"The Olympic Games return to the international stage this August in Rio de Janeiro, and 76% of the world's population is expected to tune in on television," Laurie Petersen writes. "Of those 3.6 billion global viewers, 85% will be on additional devices while watching. The prevalence of second screens will make the upcoming 2016 Summer Olympics the most watched and talked-​about Games on social media yet."

"Some 68% of American TV viewers watched the 2014 Winter Olympics, and because Rio is just one hour ahead of Eastern Standard Time, the 30 million Americans expected to tune in will be able to watch live events in prime time."

AudienceSCAN reports 23% of Americans are Olympic Sports Fans.

"The International Olympic Committee estimates the majority of its 33.9 million social media followers will use additional devices while watching the Games, and generate more than two billion impressions across Facebook, Twitter and Instagram."

During the past 30 days, 40% of Olympic Sports Fans have used the internet via browsers, tablets or smartphones to check sports scores, according to AudienceSCAN research.

"For marketers using paid social, the Games can begin now," Laurie Petersen says in a post for MarketingInsider. "We had an email exchange with Sean O’Neal, president of social media agency Adaptly, to bat around ideas for how brands can contribute to, rather than detract from, the experience."

"What can a marketer do before the games begin?
Join the conversation and buzz in the run-​up to the Olympics by driving engagement around Olympians, teams, sports and key events. Make sure your messaging is relevant and tailored to the audience you’re targeting."

"Twitter’s conversation targeting, for example, is an opportunity to specifically tailor messaging to what users are tweeting about, which can result in significantly higher engagement."

AudienceSCAN finds 36% of Olympic Sports Fans use Twitter and 81% use Facebook.

"Travel brands can use Facebook and Twitter’s travel-​category targeting to provide tips and suggestions for consumers who are traveling to Rio. Pinterest’s Promoted Pins are also ideal for targeting users who are searching for guidance as they plan their big trip."

12.6% of Olympic Sports Fans intend to take trips to a sporting event out-​of-​town, according to AudienceSCAN data!

"What’s the plan for when the Games begin?
With about 80% of social-​media users accessing social platforms through mobile devices, the Olympics is an opportune time to capture users when they’re dual-​screening or on-the-go."

"Be brave: go mobile-​only and take advantage of Facebook, Twitter, Instagram and Pinterest mobile ad units. As native formats, they deliver maximum impact, especially when combined with video assets which can achieve deeper engagement."

In the past 6 months, 11.2% of Olympic Sports Fans have used smartphones or tablets to watch a live sporting event, AudienceSCAN reveals.

"The autoplay video units of Facebook, Instagram and Twitter are the most effective way to drive awareness and cost-​efficient cost-per-completed-views."

"Twitter’s event targeting offers a unique opportunity to reach users who are watching and engaging with the Olympics. Tap into this targeting product to gain greater share-​of-​voice around the big event."

"What about Pinterest?
For FMCG brands, the Olympics is a prime time to target users hosting parties, meals and events around the world’s biggest sporting event. Create Pins with tips, tricks and helpful advice for party preparations."

AudienceSCAN reveals 31.7% of Olympic Sports Fans are active on Pinterest.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.