Lasting connections trump reach when it comes to Olympic marketing

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In 2012, the London Olympic Games turned back the hands of time — with BBC TV coverage reaching 90% of the UK population and restoring viewing figures to a pre-digital high.

But any marketers banking on a similar phenomenon for Rio 2016 should beware. While this year’s games are expected to draw a global TV audience of 3.6 billion, over 80% of viewers will be distracted by another device. And for 56% of users that device will be a...