In a world where we often feel more divided than ever, we frequently turn to sports for a sense of unity. This year’s Olympic Games, held from July 26th to August 11th, reminded us of the pride we feel as we watch extraordinary athletes bring home gold medals. But beyond the awards, the Olympics also highlight the intersection of sports, creativity, and culture. The influx of ads during the Olympics suggests that the Games might be channeling the immense advertising power traditionally associated with the Super Bowl. With the rise of streaming platforms, businesses are exploring the most effective ways to advertise their products, whether through YouTube TV, cable, Peacock, or social media platforms like TikTok.Are the Olympics positioning themselves as the next big advertising event, where viewers tune in not just for the competition, but also for the commercials? In this blog, we’ll delve into how the Olympics are transforming and energizing the advertising industry from a creative perspective.
Before the Olympic Games even began, NBCUniversal, which owns the U.S. media rights through 2032, set a new record by selling $1.2 billion in advertising, completely selling out ad space for both the opening and closing ceremonies on NBC’s linear TV and streaming platform, Peacock. With every single event streamed live, advertisers have countless opportunities to engage with their audiences. Dan Lovinger, NBCU’s President of Olympic and Paralympic Partnerships, also noted that digital advertising revenue reached new heights, “with $350 million expected from first-time advertisers.”
The unprecedented growth of streaming services, particularly Peacock, has changed the way we watch sports. As a result, the Olympics are evolving, and so is the way ad space is bought. According to Ad Excahnger, for the first time at any Olympic Games, NBCUniversal now offers programmatic access for purchasing ad space, giving advertisers two key options: global brands can broadcast their message worldwide, or they can target specific audiences within the event's vast reach.
**According to Amazon Ads, if you're not familiar, programmatic buying, or programmatic advertising, is a data-driven, automated approach to purchasing digital ad space. This approach helps brands target the right audience at the right time and can be more cost-effective than traditional media buys.
As a result, by using programmatic buying, businesses will not only reach a wider audience, but as Baylor University notes, it will also create "a showcase of innovative advertising that will engage, inspire, and entertain viewers around the globe."
Let's begin with heritage brands, which are globally recognized and are using the Olympics to enhance their connection with a worldwide audience, as highlighted in a Baylor University article. For example, two major American brands, Ralph Lauren and Coca-Cola, are making the most of this opportunity. Coca-Cola launched the "Rivalry Like No Other" TV spot featuring Olympic swimmer Tatjana Schoenmaker, emphasizing the unity and magic that Coca-Cola brings when the world comes together. Meanwhile, Ralph Lauren adopted a different approach but with the same goal in mind—reminding audiences of the pride in winning an Olympic gold medal. The brand showcased its role as the official outfitter of the Games, featuring its clothing and emphasizing its connection to the Olympic spirit.
Niche audiences
For gamers, there was even a specifically targeted advertisement just for you. According to The Drum, “Super League, a publisher of digital immersive games, partnered with the International Olympic Committee (IOC), VISA, and EverGame to launch 'Olympic World,' the first environment on Roblox featuring Olympic and Paralympic intellectual property.” This virtual space allowed players to explore the world of the Olympics through immersive games, activities, quests, and events. “With over 77 million daily active users on Roblox from more than 190 countries,” many of whom are Gen Z, this initiative aimed to engage a digitally connected audience and, of course, fuel the Olympic spirit.
For athletes, Nike crafted an ad that speaks directly to their experiences. Dynamic and empowering, it highlights the determination, sacrifice, and passion required to achieve the pinnacle of success—winning an Olympic medal. Narrated by Willem Dafoe, Nike's new campaign, "Winning Isn’t for Everyone," celebrates the brand's legacy and inspires athletes through powerful storytelling. The ad begs us to question, "Am I a bad person?"
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This year’s ads captivated audiences with storytelling magic on a scale usually reserved for the Super Bowl. From mental health and dog food to beer and mood rings, the range was as diverse as the viewers themselves. Every ad aimed to not just catch your eye but also inspire and unite. No matter who you are or what you’re into, the Olympics had an ad for you. Forbes reported that this year’s Games drew an average of 30.6 million viewers—an impressive 82% jump from the 16.9 million for Tokyo. It’s clear that the Olympics is hitting the mark– ratings are up, and you’re at the center of it all.
With viewership rising and the success of the Olympics reaching new heights, what can we expect from the 2028 Summer Games? Companies are certainly taking note of these success rates, and with programmatic ad buying becoming more accessible, it’s clear that you, the viewer, are the product. This is just the beginning of a new era in advertising, where the marketing industry will grow increasingly powerful as companies deepen their understanding of the streaming landscape. As a CCI student, what do you think about this new development in Olympic advertising? How do you believe programmatic buying will impact other media landscapes? Share your thoughts on our Instagram or via the email below!
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