How Can The Tokyo Olympics Be BIG For Your Brand?

After an extra year of waiting, the Tokyo Olympics are less than a month away. Questions of “will the Olympics happen?” have turned into questions like, will Simone Biles attempt and land the Yurchenko double pike? Andrew Nieves, Insights Strategist at TEGNA, explains what that means for brand advertisers.

Meredith Cunningham Published: June 16, 2021

After delays and an extra year of waiting, we’re less than one month out from athletes from all around the world gathering on the world’s stage, competing for Olympic glory.  

Questions of “will the Olympics happen?” have turned into questions like, will Simone Biles attempt and land the Yurchenko double pike? Will Caleb Dressel break another record held by Michael Phelps? How many medals will Katie Ledecky add to her personal medal count? Millions of viewers will be tuning in to NBC stations to find out – an estimated 3 in 5 adults in the US expect to watch at least some of the Olympic Games.  

For brands, these inspirational moments present a rare and unique opportunity to grow market share, acquire new customers, elevate the quality of current customers, and take brands to the next level. And with NBC announcing more than 7,000 hours of Olympic content airing from July 23 to August 8 (broadcast and streaming), it’s an opportunity that brands don’t want to miss.  

“I think a big concern for brands was if the Olympics were going to happen after being delayed in 2020,” says Andrew Nieves, Insights Strategist at TEGNA. “As we get closer to the Games that ‘will it or won’t it’ mentality is starting to fade away and I also think as the Games get closer we will see awareness levels increase, and more anticipation from both consumers and advertisers.” 

Where will the excitement be?  

“All eyes will be on Simone Biles and Team USA,” says Nieves. “In fact, based on a Morning Consult poll of US adults, gymnastics has the highest level of interest of all the summer Olympics sports at 70%, followed by swimming at 62%.”  

Locally speaking however, all eyes will be on hometown athletes. In fact, according to Katz’s America Tunes In Report, markets with a hometown athlete in the Olympic Games had higher lift in HH delivery than other markets.  

Chris Egan at KING5 in Seattle and Dave Schwartz at KARE11 in Minneapolis know this well: They have been covering local Olympians for years and have come to develop meaningful relationships with the athletes they cover. When these athletes win big, they turn to our local journalists first, giving them exclusives viewers can’t get anywhere else.  

“Local is definitely more relevant than ever for consumers,” says Nieves. “At TEGNA, our Olympic coverage is unique because our journalists are second-to-none. They add that hometown touch to national events by featuring local athletes. And with 7,000 hours of Olympics content airing, there will be no shortage of feel-good, hometown moments.” 


Brands looking to align with Olympic content that showcases unity, triumph, victory, and the power of inspiration can contact us today to learn more and be part of this amazing journey.  

Subscribe to our Newsletter

    Ready to be in Good Company?