Olympic programming on NBC, NBC Sports, USA Network, MSNBC, Bravo, CNBC and Golf Channel generated an estimated $1.16 billion in advertising revenue, according to an SBJ analysis of iSpot.tv data.
Geico led all TV advertisers during the 17 days of coverage, spending an estimated $44 million. Among brands, the insurance company topped Chevrolet ($40.7M), Samsung ($37.7M), BMW ($37.5M) and Visa ($32.3M). Geico also led in the overall number of commercials during Rio coverage, airing a total of 716 spots during the Games. The brand topped Budweiser (486 spots), Pizza Hut (435), T-Mobile (378) and ExxonMobil (290).
Here are some of the advertising metrics from NBC’s Rio coverage:
■ No. of commercials: 19,736
■ No. of unique commercials: 866
■ No. of brands that advertised: 416
■ Top ad spender: Geico ($44.0 million)
■ Biggest single ad spend: Chevrolet’s “Up,” featuring its Camaro, Equinox, Malibu and Silverado lineup of vehicles ($24.7 million)
■ Top industry: Automakers ($195.9 million)
■ Top daypart: Tuesday, Aug. 9, 8 p.m.-midnight ET ($52.6 million), highlighted by two gold medals for Michael Phelps and one for the U.S. women’s gymnastics
