On The Ground in Rio

German Automaker BMW Leads Olympic Ad Spending In America

By David Broughton 8.9.2016

Through Day 3 of the Rio Games, German auto maker BMW has spent an estimated $6.68M in TV advertising during NBC Universal’s coverage in the United States, leading all advertisers, according to SportsBusiness Daily’s analysis of iSpottv data. BMW has run 10 unique ads, including one featuring Paralympian Josh George, for a total of 36 spots.

During that time span, 100% of BMW’s U.S. TV ad spending was earmarked for Olympic programming. Other brands spending big in America during Rio Games coverage include U.S.-based Geico ($5.69M), Visa ($5.51M) and Chevrolet ($4.96M), and Japan-based Bridgestone ($4.51M).

Visa’s BBDO-produced “The Carpool to Rio” ad has been the Games’ most valuable spot to-date, valued at $3.84M. The 105-second spot has run 28 times and features 15 athletes from around the world, including New Zealand shot putter Valerie Adams, Canadian divers Jennifer Abel and Pamela Ware, U.S. swimmer Missy Franklin and U.S. decathlete Ashton Eaton.

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