July 3rd, 2012
Olympics Sponsors Go for the Young
By MIKE ESTERL
Wall Street Journal
The Olympics are all about youth, except when it comes to the viewers.
While many deep-pocketed companies leap at the chance to become sponsors, the large television audience they will reach at this summer’s Games in London starting July 27 skews older than the teens and 20-somethings whom marketers usually seek out.
Longtime Olympics sponsor Coca-Cola Co. KO +0.22% says the average viewer of summer Games television broadcasts is more than 45 years old in developed countries, far above the company’s under-30 target audience. As a result, TV ads increasingly are just parts of much more elaborate campaigns.
Sponsors are leaning heavily on Facebook, Twitter and iPhones to not only reach more young people but turn them into brand messengers in the high-stakes game. Eleven top corporate sponsors, including Coke, have paid the International Olympic Committee a combined $957 million in marketing rights for this summer’s London Games and Vancouver’s 2010 winter Games.