Advertisers Find Games a Gold Mine: Olympics TV Audience Far Exceeds Expectations

By Marriott, Anne | The Washington Times (Washington, DC), July 31, 1996 | Go to article overview

Advertisers Find Games a Gold Mine: Olympics TV Audience Far Exceeds Expectations


Marriott, Anne, The Washington Times (Washington, DC)


Ambushing consumers with flashy commercials hyping everything from beer to telephones may help put advertisers at the Olympic Games on top.

NBC's ratings since the Olympic coverage began have exceeded predictions by about 25 percent. As many as 90 million Americans have been tuning in the events in Atlanta.

Coca-Cola's advertising campaign is highlighting fans at past sporting events - all of them drinking bottles of Coke. IBM "eavesdrops" on conversations in which characters praise the company's computer graphics. NationsBank is presenting 30-second spots about its commitment to the Olympics.

For companies spending an average of $600,000 for a 30-second prime-time slot during the Olympics - a commercial during this year's Super Bowl cost about $1.5 million - the bigger audiences are more than just a pleasant surprise.

"The No. 1 goal was to generate brand awareness for NationsBank," said spokesman Scott Scredon about the bank's goals for Olympic advertising. But he declined to say how much the company spent on advertising beyond the $40 million fee to become an official Olympic sponsor.

Reebok International, although not an official sponsor of the Summer Games, surpassed the $40 million mark with its advertising campaign - including hiring Dallas Cowboys star Emmitt Smith to plead with the Olympic committee to admit football as an official sport - according to spokesman Dave Fogelson.

The sports apparel giant has battled competitor Nike's own advertising campaign, but it hopes that providing gear for athletes during the Games will win the company some recognition on the field as well.

"The first priority isn't so much an advertising one," said Mr. Fogelson of Reebok. "If you're in our business and you're not equipping a lot of the athletes, .

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Advertisers Find Games a Gold Mine: Olympics TV Audience Far Exceeds Expectations
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.