According to the latest TAM Sports Commercial Advertising Tokyo Olympics report 2020, the ad volumes decreased by 20% during the games. However, the number of brands and advertisers increased in Olympics 2020.
Among the top 5 categories ‘Life Insurance’ was common during both the 2016 and 2020 Olympics. For Olympics 2020, the ‘Associations/Social/Cultural Organization’ topped the list followed by ‘Aerated Soft Drink amongst the new categories.
For the brands and list of advertisers, JSW Group and Hero Motocorp occupied the top positions during Olympics 2016 whereas GCMMF (Amul) and Jindal Group. The top 5 brands contributed 41% and 68% share of Ad Volumes during Olympics, 2020 and Olympics, 2016 respectively. The tally of categories, advertisers & brands rose by 60%, 146% & 66% respectively in Olympics, 2020 compared to Olympics, 2016.
The top 5 advertisers in Olympics 2020 accounted for 50% of the ad volume share. During the Olympics 2020, the ’20-40′ seconds’ ads were utilized the most. This was followed by ‘less than 20 seconds’ and ’40-60′ seconds for 2020. Among the new categories, ‘Associations/Social/Cultural Organization’ topped the list followed by ‘Aerated Soft Drink’.
You can access the complete report here:
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