NBC Universal (NBCU) has unveiled its plans for exclusive coverage of the Paris Summer Olympics, set to take place in three months. The media giant has announced record ad revenue figures for the upcoming games, with Peacock live streaming all 329 medal events for the first time, totaling 5,000 hours of coverage. In a new move, selected movie theaters across the country will also screen Olympics events, providing a unique viewing experience for fans.
Dan Lovinger, president of Olympic and Paralympic Sales at NBCU, revealed that the 2024 Paris Olympics are on track to set a new ad revenue record, with an impressive $1.2 billion already committed by advertisers. The postponement of the 2020 Tokyo Olympics due to the COVID-19 pandemic did not deter advertisers, as NBCU still managed to secure $1.25 billion in ad revenue for the rescheduled games. With commercial inventory still available, it is expected that a new ad revenue record will be set for the upcoming Paris Olympics.
Several prominent product categories, including non-alcoholic beverages, retailers, financial services, consumer packaged goods (CPG), and entertainment, have invested heavily in the Olympics. International Olympic Committee sponsors such as Procter & Gamble, Visa, and Toyota have also shown increased commitment, with $100 million being allocated this year. Additionally, marketers will have the opportunity to purchase Olympic ads programmatically for the first time, opening up new advertising possibilities for brands.
The Olympics have historically been a significant platform for female athletes, attracting a sizable female audience alongside male viewers. With a record-breaking audience interest in women’s sports, NBCU is expecting a strong showing from female athletes at the upcoming Paris Olympics. Notable female contenders include gymnast Simone Biles, swimmer Katie Ledecky, hurdler Sydney McLaughlin-Levrone, and the women’s basketball team, who are likely to capture viewers’ attention and support.
Despite the anticipated record ad revenue from Madison Avenue, longtime Olympic sponsors are reconsidering their marketing strategies. Companies such as Procter & Gamble, Bridgestone, and Intel are scaling back their advertising budgets for the Olympics, opting for digital and social media campaigns instead of traditional TV spots. This shift reflects the changing landscape of advertising and the increasing focus on digital platforms to reach audiences effectively.
NBCU’s coverage of the Paris Olympics will include live broadcasts on NBC and Spanish language Telemundo during daytime hours, with highlights and human-interest stories in primetime. Peacock will offer extensive streaming coverage, attracting a younger audience with a new user interface for on-demand viewing. Additionally, NBC will introduce new advertising opportunities such as “Prime Pods” and the Gold Zone Channel, providing sponsors with unique ways to engage with viewers during the games. Overall, the Paris Olympics promise to be a groundbreaking event in terms of coverage, audience engagement, and advertising strategies.
