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SBD/Issue 155/Olympics
Media Reporting Firm States GM Was Top Olympic Advertiser
Published May 1, 2002
GM and AT&T "were the top advertisers" on NBC's telecast of the '02 Games, which generated $744M in sales, according to Competitive Media Reporting data cited by Rick Westhead of BLOOMBERG NEWS. GM spent about $95M on the Games, more than twice the $43M spent by AT&T. CNBC had $14M in ad sales, while MSNBC had $16M. GM Dir of Marketing Steve Tihanyi said that GM "plans to air about the same number of ads" during the '04 Games (BLOOMBERG, 4/30).
| NBC'S TOP TEN OLYMPIC ADVERTISERS | ||||||
| 1) | GM | $94.7M | 6) | Johnson & Johnson | $24.3M | |
| 2) | AT&T | $42.8M | 7) | General Electric | $24.0M | |
| 3) | Visa USA | $36.8M | 8) | McDonald's | $21.9M | |
| 4) | A-B | $31.0M | 9) | Volkswagen AG | $18.9M | |
| 5) | Coca-Cola | $30.7M | 10) | Xerox | $17.2M | |
RELATED INFO: Westhead reported that TOP sponsors that "didn't buy any TV advertising in the U.S." were Panasonic, Samsung and SchlumbergerSema. Meanwhile, the top buyer on CNBC's telecast was Datek Online, which spent about $871,000. MSNBC's top advertiser was Ace Insurance Co., which spent $109,000 (BLOOMBERG NEWS, 4/30).
