook was the main social platform used to share official content before the event, but Instagram has overtaken as the social media star for engagement during Rio 2016.
Some of the key findings:
MMX can help you understand your target audience size and engagement across the globe. All of these metrics can be compared across digital media strategies and used to understand incremental or complementary activity coming from each of them.
To understand what else you can – and should – learn from our MMX data: Request a demo or contact us