Lazarus Says Rio A Financial Success For NBC McIlroy Not Rushing Equipment Decision Nike Unveils Latest "Unlimited" Commercial Omega Gets Most Social Media Play From Olympians Candidates Buying NFL Ads In Swing States Hawaii Hoping To Land New UA Deal Harden's Debut Adidas Shoe Panned By Critics Salt Lake City Leads Rio Ratings AmEx Using Holograms In U.S. Open Activation NBC Touts Digital Presence From Rio
SBD/January 13, 2014/Marketing and Sponsorship
NBC Stops Taking Ad Sales For Sochi In Order To Preserve Units For Make-Goods
Published January 13, 2014
SUPER-SIZED CHALLENGE: USA TODAY's Bruce Horovitz notes the Sochi Games and Fox' Super Bowl XLVIII telecast "are competing for the same prize that the two big-time events jostle for every four years: advertisers." However, this is "not a winner-take-all contest," as both events "are prospering in a world of sports-hungry viewers." Just "four days of separation would appear to be working against the two mega-events," but this notion is "wrong." NBC Sports VP/Communications Chris McCloskey said, "We're exceptionally well sold and have set a Winter Games record." Kantar Media Chief Research Officer Jon Swallen said, "There's a large enough pool of advertisers and ad budgets for both events to draw from." Still, a few advertisers every four years "tend to step away from the Super Bowl -- often, just for that year -- and sign on to the Olympics." This year "is no exception," as companies including Century 21, Subway and Best Buy are doing so (USA TODAY, 1/13).