Tokyo offers eyeballs

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Tokyo 2016 claims that it can offer the International Olympic Committee (IOC) a better television audience than Chicago 2016 could in the US if it is awarded the Games.

Perhaps Tokyo's greatest accolade to date is its recent announcement that it can offer the International Olympic Committee (IOC) a better television audience than Chicago 2016 could in the US. With almost three quarters of a billion television homes and a potential television audience of 3bn in the 57 nations within the Asian Broadcasting Union (ABU), a Tokyo Games has the potential to provide to the Olympic Movement its largest prime time audience ever, claims Tokyo 2016, thanks to intelligence sourced from SponsorMetrix, ZenithOptimedia and ABU. That is a lot of eyeballs to sell Olympic values, and of course sponsorship, to. Prime time broadcasts for a Tokyo Olympic and Paralympic Games would cover the hundreds of millions of newly emerging affluent Asians over the next decade, according to the Tokyo 2016's deputy director general, Hidetoshi Maki speaking at the ISPO SpoBis global conference in early February 2009. He pointed out that this would provide the Olympic Movement with unprecedented opportunities to engage with new mass markets for the sport industry – generating economic benefits on a global scale. The speech also saw Maki take delegates through the characteristics that make Tokyo the perfect host city for the 2016 Olympic and Paralympic Games from a sports marketing perspective. As one of the world's most populous urban centres, and with the biggest GDP, the Tokyo Metropolitan Area is home to a sports–loving, brand–conscious population able to respond to industry initiatives. Maki's speech also highlighted the economic strength of Tokyo's bid as the world enters a global recession. Twenty–three out of 34 venues already exist, and the Tokyo Metropolitan Government will have already allocated $4bn for Olympic projects by the end of 2009. Toyko's rivals for the 2016 crown are Madrid, Chicago and Rio.

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