3 Reasons to Advertise During the Olympics
The Olympics is an exciting time for athletes, sports fans and even marketers all around the world. According to an article from Variety, “NBCUniversal believes it will sell well over $1 billion in advertising for its telecast, slated to take place in Rio de Janeiro, Brazil,” which far surpasses the 2012 Summer Olympics in London and the 2008 Summer Olympics in Beijing. Millions of people tune in to watch the Olympic Games, putting it in the same realm for advertisers as the Super Bowl. It costs a fortune for a spot, but the return is expected to far exceed the investment.
Here are some advantages to advertising during this year’s Summer Olympics:
One-hour time difference for East Coast brands.
The time difference between Rio de Janeiro and New York City is only one hour (four hours forward from L.A.). This means the event will likely attract more live viewers than many other Olympic events held in the past (which also have impressive audience numbers, but more on that later). With events scheduled during prime EST viewing slots, fewer viewers will watch the games from a recorded device, meaning fewer viewers will be able to fast-forward through commercials.
Viewers want to be involved.
A spot on international television isn’t the only way to get in on the Olympic action. Viewers want to be involved and a great way to include and reach them is on social media. In an article on Bloomberg Technology, Gary Zenkel, president of NBC Olympics was quoted as saying, “We have never allowed the distribution of any game highlights off NBC’s own platforms, [but Snapchat] really effectively reaches a very important demographic in the United States, and is very important to our efforts to assemble the large, massive audience that will show up to watch the Olympic Games.” If you’re not onboard with Snapchat yet, it’s a great way to create awareness for your brand and increase ROI while you’re at it.
A different demographic.
The Olympics traditionally attract a wider and broader audience than other general programming. According to Nielsen ratings, the 2012 Summer Games in London attracted 219.4 million American viewers, where the 2008 Beijing Games attracted 4.4 million (the 13-hour time difference from EST could be to blame). That’s nearly 70% of the U.S. population. The London Games were the most-watched event in U.S. television history. If this upward trend continues, then the Rio games (being on the same side of the world) will break this record.
With a worldwide audience, advertising during the Olympics is a no-brainer for global brands, but it certainly doesn’t fit into every business’ budget. But that doesn’t mean there isn’t a way to get involved in a meaningful way on a smaller scale.
Need to send a message to a broader audience? Contact us and we’ll develop a unique strategy that will make an impact for your brand.
Contact LoBo & Petrocine, Long Island-based Advertising and Marketing Agency!
*Intern, Talia Cohen contributed to this post