July 24th, 2012
Olympics Offer Madison Ave. Another Opening, Another Show
By Stuart Elliott
New York Times
The opening ceremony of the Summer Olympics is like opening day, or opening night, for Madison Avenue.
Every four years, the opening ceremony of the Summer Games marks the start of dozens of advertising campaigns, just as the Super Bowl each year brings a spate of new commercials and campaigns. (A fair number of campaigns start during the opening ceremony of the Winter Olympics, but typically far more open during the Summer Games. The reason? Bigger ratings and buzz for the warm-weather Olympics.)
The campaigns making their debuts come from two types of marketers: those that are official sponsors of the Games and those that advertise during the coverage on television and online but have no formal sponsorship ties to the International Olympic Committee or its United States counterpart.