Olympics Provide Welcome Refuge for Advertisers Wary of Politics — But News Can Deliver Big for Bold Brands

The news has been nuts. Politics, weather, wars — it’s been a lot. But then the Olympics and beautiful Paris arrived to save us. 

The Summer Olympics provide a welcome respite for brands in search of large, engaged audiences — without the concerns of advertising in downbeat or  politically charged content.

That said, advertisers who do take on the risk of advertising during this season’s news programming can capitalize on growing election interest — so long as they have a strategy of diligence for when and where their ads appear.

Here are a few tips for modern marketers looking to make an impact during this challenging late summer/early fall season.

Take Advantage of the Most Streamable Olympics Ever.

As mentioned earlier, this year’s Paris Olympics stands out as a great platform to reach viewers during the engaging environment of a major sporting event, at a time when the country’s two most popular leagues (the NFL and NBA) are currently in the offseason.

According to EDO data, the Olympics generates up to 21.6x as much consumer engagement for advertising brands as other primetime programming, giving marketers a valuable opportunity to drive consumer actions like site visits and brand searches that are proven predictors of future sales. And this year’s event is off to an extremely strong start — even by the Games’ lofty standards.

With more than 5,000 hours of Olympics programming airing on Peacock this year, advertisers have a chance to reach a growing audience inside a uniquely engaging streaming environment. Our data has shown generally that ads on Peacock are 23% more likely to generate consumer outcomes than the average ad on linear TV or premium streaming, meaning that this inventory could be highly impactful for brands.

The Olympics are a great environment to debut new brand strategies and great creatives. Brands as diverse as Allstate, Bud Light, Eli Lilly, and Polestar have seen strong creative performance already in these Olympics.

The News May Carry Risk, But Its Rewards Are Plentiful.

While some cautious brands might avoid news programming during a polarizing presidential election, it’s undeniable that the national conversation has been energized by President Biden’s decision and Vice President Harris’ new candidacy — and engaged viewers are tuning in.

For instance, news programming was 42% more effective at generating ad engagement than the primetime average on July 21, the day President Biden announced he would not seek a second term. On that evening, food and beverage ads were 113% more effective during news programming than the category’s average performance during news — and automotive ads were 152% more effective. Those are big rewards for the advertisers willing to take the risk.

As we’re seeing, there can be a lot of upside in the ongoing election cycle. Just make sure you have a carefully constructed creative and media plan that allows you to reach the most engaged audiences. But that’s not enough.

In Tumultuous Times, It’s Crucial to Know Where Each Ad Is Running.

When it comes to keeping your brand out of hot water, it’s never been more important to have an airtight strategy for meticulously auditing your ad airings. Every. Single. One.

In our current political climate you can’t just ‘set it and forget it’ with your media plan. By tracking each of your ad airings, you’ll be able to make sure you’re pairing the right creative with the right programming — and avoiding the pitfalls of content that put your brand at risk.

And as an added bonus, tracking your competitors’ airings allows you to keep an eye out for THEIR potential slip-ups. Why not learn from their mistakes before they do?

It’s  Going to Be a Wild Ride — Let the Data Be Your Guide.

If there’s one thing we can count on, it’s that the next four months are going to be a rollercoaster. Between a rapidly changing media environment, the thrills of the Summer  Olympics, and the twists and turns of a presidential election season, these are interesting times to say the least.

To succeed in ever-shifting sands, the key to success is to know what works — monitoring your ad performance in real-time, pivoting quickly as circumstances change, and being confident that you’ve got the right data to back up your decisions. There’s no doubt there are choppy seas ahead, so chart your course thoughtfully — but remember, fortune favors the bold.