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Seven claims records with Olympics
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TV Wrap: Olympics breaks 2m mark on Sunday after Seven s best weekly OzTam ratings share
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5 ways brands are engaging with the Olympics
Both The Games themselves and the many screen options are different this year, and associated marketing made the most of both prescient and traditional themes.
“We’re not in a normative marketing realm,” Havas Media Australia chief marketing officer, Francis Coady, tells
CMO. “The journey of the Olympics has been fractured by Covid but we’re in a fractured entertainment landscape, too.”
Just look at the countless entertainment options competing for attention on screens alone, all compounded by lockdown. Aside from the fractured times in which these Olympics are held, Coady says the marketers’ task to “bring to life what is essentially passive event for viewers” is already a tall order.
How this year s Olympic Games could break new advertiser and consumer records
We investigate sentiment around this year s Olympic Games and how it s shaping up for brands and the official media broadcaster
Against all odds, the Tokyo 2020 Olympic and Paralympic Games are on. To many, this will be thrilling, surprising or even shocking.
Because while athletes are coming together, spectators from around the world will not because of risk of Covid-19 infection. It’s one of many Olympic traditions that can’t be upheld this year.
There are Covid cases in the Olympic Village and, unsurprisingly, mainstream Japanese press reports two-thirds of Japanese people doubt the safety of the Games. Off the back of this, long-time Tokyo 2020 sponsor, Toyota, announced this week it will not air Olympics-related commercials in Japan. Toyota is still supporting teams as the Games’ mobility partner, which will see accessible, safe and convenient ‘mobility for all’.
July 12, 2021 9:23
Seven West Media has announced its broadcast partners and sponsors for the Tokyo Olympic Games 2020, running from 23 July to 8 August 2021, followed by the Paralympic Games 24 August to 5 September.
McDonald’s Optus, Toyota and Woolworths join Seven’s live and free coverage as broadcast partners, with AAMI, Harvey Norman and HP joining as broadcast sponsors.
Local state sponsors include People’s Choice Credit Union and LiveLighter. A number of additional large sponsors have been signed but cannot be named at this stage, according to a release from Seven.
Ad sales for the Tokyo Olympics have also surpassed that of the Rio 2016 Olympic Games according to Seven West Media chief revenue officer and director of olympics, Kurt Burnette.
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