Commentary

Martin Sorrell Says IOC Needs To Reach Millennials Between Two-Year Olympic Cycle

Speaking at the International Olympic Committee meeting on Sunday, WPP CEO Martin Sorrell said the Committee needs to make it a priority to connect with and stay connected with younger generations during the two-year span between games.

Pointing out that live coverage is the IOC's biggest asset, Sorrell said: "Live sports coverage is the last bastion of high-value traditional programming. Most consumers want to watch videos when and where they choose. But they can't do that with live sports. Its power is its immediacy."

Sorrell suggests that between games the IOC increase its presentation of on-demand content and presence in social media, with the goal of maintaining and generating new excitement for the next Olympics.

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