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Live sporting events have continued to serve as a prime arena for advertisers seeking meaningful engagement with high-value audiences. However, one event rises above the rest and presents a gold-medal advertising opportunity for brands – the Summer Olympics.
As nations come together to celebrate athletic excellence, the Olympics offer a unique platform for marketers to connect with a broad audience of viewers. With millions of people tuning in, advertisers can target demographics across various age groups, interests, and locations, and engage both heavy (77%) and light (18%) sports viewership households. According to NBC, the 2020 Tokyo Olympics averaged a total of 15.6 million U.S. viewers per night with 120 billion minutes (or about 230,000 years!) of content consumed across their primetime and digital platforms.
And while viewership was affected by the time difference between the US and Japan, the 2020 Olympics presented a much bigger opportunity for advertisers to dap into unique digital viewers.
The 2020 Tokyo Olympics proved to be a historic moment in many ways. Notably, it pushed the boundaries of Olympic broadcasting across TV, digital streaming, websites, mobile apps, and social media. While spectators were unable to attend the event live due to COVID-19, increased coverage ensured fans could still come together and experience the excitement.
The 2020 Tokyo Games produced 44% more content than the 2016 Rio event, making it accessible across more devices and platforms than ever before. This new direction also increased digital consumption by 74% making the 2020 event the most-watched Olympic Games ever on digital media and emphasizing the evolving TV landscape.
While traditional TV remains the leading platform for Olympic consumption, brands should consider leveraging a multi-channel approach to combat fragmentation and reach unique digital viewers that stream across different screens and devices. Marketers must be able to activate brand messaging across multiple platforms to make the most of this high-impact tentpole event. However, marketers need an end-to-end advertising solution to engage fans where and how they are watching.
Cadent’s data-driven audience solution simplifies the execution of cross-screen advertising through Aperture Platform, connecting the entire TV ecosystem. Leverage multiple-week coverage and customize plans across platforms to extend reach amongst unique digital viewers. Measure proof-of-performance through elevated standardized reporting and deeper audience understanding to achieve greater investment accountability.
Successful Olympic advertising campaigns hinge on the strong brand association that echoes the spirit of the games. By aligning brand messaging and creative elements with Olympic ideals such as excellence and unity, brands can build deeper connections with viewers.
A unique association will last beyond the duration of the event, as the extended schedule allows brands to maintain a consistent presence and reinforce messaging across a wider window of time. Strategically extending promotional efforts across the 16-day period maximizes impact to create a lasting impression. By boosting exposure and presenting cohesive brand messaging, brands can significantly increase awareness and reach. Ultimately, investing in Olympic advertising allows brands to drive meaningful engagement with their target audiences.
The Summer Olympic Games present a golden opportunity for brands to showcase their messaging to a sizeable national audience. With the diverse array of platforms and devices that fans use to watch the event, marketers have the chance to create powerful, memorable, and engaging campaigns that foster strong brand affinity.
The Olympics provide a stage like no other and now is the time to seize this opportunity – with a team of experts by your side.
Don’t miss the chance to secure packages for the highly anticipated 2024 Paris Summer Olympics.