Case Study

/2024 Paris Summer Olympic Games

205,000,000

ORGANIC VIDEO VIEWS

14,000,000

ORGANIC ENGAGEMENTS

273%

HIGHER 6-SECOND VTR THAN TIKTOK BRANDED MISSION BENCHMARK

Strategy: Knowing sports content historically did not perform well on our channels, we leaned into social trends and employed social listening to cater content to public sentiment. Our team on the ground was reactive in real time to capitalize on these moments. We also launched a TikTok Branded Mission and Branded Effect campaign to connect Access Hollywood with coverage of the Games.

Objective: Drive tune-in for Access Hollywood’s Paris 2024 Countdown Week on linear and create moments that not only grow the Access social audience, but assist in promoting overall awareness of the Summer Games on Peacock.

Results: Access Hollywood amassed more video views during the Olympic Games than all of the 2024 award season combined (151M) with 205M organic views and 14M engagements.

The TikTok Branded Mission and Branded Effect generated 34M views and 3M engagements. Submissions were 43% and 81% higher than TikTok’s Media & Entertainment benchmarks.

Access Hollywood’s Paris 2024 Countdown Week was the show’s most-watched week of the season.

Organic Content

5M Views

330K Engagements

55M Views

2M Engagements

2.5M Views

110K Engagements