The New York Times has an article on how the Olympics has managed to draw a huge number of viewers who are not from the usual pool of sports fans - the women. The number is significant enough for advertisers to take note, and they have been pumping money into advertising space on the Olympics
I am one of those non-traditional sports viewer. In fact, I don't usually watch TV - but I find myself oddly drawn to the Olympics.
I find myself trying to catch the Women's Handball semi-finals on livestream today. Norway is playing South Korea (I am following the Norwegian team) The key word here is "trying" - it's been hell trying to log on. (I was unsuccessful) Right after the first half, a fan who had been watching posted that South Korea has the lead - and I was suddenly concerned. This is when it hit me: I am a fan of a sport I know nothing about until recently. D'uh.
Here's a screencap of the match. Look at the expressions.