With a little over 100 days still to go for Paris 2024, US media rights holder NBCUniversal is “on track to generate the most advertising revenue in Olympic history”.
“Paris ’24 is shaping up to be the biggest Games we’ve ever had across both linear and streaming, and to give you a sense of how impactful these Games will be for the advertising community, we can report that we have achieved $1.2 billion (the record set at Tokyo 2020) in ad sales commitments for Paris 2024, and with advertisers more eager than ever to be part of these Games, over $350 million of the $1.2 billion is from new advertisers,” NBCU’s sports-advertising chief Dan Lovinger said during a conference call with reporters Tuesday.
Lovinger further noted that digital advertising revenue for this year is already setting a new record, surpassing any digital ad revenue in the history of the Games.
Lovinger added that that the non-alcoholic beverage category, the CPG category, financial services, retail and entertainment are the advertising categories that are seeing the biggest increases.
And Lovinger said that the Olympics are in a prime position to capitalize on the women’s sports boom driven by the recent record-breaking NCAA women’s tournament, noting that “we’ve seen advertisers specifically come to the Olympics to support female Olympians”.
“The Olympics are also the perfect venue to reach female sports fans in an environment that celebrates and salutes women’s athletics at the highest level,” Lovinger said. “With the gargantuan ratings recently seen in the women’s NCAA Tournament, the opportunity for advertisers to support women in sport and reach female viewers has never been greater with the Olympics. In fact, over half of our primetime coverage is dedicated to women’s sports during the games, and 99% of broadcast primetime female coverage in a given Olympic year occurs during the Olympics.”
