Apparently before the Olympic games began, the International Olympic Committee forecasted that 35 million people would visit the official Olympics web site. According to the BBC, only about 15 million people did. The BBC reported that “They [IOC Marketing spokespersons] said the figures showed that the Internet still had a long way to go before it could rival television as a mainstream broadcasting medium.”
This is a backward way of putting it. If I want my site to get half a million visits a month and it tops out at 350,000 visits a month, typically I look to things that I could have done differently: was the content not up to par? Were there other marketing methods I could have used to reach my target market?
The IOC, however, turns around and says “sheesh — the Internet turns out to be just a bunch of hype” (and I don’t mean to pick on the IOC because I think this is not an uncommon attitude). One of the things that would be interesting would be to find out the Olympics-oriented hits that major news and sports web sites received.
Personally I checked out the results of many events online, but only went to the IOC site once, before the games. I suspect many sports fans rather than visiting the official site got their Olympics update along with other sports news from CNN, ESPN, the BBC, or other news oriented web sites, since the IOC site really didn’t add anything to the experience beyond what you could get in a straight sports news site (in fact in this case, sports news outlets typically had added value thanks to the commentary and analysis which I didn’t see a lot of at the IOC site).