If you’re anything like me, the Olympics mean being up until all hours, engrossed in a nail-biting ping-pong final or sweating as you wait with bated breath for a gymnast to land a double back salto pike with a full twist to scoop gold… Not normally things I’d usually find myself watching, I must admit, but when the Olympics are on, different rules apply.

With such a wide-reaching appeal and new audiences on offer, it’s no surprise that comms leaders the world over clamour to have their brands associated with the Olympics and the sporting stars competing. Aligning with the Olympics can greatly enhance a brand’s image, build trust and help them provide lasting legacy through CSR initiatives, all while tapping into a global audience.

It’s big business as well. Latest figures from NBC in America show brands have already booked $1.2 billion in ad space for the Games, while Nike is set to spend more than ever in an Olympic year, topping $1 billion.

However, it’s one thing for big brands to throw cash at the Games. It’s another ensuring campaigns deliver on expectations and reach the desired key audiences.

With a myriad of entertainment options on offer these days, reasons for watching the Olympics and crucially, the way in which people watch, varies massively between audience ages.

Successful campaigns will be the ones that truly understand where and how their target audience is watching, as well as their reasons for doing so.

For example, latest stats revealed by YouGov, show 18-24-year-olds are more likely to be influenced to watch the Olympics because their friends and family are, compared to over-35s, who watch to support their country and its athletes.

You shouldn't be surprised then, to see content aimed at that older market tugging on the heart strings with a sense of national pride and brands targeting younger people by playing up the sense of sharing the occasion with friends and family and a social aspect to the Games.

TV remains the most likely way to watch the Games vs any other media, particularly with over 35s (73%). However, this figure drops dramatically for the under 35s (47%).

The under-35s are far more likely to keep up to date through online streaming (39%) or social media updates (37%) than their older counterparts, with just around one in four over 35s turning to social channels or online streaming for their Olympic fix.

Similarly, for both younger and older audiences alike, swimming is the most hotly anticipated event with athletics a close second for over 35s (31%) but falling away in interest for the younger crowd (17%). So don’t be surprised when younger colleagues look at you confused if you’re boring them with tales of Super Sunday at London 2012… Whether you’re a late-night ping pong watcher or not, it definitely pays to understand the changing habits of the younger audience if you’re looking to achieve PR results worthy of Olympic gold.

Fraser Clarke is a Senior Account Director at Stripe Communications

Agenda is a column for outside contributors. Contact: agenda@theherald.co.uk