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  3. Even before the opening ceremony, a record had been broken at Sochi; 12 new events, the most for any Olympics, were scheduled to

Even before the opening ceremony, a record had been broken at Sochi; 12 new events, the most for any Olympics, were scheduled to

admin2018-03-01  57
问题     Even before the opening ceremony, a record had been broken at Sochi; 12 new events, the most for any Olympics, were scheduled to make their debut. Since the first winter Olympics in 1924, the total has swelled from 16 to 98. Some of the latest batch, such as the women’s ski jump, are variations on existing events. Others will be less familiar to the mainly middle-aged audience. This is as the organisers intended.
    More than half of all Americans who watched the 2010 winter Olympics on NBC were over 50. Teenagers hardly tuned in. For the main sponsors, which included Coca-Cola and McDonald’s, as well as for broadcasters and advertisers, this was bad news. Teenagers, in particular, have a big influence on their families’ spending habits.
    In 1948 the BBC offered 1,000 guineas ($47,000 in today’s money) for the right to broadcast that year’s London summer games. The organisers, fearing this would be too much of a financial strain for the broadcaster, turned it down. That amateur spirit has long since gone the way of the tug-of-war event; global broadcasting rights have been the games’ biggest revenue stream for the past 30 years. In London 2012 they hit $2.6 billion.
    When planning the Olympics, says Ian Henry of Loughborough University, organisers only recently started to think about how well a sport plays on television and with young people. They added snowboarding in 1998 and last year considered dropping one of the oldest summer Olympic sports, wrestling. It won a reprieve by cutting the number of rounds, making scoring snazzier and adding more women’s events.
    This year’s additions to a tournament were chosen partly because they attract lots of YouTube views and Twitter followers. They include the ski half-pipe; snowboard slope style and the luge team relay. It is all a far cry from curling, in which the team sweep the ice in front of a slowly moving stone—the thrill of which is nicely captured by the sport’s nickname; "chess on ice".
Sponsors of the winter Olympics are disappointed because ______.
选项 A、few females show interest in the games
B、more than half of the audience are middle-aged
C、they can’t attract teenagers—their target customers
D、they spend a huge amount of money on advertisement
答案C
解析 根据题干中的“sponsor”，“winter Olympics”定位到第二段第三句：For the main sponsors…this was bad news. 其中，“For the main sponsors…this was bad news”与该题干中的“Sponsors…are disappointed”是同义的表述。而文章提到的“this was bad news”中的this指代前面的“Teenagers hardly tuned in”，因此赞助商们失望是因为他们无法吸引年轻听众，即选项C正确。
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