What moves us – Winter Olympics in the media

What moves us – Winter Olympics in the media

The 23rd Winter Olympic Games ended on 25 February in PyeongChang. The event was exceptional in many respects, even though it ended with just two medals for the Polish team. PRESS-SERVICE Monitoring Mediów checked how the Winter Olympics reverberated in the media and how the Internet users reacted to the athletes’ competition.

The participants of the 2018 Winter Olympics competed in 102 medal events, in 15 different sport disciplines. Four medal events were organised for the first time. Among the Polish observers the strongest emotions were stirred by the team of the Polish eagles, who won a bronze medal, and Kamil Stoch, who reached for a gold medal.

In the period from 9 to 25 February, 39 thousand materials on the subject of the Winter Games were published on the Internet, in the press, on the radio and television. The largest percentage of the publications, as much as 69% of them, were published on the Internet. Communication released by radio stations accounted for 16% of the materials, with publications in the press and on television accounting for 8% and 7% of the materials, respectively.

However, it was not the Internet that exerted the strongest impact. The radio communication generated as many as 1.2 billion potential contacts with the information, representing 64% of the entire communication on the subject of the Winter Olympics. Television materials produced less than half the potential contacts – 0.6 billion. The press generated a reach of 0.08 billion while the Internet generated 0.05 potential contacts.

Number of publications on Winter Olympics and their reach

The largest number of materials in the Polish media concerned ski jumpers – in particular, the first Olympic ski jumping event held on 10 February. The materials focused on Kamil Stoch and Stefan Hula. Another peak in the chart showing the distribution of the media materials over time came on 17 February, when Kamil Stoch won a gold medal, and the third peak coincides with the bronze medal won by the Polish ski-jumping team.

59% of all the materials were recorded in the Polish national media. A high activity was observed also in the regional media. The largest numbers of publications were published in Śląskie Voivodeship – 4.2 thousand publications, and Małopolskie Voivodeship – 1.7 thousand. Mazowieckie and Kujawsko-Pomorskie Voivodeships each produced 1.3 thousand materials.

The largest number of the potential contacts with the recipients of the media communication was observed in Wielkopolskie Voivodeship – 13.6 million, and in Mazowieckie Voivodeship – 8.4 million potential contacts.

Sport portals were some of the most active sources – in particular, Eurosport.interia.pl, Sport.onet.pl, Sportowefakty.wp.pl, Polsatsport.pl and Przegladsportowy.pl. The largest reach was boasted by Radio RMF FM, Radio ZET and Polish Radio 1.

The authors of the largest number of signed publications were Przemysław Franczak (Polska Press, Naszemiasto.pl), Tomasz Biliński (Polska Press) and Szymon Kamczyk (Naszemiasto.pl).

The value of the entire communication on the Winter Olympics in the traditional media was estimated at a total of PLN 255.5 million. The medium with the highest estimated AVE was TVP1 – PLN 32 million. The estimated AVEs of the materials aired by Polskie Radio 1 and RMF FM amounted to less than half that amount.

We observed also high activity among the users of the social media. The largest number of comments on the sport event was published by the users of Facebook – 104 thousand posts. Twitter produced 62 thousand mentions. The social media produced a total of 196 thousand comments and posts.

The number of mentions and comments on the Winter Olympic Games in the social media

Download report “Winter Olympics in PyeongChang”

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