According to AdWeek, the majority of Olympics enthusiasts won’t be seeing much election-themed content when this year’s Olympic games kick off in Rio de Janeiro tonight. With Kantar Media approximating the cost of a 30-second spot as $100,000 during the summer’s event, Hillary Clinton and Donald Trump are using precious ad dollars elsewhere. When ads do air, it’s viewers in swing states such as Ohio that are expected to lay eyes on the majority of election content in the coming weeks of Olympics mania.
As reported in AdWeek, massive viewership – the 2012 summer games in London attracted over 217 million viewers over the course of the event – isn’t translating into national political ad buys during the games. Historically, the immense scale of viewership makes it more difficult to effectively target ads during the widely watched and talked about summer games. Consequently, campaign strategists are looking to shift funds to ads in battleground states as opposed to national advertising during the games.
Some political strategists are predicting that this year may see an uptick in political ad buys during the games. Not only were the conventions held before the Olympics this year (the opposite was true in 2012), but according to RedPrint Strategy co-founder Casey Phillips, “We’ll get a chance to get exposed to folks who may not be watching live TV on a regular basis. I think you’re going to see more than usual on this Olympics.”
Phillips’ prediction is a strong contender for the gold: On August 3, Deep Root Analytics announced that Clinton has begun to buy Olympics airtime at the state level, with talks in place for national and cable buys. Trump has yet to purchase any air time.
The opening ceremonies air Friday, August 5 at 8 p.m. ET on NBC.