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Volume 24 No. 156
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OLYMPIC ADS: FROM PEPSI IN THE ANDES TO MCDONALDS IN TIBET

     The TV ad onslaught by Olympic sponsors leading up to and
during the Games, is profiled by Jeffrey Scott of the ATLANTA
CONSTITUTION.  Delta, Coca-Cola, Reebok, IBM and AT&T will all
unveil new Olympic TV spots over the next six weeks.  There will
be 20 hours of commercials on NBC's 170-plus hours of Games
coverage and companies are giving ad agencies a budget of
$500,000 or more per commercial to "produce spots that are
memorable and move product."  NBC's ad rate for a 30-second spot
averages $280,000, with some slots "going for as much as
$500,000."  Nike began their Olympic-themed ads in March and is
centering its $35M summer campaign around Atlanta (ATLANTA
CONSTITUTION, 6/28).