More than 60 percent of people want to watch Olympic events live, and thanks to the availability of multiple devices for viewing, that’s more possible than ever, notes research by Boston ad agency Arnold Worldwide.

According to an Arnold survey, many of those following hockey, skiing, and other sports at Sochi will consume content on multiple devices. What’s more, many will be consuming content on multiple devices simultaneously as they seek to share Olympics content via social media.

That poses both a challenge and opportunity for companies that are Olympic sponsor --- or are running ads during the games.

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“Since the Olympics are consumed in a multitude of ways – both online and offline (often at the same time), brands today needs to employ a fully integrated strategy to sponsorship, with the ability to tell a full story across online and offline touchpoints,” Sean O’Neill, an agency vice president and director of business strategy, wrote in an e-mail. “Additionally, given how important social media has become, and the increased number of people sharing Olympics content during Sochi as compared to prior Olympics, developing relevant content that is easily shareable is important.”

Arnold clients include Carnival Cruise Lines, CVS/pharmacy, Fidelity Investments, the Hershey Co., Jack Daniel’s, Milk-Bone, New Balance, Ocean Spray, Progressive Insurance, and French drug giant Sanofi SA.