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I think the "1936 Olympics" vibe was maybe putting people off a bit. https://www.theguardian.com/tv-and-radio/article/2024/may/12/eurovision-loses-almost-quarter-uk-viewers-olly-alexander

Eurovision loses almost a quarter of UK viewers compared with 2023

Saturday night’s final watched by average of 7.64m as Britain’s entry Olly Alexander finished in 18th place
Emine Sinmaz (The Guardian)
in reply to Sarah Brown

Ian Douglas Scott
Ian Douglas Scott
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But without the novelty of being the first Olympics to be televised.
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