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SBD/May 16, 2013/Marketing and Sponsorship
NBC Already 75% Sold Out For Sochi, Hopes To Top $800M And Set Winter Games Record
Published May 16, 2013
A-B, HILTON NOT BUYING AD TIME: Of the USOC’s 15 largest sponsors, only Anheuser-Busch and Hilton have opted not to buy advertising. This will be the first time in a decade that A-B has not advertised during an Olympics. By comparison, it had 103 spots in the '06 Turin Games. Hilton chose not to advertise during last summer's London Games as well. A-B VP/Marketing Paul Chibe said the company is focused on its official sponsorship of Team USA. He added, “With respect to advertising, TV media is not the only game in town. We will activate in new, creative ways.” Among IOC sponsors, Winter said NBC is still in talks with Samsung, Dow and Panasonic. NBC Sports also had success in selling advertising beyond Olympic sponsors. It has closed a deal with Carnival Cruises, GM, several movie studios, retailers and technology companies, Winter said. NBC’s new approach to digital sales also boosted its advertising sales total. Winter said NBC decided to limit the number of digital advertisers it will have to 16 in large part because it has less video content available online for Sochi, which has just eight sports, than it did for London, which featured 28 sports. But having less inventory helped boost demand for digital advertising, and NBC was able to sell out of those 16 positions quickly. Only TV buyers who hit a “certain threshold” made the list of 16 advertisers, Winter said, and as a result, they will benefit from less advertising clutter on NBCOlympics.com (Mickle). The WALL STREET JOURNAL's Matthew Futterman notes Winter "described the move by Anheuser Busch InBev as 'a shock' since sports has played such a central role in the company's marketing strategy." Meanwhile, NBC could face "record production costs for the Sochi production, offsetting the strong ad sales" (WALL STREET JOURNAL, 5/16).