TV and short-form video have been found to be the most effective media for advertising around major tentpole events according to a new study from IPG Mediabrand’s intelligence unit Magna and TikTok. The report – The TikTok Blueprint for Tentpole Success – is based on an exploration of TikTok and cross-platform campaigns around the Paris 2024 Olympics. The ads studied covered the retail, finance and CPG sectors and were aired in Canada, the U.S. and Australia.

Looking at the platforms audiences turned to during major cultural events, 42% engaged with short-form video platforms multiple times a day and 35% tuned into TV. Closely following were internet searches at 30%, friends and family (22%) and online articles (21%).

A cross-screen approach is the most effective planning tactic regardless of generation. The report shows that the platforms used multiple times a day by adult Gen Z were 27% TV and 43% short-form video. Millennials tuned into TV 35% of the time and 43% short-form video while Gen X checked in with TV 39% of the time and 44% short-form video.

Audiences in Australia watch TikTok video more often in general (57%), than those in the U.S. (56%) and Canada (52%). While U.S. viewers say TikTok had better Olympic content (42%) compared to Australia (40%) and Canada (33%).

Engaging with celebrities and athletes (44%) are the top ways audiences followed tentpole events on TikTok  before, during and after the event. They also shared the videos (41%), researched the sports or athletes (40%), watched athlete interviews (40%), and watched replays (40%).

Viewers say that ads that feature the athletes are important and become part of the cultural event. This was the case 89% in the U.S. and Canada, and 88% in Australia. The creative strategies to use on TikTok during major events include repurposed TV ads as a way to reinforce brand messages and native ads that incorporate elements such as characters and storylines from the brand campaign.

Repurposed ads for CPG brands were seen as more effective (83%) than creator-led ads (62%). The results for retail and finance brand ads were similar. Retail ads came in at 77% for repurposed ads and 53% for creator-led ads. Results for finance brands were 81% for repurposed ads and 45% for the creator-led ads.