Alarming Decline in Norwegian Ski Jumping Viewership: One in Three Viewers Lost

Alarming Decline in Norwegian Ski Jumping Viewership: One in Three Viewers Lost

Norwegian ski jumping has seen a severe decrease in television exposure, losing one-third of its viewers from the previous season. Sport director Halvor Egner Granerud expressed concern but also optimism about the potential to regain viewership by winning more competitions.

According to a media report from the International Ski Federation (FIS) compiled by The Nielsen Company, 20 million fewer viewers were exposed to men's ski jumping in Norway during the 2023/24 season.

"Ski jumping has experienced a significant decline in audience engagement over the last year. Additionally, the cumulative audience has shrunk along with the hours of broadcast exposure," reported the FIS media analysis.

In contrast, alpine skiing has increased its broadcast exposure, yet still saw declines in both audience perception and cumulative viewers. Cross-country skiing enjoyed more broadcast hours as well, but similarly suffered declines in both metrics. On a positive note, Nordic combined saw an increase in both exposure and audience metrics.

The cumulative audience in Norway fell from 52.49 million viewers to 32.86 million, reflecting a 37.4% drop from the previous season.

Granerud noted, "It’s disappointing for us if we have to win many ski competitions to keep our viewers, but at the same time, winning is our goal." He emphasized the importance of becoming more attractive to viewers, indicating that there has been a decline in interest sparked by lackluster performances in recent competitions, like the Ski Flying World Championships.

Understanding the Metrics

Cumulative audience includes all forms of coverage—not just live events. It encapsulates delayed broadcasts, reruns, and related sports programming, totaling 32.86 million viewers who engaged with some form of coverage throughout the season.

"Media impression" refers to the overall exposure a sports event or sponsor has through television broadcasts, influenced by coverage length and viewer numbers. For instance, a one-hour broadcast with a million viewers equates to a million media impressions.

Despite international media exposure stabilizing, Norway's media impact has decreased by approximately 36%. Among top nations, Austria and Finland showed significant increases, while Norway's statistics followed the opposite trend.

Team members are pushing hard for a turnaround; sport leader Jan-Erik Aalbu stated, "While it's not ideal to have fewer viewers, we are working tirelessly to reverse this trend. The most important thing we can do is enhance our appeal."

The previous ski jumping season is also characterized by off-field drama, including significant staff changes and leadership protests, which further impacted team dynamics and public interest. Hence, a significant reputational rebuild is in order for the Norwegian ski jumping community to regain its status and viewer interest in the coming seasons.