Here's How NBC Helped Boost Archery Ratings

Katniss Hunger Games


Ryan Lochte, Gabby Douglas… Katniss Everdeen?”Hunger Games” fever spilled over into the Olympics when archery was announced the #1 cable ratings winner with an average of 1.5 million daytime viewers.

In the novels and movie, title character Katniss trains herself to be a skilled archer, using her talents to provide for her family and survive in the Hunger Games arena.

NBC Sports Chairman Mark Lazarus credits “Hunger Games” with attracting interest in younger demographics.

No surprise, considering both the popularity of the series and the increase in archery sales since the release of the film.

However, some strategically placed tweets during the games surely helped as well. 

The archer who trained Jennifer LawrenceKhatuna Lorig, competed for the United States, and NBC Sports Network capitalised on the connection. 

NBCSports directly promoted Olympic archery using the #HungerGames hashtag and referencing title character, Katniss in its tweets.

Lorig eventually lost the gold to South Korea’s Ki Bo Bae

nbc sports tweet

Photo: Twitter / @NBCSN

nbc sports tweet

Photo: Twitter / @NBCSN


SEE ALSO: The top grossing trilogy finales >

NOW WATCH: Briefing videos

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.