gotosy

Olympic Games held in the IOC’s preferred period of July / August provide broadcasters with a “guarantee”
that they will be prime-time market leaders with Olympic broadcast. In October, broadcasters would face
lower viewership/ratings levels on a global level when having to compete with other major sports events or
general entertainment / TV programming priorities for the autumn season. Significantly less Olympic
broadcast would also result in lower exposure and impact commercial opportunities. A reduced level of
Games exposure would particularly affect some sports and disciplines.

In July/August, people have more leisure/vacation time. There is therefore a risk that an October Games
would become a “weekend Olympic Games” and, with a reduced demographic reach, broadcasters would have
difficulties in attracting the same audience levels in terms of working people and youth

The proposed scheduling of events presents some challenges with respect to sports to be held in outdoor
venues (16 out of 28 sports). Early morning events would result in:
· A less balanced schedule of events with less events available to prime time broadcast;
· Less spectators and therefore a less TV friendly product;
· Rights Holding Broadcaster personnel having to work longer days with the potential of having to send
more staff on site and thus higher production costs;
· Additional programming issues for the top broadcasting markets due to the time difference.