Stats to Jump-Start Your Olympics Advertising Game Plan 

Do you remember when Michael Phelps won his 8th gold medal by 1/100th of a second? Or when Simone Biles landed her Yurchenko double pike? What about when Sue Bird helped lead Team USA to four consecutive Olympic gold medals in 2004, 2008, 2012, and 2016?

With magical moments like these guaranteed to grace screens across the entire globe, the upcoming Summer Olympic Games in Paris present an amazing opportunity for brands to benefit from aligning with some of the most historical and inspirational moments in sports. 

If you need even more convincing to start planning your Olympics advertising strategy, here are new stats from NBC Universal and BAV Group that should help.

10+ Olympics Advertising Stats to Guide Your Strategy

1. The Olympic Halo Helps Outpace the Competition

The Olympics create a strong and powerful halo effect for its official partners. Findings show that official partners see more than a 117% increase in positive association among Olympic fans. 

Additionally, according to BAV, official Olympic sponsors outperform non-Olympic partners in all areas of BAV’s brand equity pillars by 36%, which include:  

• Higher esteem and loyalty (+49%)
• Greater differentiation tied to excitement about a brand (+54%)
• Pricing Power (+40%, post-sponsorship)
• Loyalty (+40%, post-sponsorship)
• More Relevance, a metric tied to market share (+39%)
• Preference (+7%, post-sponsorship)
• Consideration (+6%, post-sponsorship)

2. Audiences Atop the Leaderboard

According to NBCU, the Summer Games in Tokyo were the largest go-to mass audience event of 2021 & 2022 – and they’re expecting 4X the streaming minutes in Paris compared to Tokyo. It’s also a key way to reach new and diverse audiences, as the Olympics are #1 in female and multicultural fandom than other pro and college sports. 

3. Ad Impact

What about brand recall? NCBU finds that Olympic sponsors see an increase of 42% in message memorability versus the previous year. They also see an increase of 47% in search volume compared to the competitive TV norm. 

Ready, Set, Go!

We are under a year to go until the Opening Ceremony, but there are some key dates to consider when creating your Olympic media plan. 

Key Dates for the Olympics

• June 2024: Olympic Trials 
  • Swimming set for June 15-23 in Indianapolis
• Friday, July 26, 2024: Opening Ceremony
• Friday, July 26 to August 11: Olympic Games
• Sunday, August 11: Closing Ceremony 
• Wednesday, August 29 to September 8: Paralympics

Team TEGNA Can Support Your Olympics Advertising  

Brands connected and showcased during the Olympics have historically seen significant ROI and elevated their brands to new heights. It’s an invaluable and unique opportunity to connect directly, meaningfully, and emotionally with their existing and prospective customers. Brands looking to align with Olympic content that showcases unity, triumph, and victory can join Team TEGNA in the ultimate game-changing experience that captivates millions of viewers and maximizes brand reach.

Frequently Asked Questions?

How many people watch the Olympics?

In 2022, more than 2 billion people tuned into the Beijing Olympics. The high viewership and engagement amongst fans make this a great advertising opportunity. 

What is the most popular Olympic sport?

The most popular Olympic sport will vary depending on the country. However, insights from YouGov reveal that swimming and diving are among the top 5 favorite sports for Germany, the UK, and the US. In the United States and the UK, gymnastics is also very popular.