Kantar Media takes historical look at winter Olympics ad spending

The countdown is on to the 2014 Olympic Winter Games, which will take place in Sochi, Russia and is being televised by NBC Universal from February 6-23. For U.S. sports fans, the quadrennial event fills a gap between the Super Bowl and the NCAA Men’s Basketball Tournament and puts a spotlight on a variety of winter sports that receive little media coverage in non Olympic years. 

Spectators and TV viewers will watch the participants vie for medals in 96 events on ice and snow. Skilled athletic achievements, unexpected outcomes and poignant storylines will add to the drama. For the advertising industry, there is additional interest in the efforts of marketers trying to leverage the Olympics for the benefit of their brands. Like the athletes, the sponsors also hope to cross the finish line without slipping or crashing and to earn marketing gold. 

Kantar Media has mined its extensive database to compile a variety of statistics and insights on Winter Olympic advertising.

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