Since the 2008 Beijing Olympics, society has changed dramatically, which has allowed the London Olympics to be unique in its own way. It seems like the more new technology and equipment we are exposed to and we are allowed to use, the more that current Olympics breaks viewing and attendance records. Not only have these statistics raised, but also the amount of medals awarded and athletes competing. According to USA Today, in 1908 which was the first London Olympics, 109 medals were awarded, and 2,024 athletes competed. In 1948 London Olympics, 149 medals were awarded and 4,373 athletes competed. During the 2012 London Olympics, 302 medals will be awarded, and 10,490 athletes are competing to bring home some pride in their respective sports for their countries.
However, with the time difference between the United States and London, most events are broadcasted hours after they were held. In fact, 48 percent of prime-time viewers already know the outcome of the events held before they watch on TV in the United States. Of that 48 percent, 67 percent of those viewers say knowing them makes them more likely to watch.