Benefit from the Olympic Halo

Brands that are connected and showcased during the Olympics have historically seen significant ROI generated and elevated their brands to new heights.” TEGNA’s Matt Ginn, Director of Enterprise, shares how advertisers can take first place on 2021’s grandest showcase of the human spirit.

Meredith Cunningham Published: May 12, 2021

The power of sport is an incredible thing. With the upcoming Tokyo Olympics, audiences worldwide are more than ready to be inspired by their country’s athletes and all the magical moments that happen on the world’s stage.  

From Michael Phelps’s historic medal count to Kerri Strug’s storybook landing, audiences will never forget where they were for those moments and tell those stories for years to come.  

Matt Ginn, TEGNA’s Director of Enterprise, is no different.  

His favorite Olympic moment is watching local track star Jeremy Wariner win his first two gold medals during the 2004 Summer Games in Athens. The two went to rival high schools, so Ginn knew first-hand what type of special athlete Wariner is.

“I was so excited for him to accomplish his dream on the world stage,” recalls Ginn. “I also remember when he announced he was going to Baylor to run track while I was going to play football at Rice. He told me, ‘this is another step towards my ultimate goal of being an Olympic champion.’” 

What does this mean for your brand?  

These inspirational moments present a rare and unique opportunity to grow market share, acquire new customers, elevate the quality of your current customers, and take your brand to the next level.  

“Brands that are connected and showcased during the Olympics have historically seen significant ROI generated and elevated their brands to new heights,” says Ginn. “It’s an invaluable and unique opportunity to have a direct meaningful and emotional connection with their existing and prospective customers.” 

One way for brands to make these emotional connections is by taking advantage of the positive Olympic Halo effect that TEGNA’s journalists create, like Chris Egan at KING5 in Seattle and Dave Schwartz at KARE in Minneapolis. 

With experience covering multiple Olympics, this duo shines because they are able to connect with their local Olympic athletes, like basketball player Sue Bird or Curling skip John Shuster, just to name a few.  

“It’s the connection with our local communities that allows TEGNA to set the standard of journalistic excellence versus other platforms,” says Ginn.    

Most importantly, Ginn adds that the positive Olympic “Halo” impact for brands is historically proven to deliver results which we can measure through TEGNA Attribution to provide brands with proof and accountability.   

With TEGNA Attribution, advertisers have the ability to collect enough data to know if the person in your store, or on your website, is there as a result of seeing the ad campaign – whether it was viewed via Broadcast, OTT, or digital.   

“We know that the right message accompanied by an Olympics schedule will generate website traffic, store visits, and sales,” says Jessica Daigle, VP Sales Intelligence at TEGNA. “With closed-loop attribution, our advertisers can be confident with the data we’re providing them to make smart decisions and optimize their media plan,” says Daigle. 


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. 

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