{"id":21379,"date":"2024-07-23T20:41:00","date_gmt":"2024-07-23T20:41:00","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21379"},"modified":"2024-07-23T20:41:01","modified_gmt":"2024-07-23T20:41:01","slug":"what-advertisers-need-to-know-about-the-2024-paris-olympics","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21379","title":{"rendered":"What advertisers need to know about the 2024 Paris Olympics"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">Hurry\u2014the world only has a few more days to bone up on water polo and fencing.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">The 2024 Paris Olympics Opening Ceremony, airing Friday, will kick off two weeks of international competition, and advertisements and brands will be squeezed in between national anthems and slow-motion shots of athletic melodrama.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">We at Marketing Brew thought it might make sense to run down some of the sponsorships and ad sales stats for the games, which run through August 11.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\"><strong>Going for gold: <\/strong>After subsequent Olympics ratings disappointments in 2021 and 2022, it\u2019s looking like 2024 could be a comeback year for NBCUniversal, which owns the US broadcast rights to the Olympics through 2032.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">During the day, the broadcaster plans to offer at least nine hours of coverage, including live coverage of the swimming, track and field, and gymnastics finals across both linear TV and its streaming service Peacock. In prime time, the broadcaster will air a recap of each day\u2019s competitions. Snoop Dogg and Peyton Manning will join NBC mainstay Mike Tirico for broadcasting duties, because, sure, why not?<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">In April, Dan Lovinger, NBCU\u2019s president of Olympic and Paralympic partnerships, told reporters that the company had already brought in $1.2 billion in ad sales against the games and was on track to bring in the most ad revenue in Olympic history. The broadcaster has cited the benefits of a more favorable time difference than the previous two Olympics in Tokyo and Beijing, as well as the Covid protocols at those games that made some components of the broadcast more difficult. The 2021 Summer Games in Tokyo games averaged about 15.5 million prime-time viewers, about half as many as the 2012 Summer Games in London.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">Meanwhile, Peacock will serve as a \u201chub\u201d for the games, giving viewers a Choose-Your-Own-Adventure-style experience around the broadcaster\u2019s coverage, complete with an AI-powered re-creation of Al Michaels\u2019s voice providing audio commentary. There will also be Peacock exclusives, like a highlights show featuring Kevin Hart and Kenan Thompson.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-7dd1f935-1 jYQEUz\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-c2df08e8-12 fSMeo inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-c2df08e8-12 gmsqio inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\"><strong>Sponsor turnout:<\/strong> Coca-Cola, Airbnb, Visa, and Procter &amp; Gamble are among the brands participating in the official Olympic Partner Programme, which could mean spending anywhere from $50 million to $200 million, according to Sports Business Journal. Local luxury brand powerhouse LVMH paid a reported \u20ac150 million ($163 million) to sponsor the games, and will be \u201cdesigning medals, dressing French athletes, and providing the champagne for VIP events,\u201d per Bloomberg.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">Team USA has its own list of official sponsors, including Michelob Ultra, Nike, Ralph Lauren, and Delta. And plenty of other brands didn\u2019t ink formal deals but are activating around the Olympics anyway, either through direct deals with athletes or through alternate platforms and content.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\"><strong>What to watch: <\/strong>Putting aside any possible record-breaking performances from the athletes themselves, there will be lots of firsts during the summer games. For the first time in Olympic history, there will be an equal split between women and men athletes in the games, capping off what has already been a banner year for women\u2019s sports.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">In the run-up to the games, a few media execs pointed out that marketer interest in campaigning around women athletes and teams is similarly high when it comes to this year\u2019s Olympics.<\/p>\n<p class=\"dist__StyledText-sc-c2df08e8-12 eRZYrU\">\u201cBrands know that the Olympics are a time when brands know that women\u2019s sports and athletes are front and center,\u201d Rachel Quon, head of operations for the media company Just Women\u2019s Sports, said in an email. \u201cThey\u2019re realizing that this is a growing and valuable audience.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/07\/17\/what-advertisers-need-to-know-about-the-2024-paris-olympics?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hurry\u2014the world only has a few more days to bone up on water polo and fencing. The 2024 Paris Olympics Opening Ceremony, airing Friday, will kick off two weeks of international competition, and advertisements and brands will be squeezed in between national anthems and slow-motion shots of athletic melodrama. We at Marketing Brew thought it [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21380,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21379","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What advertisers need to know about the 2024 Paris Olympics | Brandiary<\/title>\n<meta name=\"description\" content=\"Hurry\u2014the world only has a few more days to bone up on water polo and fencing.The 2024 Paris Olympics Opening Ceremony, airing Friday, will kick off two\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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