Converged communicators who have been following the Winter Olympics from Sochi have probably noticed that some commercials appear a LOT. (One example: Reebok’s “Underdog” commercial for its ZQUICK sneakers.) Coming just a week after the Super Bowl, it’s worth evaluating the different elements involved in planning an advertising strategy.
The Super Bowl comes on only once a year, of course, and it has an enormous audience – an advertiser can reach massive numbers of viewers with a single commercial. The Olympics last for slightly more than two weeks, with lower ratings for individual events (although NBC prime-time ratings are still quite high) but many more opportunities for a commercial to run. If you were an advertiser, which option (Super Bowl or Olympics) would you prefer? It’s possible that the better option could be different depending on the company.
Just something else to keep in mind as you watch hours of skating, hockey, skiing, and more in the coming weeks. If you have any favorite commercials during these Olympics (or even previous Olympics), feel free to post a comment about them!
Update: Woo-hoo! Reebok has posted video of its commercial to YouTube. Catch it here: http://www.youtube.com/watch?v=WB3yhhXN7C0.