Eight months before the start of the Toyko Summer Olympics, NBCUniversal says it has pulled more than $1 billion in national TV ad revenues — a double-digit percentage gain vs. the same time period prior to the 2016 Rio Summer Olympics. Dan Lovinger, executive vp of ad sales, NBC Sports Group, says about half of the Toyko Olympic advertisers are new marketers.
The Olympic Games in Rio are 25 days away but NBCUniversal CEO Steve Burke believes his company has already won the gold in ad sales. After a press preview on Monday of NBC’s Olympics coverage, Burke told the Los Angeles Times that the company has hit its sales target for the Rio Games, which he said will end up being be “the most profitable Olympics in history.”
For advertisers, the Olympics and the Super Bowl have a lot in common: They both cost a fortune, demand commercials that make a splash and bring in some of TV’s biggest audiences. But Madison Avenue seems to have a more favorable view of the global Games than it does the Big Game. With a year to go before the opening ceremonies for the 2016 Summer Olympics, NBCUniversal believes it will sell well over $1 billion in advertising for its telecast, slated to take place in Rio de Janeiro, Brazil.
NBC Universal is projecting an $800 million-plus advertising haul for the 2014 Winter Olympics, says Seth Winter, EVP-sales and marketing for NBC Sports Group. But that record projection for winter games coverage might have to count out traditional sponsor Anheuser-Busch InBev, which has indicated it can better connect with consumers through non-traditional means.
TD Ameritrade has expanded its relationship with the U.S. Olympic Committee, which will include involvement for the next two Olympic Games. NBC — which will broadcast the events from Russia and Brazil — was involved in the negotiations, suggesting the company will be a significant advertiser on coverage.
NBC has struck a big Olympic sponsorship deal for the 2012 London Summer Olympics Games — one that is looking to regain its sports image, General Motors.