Viewers Complain About Too Many Olympics Ads, But Volume Actually Fell

by Cassandra Jaramillo, Wall Street Journal

Commercial time during opening ceremony in Rio was down almost 19% from 2012 London Olympics

So much for all the complaining about commercial overload during the opening ceremony of the Rio Olympics.

Surprise: The number of advertisements was actually down from the 2012 London Olympics.

During Friday night’s opening ceremony of the Games, viewers took to social media to voice their anti-advertising sentiments as many felt the broadcast was inundated with more ads than Olympians.

But according to ad tracker Kantar Media, the opening ceremony at the 2012 Summer Games had 72 advertisements—including paid ads and NBC promotions—within the 4 1/2 hours of television coverage. That means viewers watched 41 minutes and 30 seconds of commercials during that time.

This year’s opening ceremony had 19% less ad time during the initial 4 ½ hours of coverage, according to Kantar Media. During that time, there were 54 ad spots, adding up to 33 minutes and 45 seconds of commercials. The opening ceremony ran half an hour longer this year, with an additional two NBC promos during the final half hour, according to Kantar Media.

This article originally appeared in The Wall Street Journal. To view the full article, visit:

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