NBC Says Beijing Olympics Scores Well For Marketers, Nielsen Shows Initial Low TV Viewing
NBC Says Beijing Olympics Scores Well For Marketers, Nielsen Shows Initial Low TV Viewing
Although traditional prime -time Nielsen-measured linear TV viewing is down in the initial days of the 2022 Beijing Olympics versus other Olympics, NBC says Olympic marketers are getting high value.
Looking at all TV-video advertising, the company says there was a 98% completion rate for linear TV for all of Friday’s opening ceremony Olympic programming coverage, compared to digital where the average completion rates are closer to 50%, according to iSpot.tv.
In addition, there has been an ad interruption rate of 13% less across all TV programming, against the average for broadcast/cable programming.
During prime-time periods on NBC, the Olympics offered a 14% lighter advertising load. Over four days so far of Olympics coverage (Thursday through Sunday), there were 2.4 billion impressions, per iSpot.tv.
NBCU offered no comparable impression data compared to previous Olympics.
Other results: Viewers have a 39% greater likelihood to search for brands that advertised in the prime-time opening ceremony against the average for broadcast/cable programming. This data comes from two TV brand measurers, Phoenix and EDO.
NBC adds that these viewing results are also up compared to the two previous Olympics — 20% higher than the Tokyo Summer Olympics a year ago, and 32% more than the 2018 Pyeongchang Winter Olympics.
NBC also says brand recall and message memorability were up 53% and 70%, respectively, compared to the average for broadcast/cable programming.
NBC says the most liked commercial for consumers, according to iSpot, was Delta’s “Will to Fly” message.
The opening Beijing Olympics ceremony was down 63% to $8.7 million linear TV viewers from the 2018 Winter Olympics, and 17% lower than last year’s opening ceremony for the Tokyo Summer Olympics.
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