Nine's broadcast of the Paris 2024 Olympic Games has reportedly reached almost half of all Australians, with an estimated 10.7 million people tuning in over the opening days.

The coverage of Day 1 alone attracted 5.4 million viewers in metro areas, 2.4 million in regional Australia, and an additional 2.3 million on 9Now, Nine's online streaming platform.

The live broadcast on TV saw a 20% incremental reach, capturing a 65% share of its target demographic of people aged 25-54. 9Now, which targets a younger audience, delivered an 86% share of people aged 16-39.

The most popular sports to view were men's basketball and the swimming heats. The Opening Ceremony reached 2.2 million Australians, while Day 1 of competition reached 9.4 million.

Nine's platforms, including The Sydney Morning Herald, The Age, The Australian Financial Review, WAToday, Brisbane Times and nine.com.au, registered increased growth and a combined 34 million page views.

"Day 1 of the Olympic Games has once again proven the power of Total Television and delivered amazing results for our 20 partners, sponsors and package holders. The combination of live broadcast, live streaming and on demand channels is the most powerful platform for advertisers to reach audiences at scale," said Michael Stephenson, Nine’s Chief Sales Officer.

"Our cross platform proposition for brands has been an enormous success. 16 days to go."

In total, over 263 million minutes were viewed with over 12 million stream starts. As the Games continue, these numbers are expected to rise, further benefiting Nine's partners and advertisers. The success of the coverage so far highlights the enduring appeal of the Olympic Games and the power of cross-platform broadcasting in reaching diverse audiences.