NBC Sports has more than doubled the $25 million in digital ads it sold for the 2008 Beijing Olympics for the London Games, months before the 17-day event, paidContent reports.
Executives as the company attribute the increase in part to its decision to put more than 3,000 hours of video from London online.
Lessons from 2010
Viewer habits from the 2010 Olympics support the notion that Games watchers will be surfing online as well as watching the action on large-screened televisions–and thus open to digital ads. Almost 13% of viewers tuning in to Olympic opening ceremonies on Friday, February 12, 2010, were also surfing the web, according to Nielsen’s single source panel of TV and internet users.
The website of choice for opening ceremony viewers was Facebook, with an estimated 41% of simultaneous users spent time on the social networking site. Google and Yahoo were the next two most popular sites, with 38% and 35% of simultaneous users visiting the sites, respectively.
One brand readying its campaign for the Games—including an online component—is Procter & Gamble, which is in the highest sponsorship tier. First aired in the 2010 Games, the campaign proclaims Procter a “proud sponsor of moms” and thanks mothers on behalf of their children. (via New York Times). Digital ads will promote the campaign this year.