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 1. Data
 2. Audience Data

August 20, 2024


HOW PARIS OLYMPICS LED TO TRAFFIC BOOST FOR LEADING NEWS PUBLISHERS

Olympics website data deep dive for leading UK and US publishers.

By Bron Maher


US Olympic gymnast Simone Biles performs with the US gymnastics team at the
Paris Olympics. Picture: Shutterstock
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Many leading UK news publishers saw a bump in website traffic during the Paris
Olympics, data from digital market intelligence company Similarweb shows.

US sites meanwhile saw a drop in visits compared to the previous fortnight,
likely because the weeks before the event saw the Donald Trump assassination
attempt and news Joe Biden was standing down as president.

But in both the US and UK the year-on-year traffic trends were strongly up and
publishers reported far more interest in the Paris games than the covid-impacted
2021 Tokyo event.



Among top UK news sites, the publishers that saw the largest bump over the
18-day Olympic period this year were the BBC (visits up 5% on the 18 days
immediately before), The Independent (10%) and the Birmingham Mail (12%).


PUBLISHERS SAY THEY SAW AS MUCH AS DOUBLE THEIR 2021 TRAFFIC FOR 2024 OLYMPICS

Mail Sport said it received double the average daily page views at the 2024
Olympics versus Tokyo, which had been scheduled for summer 2020 but was
postponed because of the Covid pandemic and took place without spectators.


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The Sun, similarly, told Press Gazette it saw 70% higher site traffic on Olympic
articles this summer, and The Guardian’s total page views were 44% higher than
during the Tokyo Olympics and 52% higher than Rio de Janeiro’s. Daily page views
were “up every single day except one compared to previous Games”, a spokesperson
for The Guardian said.

Independent editor Geordie Greig said in a statement that site traffic was “33%
higher than forecast” over the Paris Olympics and that the title’s reporting on
Imane Khelif, a female boxer subjected to online backlash over her gender,
“generated 20% of our overall Games traffic”.

“Gymnast Simone Biles, sprinter Noah Lyles and British tennis hero Andy Murray
also captured our readers’ imagination,” he said, “with millions of people
reading our industry-leading commentary from our correspondents in Paris.”

Mail Sport said it saw more than 100 million page views on Olympic-specific
stories. The publisher added that it saw its third-most daily page views in the
last four years on Tuesday 6 August, a day that featured the finals of the men’s
1,500 metre and the women’s 200m runs.

The Guardian said the fourth day of the games, 30 July, saw its greatest
traffic, “with Simone Biles and the USA winning gold in the gymnastics team
final, while other top stories included the Guardian’s medals table, the opening
ceremony live blog and news stories on Imane Khelif, ‘floating surfer’ Gabriel
Medina and Vinesh Phogat’s disqualification”.

A spokesperson for The New York Times Company said its sports title The Athletic
saw “two of our ten biggest weeks” ever during the Paris Olympics.

The Washington Post, similarly, said the three weeks of the games “were among
The Washington Post’s top five weeks of the year in terms of reach, across site,
app and off-platform”.

The title’s most-read reporting included live event coverage and “pieces
reporting on issues in the spotlight”, including the backlash against Khelif.

A spokesperson for the publication said an animated Instagram post about
gymnastics moves originated by and named for Simone Biles “had a reach of 8.5
million and was a great example of our unique coverage that went beyond the
medal counts”


SUN HEAD OF DIGITAL SPORT SAYS OLYMPIC TRAFFIC NO LONGER DRIVEN BY SOCIAL MEDIA

Alex Peake, The Sun’s head of digital sport, told Press Gazette there was “much
more of an even split” in where that traffic was coming this year when compared
with in previous Olympics.

“Direct traffic was up, search traffic was up, and it’s just a bit more of a
balanced picture as opposed to what it was three years ago when Facebook was
nearly 50% of the page views we drove during Tokyo,” he said.

“The Olympics, I suppose, is different to pretty much everything else we cover.
When you look at the sports we do day in, day out, like football or boxing,
everything follows a pattern.

“The great thing about the Olympics, which makes it quite special to cover, is
the fact that a lot of the people we’re writing about, we don’t know anything
about, that we’ve probably never heard of them before.”

Press Gazette looked at daily traffic over the period for the top 20 publishers
on Press Gazette’s June rankings of the most-visited news sites in the US and
the UK. (Daily traffic data was not available for certain sites: in the UK, ITV,
Money Saving Expert, The Times, Healthline, Global, GB News and the Daily
Record, and in the US USA Today, Forbes, CNBC, Newsweek and The Guardian.)

[Read more: Advertising blocklists unfairly targeted coverage from Olympics and
Euros]

In the US, meanwhile, only two top-20 sites — news.yahoo.com and people.com —
saw more traffic over the Olympics than the weeks leading into the games.

However, most news sites analysed by Press Gazette did see US traffic growth
when compared against the same set of dates last year. Fox News, The New York
Times, CBS News, NBC News, CNN and BBC.com all saw growth of between ten and
20%, while People.com saw a 46% rise in traffic and the Associated Press 63%.

The same was true in the UK, where four sites — Sky News, The Telegraph, Metro
and the Birmingham Mail — all saw average daily page view growth of at least
30%. The Birmingham Mail saw an increase of 72% on last year.




TOP STORIES IN SEARCH DURING THE OLYMPICS

Similarweb also carried out an analysis for Press Gazette looking at which news
publishers performed well on Google searches for the words "Olympic", "Olympics"
and the names of various gold medal winners.

Among the winners on search in the US were Yahoo.com (1.35 million search
clicks), USA Today (1.3 million) and NBC News (1.2 million).

In the UK Mail Online secured the most Olympic search traffic, with 644,010
domain clicks. It was followed by The Guardian (462,450) and the BBC (395,110).

The data also reveal the top-ranked URL for each site in the analysis, showing
which stories did best on search.

In the UK, the top article at half of the 16 domains assessed covered Imane
Khelif or Lin Yu-ting, another boxer whose gender became a focus of abuse
online. Other well-performing stories covered the men's tennis finals and a red
card for Brazil's all-time leading women's goalscorer. In the US only four of
the top stories at the the 18 domains analysed concerned Khelif or Lin: other
successful coverage recapped the opening ceremony, covered gymnast Simone Biles
or simply tracked the US medal count.





Topics in this article : Facebook , Guardian News and Media , Mail Online , New
York Times , Olympics , The Athletic , The Independent , The Sun , Washington
Post
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BRON MAHER

@bron_maher
Bron Maher is Press Gazette's senior reporter, covering US and UK media. He
joined Press Gazette in November 2021 from Newsguard, a US start-up that reviews
how far news sites adhere to journalistic standards.



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