Comcast goes for Olympic gold
Who’s on Top? – February 5-11, 2018
The Winter Olympics were a boon to new national TV ad spending during the week ending February 11th. Expenditures for new ads increased 77 percent from the previous week (excluding spend during Super Bowl LII) to reach $256 million. The winter games were responsible for $91 million of these expenditures, or 35 percent.
The last Winter Olympics in 2014 set a record of $977 million for national TV ad spend, easily beating the previous high of $831 million set in 2006. This milestone is likely to be eclipsed by the 2018 competition in PyeongChang, South Korea, and with the event just getting started, we are likely to see higher than typical spend levels over the coming weeks.
As an official partner of the United States Olympic Committee (USOC), Comcast spent all of its national TV budget this week on three new ads which featured Olympic and Paralympic athletes. In addition to being an official USOC partner, Comcast NBCUniversal also holds the U.S. media rights to the Olympic Games through 2032. As such, the TV advertising was placed exclusively during airings of the Olympic Games on NBC networks.
The majority of spend, $4.3 million supported an ad featuring Rico Roman, a Paralympic athlete and retired Army Staff Sergeant who explains how he used hockey as another way to serve his country after losing a leg while serving in Iraq. Roman was introduced to sled hockey in 2008 by Operation Comfort, an organization that provides assistance to U.S. service men and women. He took home the gold at the Paralympic Winter Games 2014.
The remainder of Comcast’s budget was split among two commercials. One spot featured Afton, MN hometown hero and Olympic cross-country skier, Jessie Diggins, as she receives an outpouring of love and support from her community and sends the sentiment right back to them from PyeongChang.
Another ad, which promotes Comcast Business, showcases a compilation of Team USA athletes in gruelling training sessions. The spot shows them giving all that they can to achieve their dreams, in workouts that are now powered by the same gig speed network that powers America’s businesses.
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