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State of the Screens

Advertisers Aim for Gold With Olympic Ads

By July 29, 2021No Comments

National TV ad spending on Summer Olympics (% change) according to Kantar:
1) 2008 (Beijing) – $939M
2) 2012 (London) – $1.2B (↑ 32%)
3) 2016 (Rio) – $1.8B (↑ 50%)
4) 2020 (Tokyo) –$2.3B (↑ 22%)

Unique advertisers for Summer Olympics (% change):
1) 2016 (Rio) – 100
2) 2020 (Tokyo) -120+ (↑ 20%)

Quote from Michael Beach – CEO @ Cross Screen Media: 👀
“It will be interesting to see how their team executes on it. Will they be able to fill all that inventory? Is it all package deals with TV? Or are they going out beyond the 200 biggest national TV advertisers and really growing the base?”

Estimated cost per 30s spot (% change):
1) 2016 (Rio) – $1.0M
2) 2020 (Tokyo) – $1.2M (↑ 15%)

Quote from Jeff Shell – CEO @ NBCUniversal:
“Depending on how ratings are, it could be the most profitable Olympics in the history of the company.”


More: Inside Comcast’s Plan to Feature Real-Time Olympic Footage in Commercials

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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