The last time Beijing hosted the Olympic Games in 2008, world records were set. Michael Phelps won eight gold medals, becoming the most-decorated Olympian of all time. Out of the water, the US Gymnastics team brought home a record number of medals. Both men’s and women’s basketball teams, led by LeBron James and Lisa Leslie, respectively, brought home the Gold too.
Not only did US athletes win big in Beijing, so did broadcasters. According to Nielsen, the 2008 Beijing Games attracted 4.7 billion viewers worldwide, or 70% of the world’s population. In the U.S. the Games amassed an audience of 211 million with a daily average of 27 million viewers.
The numbers have only increased. The 2016 Rio Summer Games were viewed in 78% of U.S. households, with 198 million TV-only viewers and 50 million streaming viewers. These viewership numbers are expected to increase as we approach the Games in Tokyo and the world clamors for sports content, and messages of hope, unity, and triumph.
In 2022, all eyes will be on Beijing and athletes like alpine skier Mikaela Shiffrin, both men’s and women’s ice hockey teams, as well as the always-interesting curling matches. And as a bonus, these Winter Games will take place in tandem with the most important holiday in the country, the Chinese New Year. This paring makes out to be the ultimate “joyful rendezvous upon pure ice and snow.”
As an advertiser, these games present three unique opportunities to reach a large and engaged audience with meaningful messages that can have a big impact on your brand’s ROI.
1. Have a Big Impact on Large Audiences. Studies have shown that consumers are more likely to remember an Olympic advertiser’s brand and message. Why? Because they have a lasting impact on extremely large audiences across the country. They also deliver a high ROI on such a large investment.
2. Use Inspiring Messaging to Create Emotional Connections. Studies have shown that Olympic audiences want a brand’s story to create an emotional connection. They value human stories over a product and want to see content that includes messages of positivity, unity, sportsmanship, equality, diversity, and the quest for greatness as they relate to Olympic values. These ads from Google, Nike, Visa, P&G, and Silk are just a few examples of effective and successful Olympic campaigns over the years.
3. Partner with TEGNA for your Olympic ad campaigns. The marketing experts at TEGNA can help you create, run, and measure an effective Olympic ad campaign through our Broadcast, OTT, Digital, and Attribution solutions. With such a vast Olympic audience, TEGNA offers advertisers the unique opportunity to use their platform, voice, and creative to deliver powerful messaging that inspires the masses.
About TEGNA Marketing Solutions
At TEGNA, our NBC stations are honored to host three upcoming iconic sporting events: The Summer & Winter Olympics, and the 2022 Super Bowl. Contact us today to learn more and be part of this inspiring journey.