Programmatic opens up possibilities for first-time Olympics advertisers

If the number of viewers tuning in to the U.S. Olympic team trials on NBC are any indication, then viewership for this summer’s games, which begin on July 26, should rebound from 2021.

Those Games in Tokyo, saddled by pandemic delays and a tough time zone, saw a 42% decrease in U.S. viewership compared to the previous summer event in 2016 in Rio.

But this year’s trials are already putting up solid numbers. In June, ratings across NBC and Peacock for swimming and diving trials were up 20% and 39%, respectively, compared to the 2021 trials’ average viewership. And earlier this month, ratings for the gymnastics trials were up 24%. Hello, Simone Biles, the star gymnast who dropped out early in the 2021 Games, no doubt fueling anticipation for her return.

That’s good news for NBCUniversal, which is broadcasting the entire Summer Games across its linear network and its digital streaming service, Peacock.

It’s also good news for marketers, who now have multiple ways to reach viewers. For the first time, advertisers can buy ad spots programmatically through Peacock in the U.S. across all 329 medal events, which add up to over 5,000 hours of content.

“Programmatic media buying levels the playing field, allowing our brand and others our size, to compete in the same arena as the world’s largest advertisers,” says Amie Stanley, founder and CEO of E29 Marketing, which provides digital services for first-time Olympics advertiser Tiger Balm.

Indeed, some advertisers will get into the Games for the first time, tapping programmatic inventory on a grand stage. Ad spend on connected TV (CTV) has surged, live sports is expanding to streaming, and now the Olympics represents an opportunity to join a global cultural event like few others.

Programmatic technology opens possibilities for small- and medium-sized brands to access the Olympics in real time with “little barrier to entry,” according to Elizabeth Zupkow, senior director at Goodway, E29’s media strategy partner.

“In the past, accessing Olympics and other tentpole-event inventory has required working directly with a publisher, which often came with high minimums, long lead times and additional production hurdles,” Zupkow tells The Current. “Accessing this opportunity programmatically means that we can connect the Tiger Balm brand with consumers quickly, easily and within our budget.”

New advertisers have already made their mark on the games. NBCUniversal is expecting to generate the most ad revenue in Olympic history this year, as Olympic and Paralympic Sales President Dan Lovinger told reporters on a conference call in April. At the time, $1.2 billion was already committed, $350 million of which was from new buyers.

Programmatic will allow advertisers of all kinds — from regional newcomers like the San Diego Zoo to global tech companies like IBM — to seize the moment, in the moment.

The San Diego Zoo considered three factors before deciding to advertise during the Olympics trials: cost-efficiencies, audience targeting and ease of activation, according to its agency The Shipyard.

Further, it’s also an opportunity for advertisers to test out Peacock and consider the streamer for future campaigns: “Peak engagement is a great time to test the capabilities of an individual publisher and get a sense of how their audience and contextual offerings can help mitigate the effects of data deprecation,” says Mo Allibhai, senior ad tech analyst at Forrester.

Advertising with the Olympics may not just be about the immediate results, but about applying valuable lessons to future strategies that may not have been possible in previous Olympic years. And that could change the game for brands, according to Allibhai.

“I’ve also noticed brands able to augment their voice and break through socially with witty and relevant commentary — so from my perspective a cohesive advertising and social strategy is a great way to grow reach and engagement by multiples.”

He adds, “Even if lightning doesn’t strike and they miss having a viral moment, the learnings are invaluable.”

Given the expected increase in viewership and interest, lightning is sure to strike for these Games. That could lead to greater results and valuable audience data for brands.