NBC announced last week that national advertisement sales for the Rio Olympics have topped $1 billion. This is ahead of the record pace set by the 2012 London Games, which reached the $1 billion mark only 2 days before the opening ceremony. The opening ceremony for the Rio Olympics isn't until August 5th, standing as evidence for how healthy and bullish the Olympics market is. Advertisers know that integrating their brands through the Olympic platform is a great way to reach large target audiences; therefore, it is expected that national ad sales will only continue to increase and set records.
While the Olympics is the biggest stage for
companies to advertise on, it is also one of the most difficult to be
effective. Such a wide range of consumers watch the Olympics, it is one of the
few events that brings together various countries and demographics. Advertisers
must have the ability to appeal to this wide range audience and send a message
that many different people can connect with and be persuaded to take action.
The value of live, big-event programming is more important than ever to
advertisers. Due to the shift toward watching shows on demand, Netflix, and
other online platforms, less consumers are exposed to advertisements during
live airing of episodes and programs. Despite this trend, sports and live
events have continued to draw large audiences and remain essential areas for
advertising.Big ticket events like the Super Bowl and March Madness have been drawing record revenues the past couple of years. Consumers want to watch these types of programs live; they want to be part of the conversation on social media and join in on the excitement of a live event, where anything can happen. The Olympics is no exception. People all around the world are excited to watch their country compete. The Olympics' ability to dominate primetime for 17 consecutive nights is unmatched. If brands want to reach viewers and their customers in the third quarter of the year, they have to be in the Olympics. But also,not just being a part of the Olympics advertising, but have a compelling ad that appeals to the diverse audience.
Below is an advertisement from the 2012 London Olympics that successfully connected with consumers all over the world. Click here to watch more ads that aired during the Olympics.
