OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 | 4 min read The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience.

PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 | 13 min read We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage of each event. The athletes go into the finals after often more than a year of intensive preparation. Organisers are making the final touches and reassuring the public that they have done their utmost in terms of security to ensure the smooth running of the Games. And what about the Olympic team partners? Their marketing departments are racing to see who can put together the most creative campaign full of hope, motivation, and positive sportsmanship with the help of national heroes. The same applies to the Czech Olympic Committee and its most important sponsors. How have they managed this discipline during the past Olympics and what have they prepared for us this year? Czech Olympic Committee - Living London like John Cleese (2012) Traditionally, the Czech Olympic Committee, as the main carrier of the Olympic message in the country, airs its TV advertisements in the run-up to the Olympics. In 2012, it managed to engage a truly exclusive partner – British actor John Cleese, best known as a former member of the legendary comedy group Monty Python, and neurotic hotel manager Basil Fawlty from the Britcom Fawlty Towers. The campaign featured several spots in which Cleese takes the role of the viewer’s guide to Olympic and traditional London. Of course, he provides basic information on red phone booths, the five o’clock tea tradition, and a basic English language lesson. The COC has launched a total of ten spots featuring John Cleese, and interestingly, the actor has made one condition for his participation – that he will be actively involved in the scripting of all the adverts. The result is a unique campaign with an international star actor who excels in the art of dry British humour, which would be difficult to imitate by an exclusively Czech creative team. Czech fans couldn’t have asked for a better invitation to London.

THE OLYMPICS IS FIGHTING FOR YOUNG VIEWERS. SERVING THEM A VIDEO WITH A POPULAR SINGER AND LURING INFLUENCERS TO PARIS

18. 7. 2024 | 3 min read The Summer Olympics are trying to target Generation Z, who watch sports differently - often in short segments instead of live broadcasts.

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 | 6 min read With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns.

2024 OLYMPICS COME ALIVE WITH MEDIA AI

9. 7. 2024 | 7 min read AI can’t compete, but, it can enhance and verify storytelling.

THE OLYMPICS IN PARIS IS A DRAW: MAX, THURS, NEW CHANNELS AND HDR

4. 7. 2024 | 4 min read This year is packed with sporting events - the hockey championship held in the Czech Republic, the Euro football tournament and finally the Summer Olympic Games in Paris. From a technological perspective, it's once again a feast for the viewer.

STUDY USA: PARIS OLYMPICS TO JUMPSTART U.S. SVOD SUBSCRIPTIONS

10. 6. 2024 | 3 min read One-in-four American subscribers (29%) will sign up to a new streaming service to watch the Paris Summer Olympic Games this July. For those who already pay for at least one sports-themed streaming platform, the percentage jumps to 66%, according to new data from Bango, released in its new Going for Gold report.

FORECAST: GLOBAL AD SPEND TO GROW FASTER IN 2024

16. 2. 2024 | 1 min read Insider Intelligence forecasts that worldwide spending in digital, traditional, and total media ad spending will all grow faster in 2024 than they did in 2023 (when growth amounted to 0.5 per cent YoY).