The Power of Advertising in the Olympics: Creating a Greater Impact on Consumers

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width=600,left=10,top=10,,scrollbars=yes,menubar=no'); return false;"> <i class="fa fa-twitter" aria-hidden="true"></i> </a> </div> </div> </div> </div> </div>  <div class="author-container article__meta"> <time class="general-content__date"> Aug. 19, 2024 </time> <div class="general-content__author"> By <span>Pam Zucker</span> </div> </div> </div> </div> <div class="article__image"> <img src="https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-4.png" alt="The Power of Advertising in the Olympics: Creating a Greater Impact on Consumers 3" > </div> <div class="container module--news"> <div class="article__table-contents-header-container-mobile"> <div class="article__table-contents-header-mobile uk-hidden@m"> <a class="article__table-contents-header-mobile-action uk-link-reset" uk-toggle="target: #article-index-id; animation: uk-animation-slide-top-small" hidden> <div class="article__table-contents-header-content-mobile uk-flex uk-flex-middle"> Table of Contents <span class="article__table-contents-header-icon bold iabicon-arrow-in-circle-down uk-margin-auto-left"></span> </div> </a> </div> </div> <div class="article-container uk-flex uk-overflow-hidden"> <div class="article__content"> <p>The story is true – Olympic advertising resonates with consumers. Advertising during the Olympic Games is more than just an opportunity to showcase products—it’s a chance to tell powerful stories that resonate deeply with consumers. When advertising is crafted with great storytelling, it taps into the emotions and values that the Olympics inspire, making it particularly impactful. Olympic ads are constructed with the consumer in mind, carefully considering the context and mood of the programming. As a result, these ads don’t just reach audiences; they resonate with them. This connection is especially strong among younger consumers, who pay close attention to Olympic advertisements, perceiving them as more engaging and meaningful than typical TV ads.</p> <p>To test our belief in the power of Olympic advertising, IAB conducted consumer research August 8 – 9, 2024 with 300 consumers using our Insights Engine tool which surveys consumers about their impression on any given topic. The data in this article is from that survey.</p> <p> </p> <p><img fetchpriority="high" decoding="async" class="alignnone size-large wp-image-186576" src="https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-1024x535.png" alt="The Power of Advertising in the Olympics: Creating a Greater Impact on Consumers 6" width="1024" height="535" srcset="https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-1024x535.png 1024w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-300x157.png 300w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-768x401.png 768w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-128x67.png 128w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-24x13.png 24w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-36x19.png 36w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-48x25.png 48w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7-600x314.png 600w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-7.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <p><strong>Consumers Tell Us: Olympic Ads Are Higher Quality, and They Pay More Attention </strong></p> <p>Data consistently shows that consumers perceive Olympic ads as higher quality compared to regular television advertising. This perception is particularly strong among younger viewers, with 70% of 18-34 year-olds rating Olympic ads as better than regular TV ads. Even among the 55+ age group, a majority (56%) still considers Olympic ads to be of superior quality.</p> <p>One key factor contributing to this perception is the storytelling element of Olympic ads. These ads often feature inspiring messages, emotional content, and creative visuals that captivate audiences. For instance, 40% of viewers find ads featuring Olympic athletes the most appealing, while 38% are drawn to the inspiring messages these ads convey. Younger viewers, in particular, are attracted to the creative visuals (36%) and the emotional storytelling that often accompanies Olympic advertising.</p> <p>Moreover, the general attitude toward advertisements during the Olympics is positive, with more than half of respondents (55%) finding these ads useful or somewhat useful. This is significantly higher among the 18-34 age group, where 58% find the ads valuable. Even though the 55+ group is less receptive, with only 48% finding ads useful, Olympic ads still manage to capture their attention more effectively than regular TV commercials.</p> <p><strong>Storytelling Matters: The Heart of Olympic Advertising</strong></p> <p>The power of storytelling is at the core of what makes Olympic advertising so effective. Quotes from consumers reflect the deep emotional connection they feel towards these ads:</p> <ul> <li><strong>Inspiration and Emotional Content:</strong> “They have more meaning, story, and inspiration!” (Female, 32) and “The emotional stories really strike a chord.” (Male, 46) are sentiments echoed by many viewers. The themes of inspiration and hopefulness resonate strongly, particularly during a global event like the Olympics.</li> <li><strong>Higher Quality and Creativity:</strong> The competitive nature of Olympic advertising drives brands to create higher-quality, more creative ads. As one respondent noted, “Since advertisements during the Olympics are more competitive, advertisers have to be more creative to stand out. This means better ad quality” (Male, 22). This creative push results in ads that are not only visually appealing but also emotionally engaging.</li> <li><strong>Featuring Athletes:</strong> Ads that feature Olympic athletes or reference their stories are particularly effective. As one viewer expressed, “Because most of them include athletes and their inspiring stories” (Male, 22). These ads leverage the emotional and motivational aspects of the athletes’ journeys, making them relatable and impactful.</li> </ul> <p><strong>Olympic Ads Have a Positive Impact on Brand Perception and Purchase Intent</strong></p> <p>The effectiveness of Olympic advertising extends beyond just capturing attention; it positively influences brand perception and purchase intent. According to data, 62% of respondents agree that Olympic ads have improved their perception of the brands being advertised. This positive impact is even more pronounced among younger viewers, with 72% of 18-34 year-olds reporting an improved brand perception.</p> <p>This favorable shift in brand perception translates into a higher likelihood of purchase. Overall, 60% of respondents indicated that they are likely to consider purchasing products or services from brands they’ve seen advertised during the Olympics. This intention is strongest among the 18-34 year-olds (64%) and 35-54 year-olds (63%), showing that Olympic ads effectively drive consumer behavior.</p> <p><img decoding="async" class="alignnone size-large wp-image-186568" src="https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-1024x535.png" alt="The Power of Advertising in the Olympics: Creating a Greater Impact on Consumers 4" width="1024" height="535" srcset="https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-1024x535.png 1024w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-300x157.png 300w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-768x401.png 768w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-128x67.png 128w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-24x13.png 24w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-36x19.png 36w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-48x25.png 48w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5-600x314.png 600w, https://www.iab.com/wp-content/uploads/2024/08/the-power-of-advertising-in-the-olympics-creating-a-greater-impact-on-consumers-5.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <p><strong>The Unique Power of Olympic Advertising</strong></p> <p>In the world of advertising, few opportunities compare to the Olympic Games. The combination of global reach, emotional storytelling, and the event’s unique status makes Olympic ads particularly powerful. These ads do more than just promote products; they tell stories that resonate with audiences, particularly younger viewers, and inspire them on a deeper level. As a result, Olympic advertising not only captures attention but also enhances brand perception and drives purchase intent.</p> <p>For brands aiming to make a lasting impact, Olympic advertising offers a unique opportunity to connect with consumers in a meaningful way. By tapping into the emotions and values that the Olympics represent, advertisers can create campaigns that not only stand out but also leave a lasting impression on a global audience. The key question for marketers and agencies is how to take these insights and apply them beyond the Olympics or other major events. How can the power of storytelling be integrated into everyday advertising? Here are a few takeaways to consider:</p> <ul> <li><strong>Relevance matters. Context is important.</strong> With all the audience data now available to target specific groups, we must not lose sight of the value of context. Understanding the environment in which an ad is presented is crucial to ensuring it resonates.</li> <li><strong>Emotional connections are key to brand building.</strong> With the rise of direct commerce opportunities linked to advertising, there’s a risk of straying too far from traditional brand-building principles. Emotional connections create relatability, and extensive research shows that evoking emotions to create connections has long-term positive effects on brand perception.</li> <li><strong>Don’t overload the consumer with the same ad.</strong> While frequency matters, hitting the sweet spot is crucial. During the Olympics, marketers take great care to show a variety of ads that are thematically connected. It’s important to manage frequency effectively to maintain consumer interest and avoid ad fatigue.</li> <li><strong>Use recognizable people in ads.</strong> In a social world where pop culture evolves rapidly, featuring known personalities can create quicker and more meaningful connections with the audience. However, variety is also important. Brands should have a diverse range of personalities in their asset portfolio to authentically connect with different audience segments.</li> </ul> <p>The story is true: Olympic advertising is a powerful force that resonates with consumers, driving both brand loyalty and consumer action. These lessons can and should be applied more broadly to everyday advertising strategies.</p> <p><em>Source: IAB Insights Engine (Data collected 8.8-9-2024) </em></p> <div class="clearfix"></div>  <div class="pagination"> </div> </div> <div class="important-links uk-flex uk-flex-column">   <div class="module-subtitle related-content-subtitle">Related Content</div> <ul class="uk-flex uk-flex-wrap"> <li class="primary-link-black-small"> <a class="media__link" href="https://www.iab.com/blog/ctvs-self-service-rise-breaking-barriers/"> <div class="uk-text-truncate">CTV’s Self-Service Rise: Breaking Barriers or Building Silos?</div> </a> </li> <li class="primary-link-black-small"> <a class="media__link" href="https://www.iab.com/insights/the-consumer-perspective-on-privacy-preference-and-personalization/"> <div class="uk-text-truncate">Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization</div> </a> </li> <li class="primary-link-black-small"> <a class="media__link" href="https://www.iab.com/news/iab-data-privacy-study-validates-the-consumer-value-exchange"> <div class="uk-text-truncate">IAB Data Privacy Study Validates the Consumer Value Exchange and Shows that Privacy and Personali...</div> </a> </li> </ul> </div> </div> </div> </article> </div> <div class="module-authors__container uk-background-secondary uk-padding-large uk-padding-remove-bottom uk-padding-remove-top"> <div class="module-authors__container-inner"> <div class="module-authors"> <h4 class="module-subtitle">Authors</h4> <div class="module-authors__container"> <div class="module-authors__author uk-flex"> <div class="module-authors__image uk-flex uk-flex-middle uk-padding-small uk-padding-remove-vertical uk-padding-remove-left"> <div class="uk-border-circle avatar-background" style="background-image: url(https://www.iab.com/wp-content/uploads/2023/07/pam-zucker-7-200x192-100x100.png)" alt="Pam Zucker" /></div> </div> <div class="uk-width-expand uk-flex author-info"> <div class="module-authors__info uk-width-expand"> <div class="module-authors__info-position uk-width-expand">Author</div> <h5 class="module-authors__info-name uk-width-expand">Pam Zucker</h5> <div class="module-authors__info-title uk-margin-remove uk-width-expand"> Chief Strategy Officer </div> <div class="module-authors__info-title uk-margin-remove uk-width-expand"> at IAB </div> </div> <div class="module-authors__action bio uk-flex uk-flex-middle uk-margin-auto-left"> <a class="uk-link-reset uk-flex" href="#" uk-toggle="target: .module-authors__author-description-id-169566; animation: uk-animation-slide-top-small"> <div class="show-bio">Show Bio</div> <div class="hide-bio uk-hidden">Hide Bio</div> <div class="iabicon-arrow-in-circle-down module-authors__action-icon"></div> </a> </div> </div> </div> <div class="module-authors__author-description uk-width-expand .module-authors__author-description-id-169566" hidden > <p><strong>Chief Strategy Officer, IAB</strong></p> <p>Pam Zucker is the Chief Strategy Officer at the Interactive Advertising Bureau (IAB) where she is responsible for leading thought leadership and generating content that will educate, provoke, and inspire members. Under her leadership, Pam works with COEs and research teams to curate, maintain, and grow their boards, committees and working groups, and ensure all administrative areas these teams are responsible for are executed with excellence. Prior to joining IAB, Pam was SVP, Global Marketing, Communications and Sales Strategy at Amobee where she led a global team across B2B marketing, product marketing, PR, communications, design, and sales strategy. During her career, Pam held various roles at Publicis Media where she grew agency partnerships, led new business and established agency pathways to achieve growth goals. Additionally, Pam ran the P&G Global Business for more than a decade, and has served as a media, technology, and sales consultant for a variety of media, data, and technology companies to frame their marketing messaging and sales strategy to demonstrate unique marketplace innovation. Pam lived and worked in Moscow, Russia for three years when the country was entering the global business community. In her time there, she learned that “anything is possible, everything is difficult,” and it has been her motto ever since. 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