New research shows that 69% of Australians and New Zealanders believe athletes with disabilities should receive the same media coverage as their non-disabled counterparts. Additionally, 61% of ANZ consumers are aware of the Paralympics, compared to just 47% globally.
Getty’s research arm VisualGPS surveyed 500 consumers in Australia and New Zealand and found that almost three-quarters of respondents agree that the portrayal of disability in sports media can shape public attitudes towards inclusivity and accessibility.
“Currently across all media and advertising, approximately 1% of content features people with disabilities,” said Kate Rourke, the Director of Creative at Getty Images APAC. “The data tell us that consumers want to see more content and coverage of disability in sport and for it to be shown in a real and authentic way.”
And that extends beyond the Paralympic Games now taking place in Paris.
“The Paralympics provides a powerful platform for spotlighting athletes with disabilities, but the data shows people want to see media coverage all year around, with increased interest for stories on how these athletes train, stay focused and stay mentally healthy,” says Rourke.
“For brands, there is an opportunity to tell more diverse stories of people with disabilities across media, advertising and marketing, while ensuring they’re using the right visuals and language to depict them.”
TikTok partners with Paralympics Australia
The Paralympics TikTok account sports 4.6 million followers and has amassed more than a billion views. Content features ParaSwimming, WheelchairRugby, ParaCycling, WheelchairBasketball and BlindFootball.
“A prominent reason for the growing popularity of the Paralympics is due to a concerted social media push on platforms like TikTok and Instagram – not only to attract new audiences but also to engage and deepen the connection with those already interested in sports,” says Rourke.
This year’s Games are also expected to break TV viewership records, with over 225 broadcasters providing more than 1,450 hours of live coverage across all 22 sports for the first time.
Locally, the Nine Network’s coverage is off to a promising start, with nearly 1 million viewers tuning in for the first night, according to TV ratings from August 29, 2024. The replay of the Opening Ceremony drew 931,000 viewers.
IPC: Paralympians compete, they don’t ‘participate’
The International Paralympian Committee (IPC) launched a campaign that states that athletes won’t be ‘participating’ at the Paris 2024 Paralympic Games, they will be competing.
“Paralympians have often been described in the media as ‘participants’ and not ‘competitors’. At the Paris 2024 Paralympic Games, it’s time we set the record straight,” says Craig Spence, IPC’s Chief Brand Officer.
“After years of training and dedication, 4,400 of the world’s best Paralympians are heading to the French capital to compete at the very highest level. Across all 22 sports, we are expecting intense competition and the greatest Paralympic Games to date in terms of sport performance.”
Not only does expanding the perception of athleticism to include disabilities contribute to greater understanding of Paralympians, it also creates intersectionality for all athletes.
Sixty-eight per cent of those surveyed by Getty believe that disability-inclusive sports encourage a ‘more accepting and supportive environment for all athletes across gender, ethnicity, body types and more.’
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