Nielsen Monitor-Plus: Olympics ad trends
With the 2006 Winter Olympics upon us, Nielsen Monitor-Plus took a close look at trends surrounding previous Olympic Games. These trends include the average cost for a 30-second commercial during the opening and closing ceremonies, the top advertisers throughout the 17 days of the games, as well as the top brands advertised during the Opening Ceremonies.
During the 2004 Summer Olympics in Athens, Greece, advertisers paid 340,000 for a 30-second commercial, which was slightly less than that of the 2002 opening ceremonies in Salt Lake City. However, the cost of advertising during the Games has increased significantly in the 10 years since 1994, showing an impressive 115% gain from 158,400 for a 30-second ad. Although the costs decreased 27% between the 1996 and 1998 Games, Nielsen Monitor-Plus reports a continuous increase in ad prices each Olympics thereafter. It is also interesting to note that the costs for a 30-second advertisement during the Closing Ceremonies are equivalent to those of the Opening Ceremonies.
AT&T was the top advertiser for the 2004 Summer Olympics, allocating 137.7 million during the Games. Since 1994, AT&T has significantly increased their media investment in the Olympics Games; the most dramatic increase was seen between 2000 and 2002, when the company tripled its budget. General Motors, Coca-Cola, and Anheuser-Busch were among the top 5 advertisers since the 1996 Games. It is interesting to note that General Motors did not advertise in the 1994 Games. For the first time, Procter & Gamble made the top 5 advertiser list during the 2004 Athens games, increasing their ad spending by five times since prior games.
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