Obama Campaign Commits $5M To Beijing Games TV Ad Package

Obama's Presidential Campaign Commits To $5M Beijing Olympics Ad Package

U.S. Sen. Barack Obama's presidential campaign has bought a $5M package of spots during NBC's coverage of the Beijing Games "that includes network TV as well as cable ads," marking the "first significant network-TV buy of any presidential candidate in at least 16 years," according to Ira Teinowitz of AD AGE. The last network TV spot by a presidential candidate was a "single multi-minute ad" Republican Bob Dole ran in '96 (ADAGE.com, 7/23). The HOLLYWOOD REPORTER's Paul Gough notes "it isn't immediately clear in which dayparts the ads will run or in what specific sports coverage." Meanwhile, there is no word on whether U.S. Sen John McCain's presidential campaign is "about to purchase any ads during the Olympics" (HOLLYWOOD REPORTER, 7/24).

FINAL PUSH: MEDIA LIFE MAGAZINE's Kevin Downey cited media buyers as saying that demand for the remaining 10% of NBC's ad inventory for the Olympics is "sluggish and a good chunk of these spots will likely remain unsold when the Games begin airing" on August 8. NBC "will still likely reach its goal of $1[B] in ad sales, and it's probably already recouped its $900[M] investment in the Games." However, many "who might otherwise have signed on have held back, their ad budgets cut back as they struggle with declining revenue." A 30-second commercial during NBC's coverage is "reportedly going for about $750,000," but even if NBC were to cut prices, potential advertisers "will be weighing whether it would make more sense to spread what they would pay for one Olympics spot over a couple of weeks on less-costly programming." Downey noted NBC also faces problems from the "sheer amount of inventory it has to sell," as well as "continuing news reports about China" (MEDIALIFEMAGAZINE.com, 7/23).