As the opening ceremony of the Paris Olympic Games approaches in July, the broadcaster NBCUniversal has seen great interest from sponsors for this year’s main global sporting event. This is because stadiums are expected to be full for the first time since the pandemic.
Comcast’s NBCUniversal said it has already sold $1.2 billion in advertising for the games and is on track to hit a new record for sponsorships (the Tokyo Games raised just over $1.2 billion). The company paid US$7.6 billion to renew its Olympic rights deal until 2032, the world’s largest deal in that regard. The information is from Reuters.
Ad spending from International Olympic Committee (IOC) sponsors increased 18% compared to the 2021 Tokyo Olympics, according to Dan Lovinger, president of Olympic and Paralympic sponsorship sales at NBCU. The growth can be attributed to the fact that the Paris Games are the first Olympics to allow all spectators since the pandemic, and with a more favorable time zone for US audiences, following three Olympics in Asia. Of the US$1.2 billion announced, US$350 million came from new companies.
As viewers, especially young viewers, increasingly consume content online and through social media, NBCUniversal has taken steps to keep up with the change. The broadcaster announced last month that for the first time at a Summer Olympics, all Paris events would be available on its streaming service. streaming Peacock. Advertisers will be able to buy ads for the first time using automated technology. The company also struck deals to publish clips on X and Snapchat.
NBCU’s digital advertising revenue for Paris has already surpassed any previous Olympics.
*With information from Exame/ Cover photo: Benoit Tessier / Reuters.
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