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Cynopsis: NBCU Touts Brand Impact of Tokyo Games

August 2, 2021

This mention was published in Cynopsis Media

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The opening ceremony for the Tokyo Olympics drew a US broadcast audience of 16.7 million, according to early data, down 37% versus the 2016 Games in Rio de Janeiro, and down 59% since the 2012 Olympics in Beijing. But the ceremony delivered significant impact for brands, according to Phoenix MI data comparing A25-54 numbers versus prior year benchmarks. Brand recall and message memorability were up +39% and +31%, respectively, vs. all brands in the 2016 Rio Opening Ceremonies, and brand recall and message memorability were up +25% and +21%, respectively, vs. the same brands’ prior year norms. “Enjoying the Games is not a linear sprint, but a multi-screen relay – and we know our platform will deliver for advertisers in delivery and impact,” said Mark Marshall, President Advertising and Partnerships, NBCUniversal. “Our teams are speaking to our partners every single day to ensure we help them achieve their goals throughout the Games.”

The first full day of the Olympics rose 26% from the Opening Ceremony the night before, delivering an 8.2 HH rating across NBC, USA Network, NBCSN and CNBC, according to Nielsen. NBC reported its streaming service, Peacock, notched its most-consumed Saturday since launch, and NBC Sports Digital set a record for the most streamed Olympics primetime show ever, averaging 648,000 viewers per minute.

Total US TV ad spending will decrease 4% to $60.6 billion in 2021, grow to $63.2 in 2022 and stay flat in 2023, projects Zenith. The media agency forecasts a rise to $15.3 billion in 2021, up from $14.7 billion last year, with spending flat at $15.5 billion for 2022 and 2023. Meanwhile, internet video spending in the US is expected to rise 40% to $34.2 billion in 2021, climbing to $38.7 billion 2022 and $43.3 billion in 2023. “This year has seen a return to growth, for brands and for the ad market, fueling a significant boost for most areas of ad spend,” said Lauren Hanrahan, CEO of Zenith. “Online video and other digital media have seen some of the biggest increases as audiences continue their digital migration to connected TV, streaming services, ecommerce, and social platforms. We predict this will continue, with advertisers following consumers with their investments.”

Tiered platforms, allowing viewers to choose between a paid, ad-free option and a less expensive (or free), ad-supported option, appeal to the largest cross-section of viewers, according to Hub’s new “Monetization of Video” study. “It’s true that some TV viewers will do almost anything, including paying a premium, to avoid ads. But there are many who will choose ad-supported TV if it saves money or lets them watch a show they can’t watch somewhere else,” said Jon Giegengack, one of the study authors. “Tiered plans give viewers control of their experience. Whether they watch with ads or not, everyone is getting an experience they chose, and not one chosen for them.”

 

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