• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Introducing advertising to the Olympics

Introducing advertising to the Olympics

6th May 2021 by Natalie Tassone

For the first time in UK TV history, brands will now be able to advertise around the Olympics. This is as a result of Eurosport, part of Discovery, signing a £920m deal to take control of the rights to the Olympics from the BBC in the UK as well as across Europe from 2022. Discovery later struck a sub-licensing deal with the BBC as its free-to-air broadcasting partner in the UK; in turn, the corporation allowed Eurosport to start broadcasting the Winter and Summer Olympics as of 2021.

This isn’t the first time that Eurosport has partnered with the Beeb. Back in 2016, they were the first commercial pay-TV broadcaster to be allowed to broadcast live coverage of Wimbledon in the UK after finalising deals with the All England Lawn Tennis Club.

From an advertising perspective, the station is offering different sized packages which dictate how much coverage your brand will receive across the games. These include Gold, Team GB, Silver, Select ‘Event’ and Bronze, with prices ranging from £45k to £200k.

All Response Media viewpoint

Since 1948, the BBC has held exclusive rights to the Olympic Games coverage in the UK – so the move to Eurosport offers a unique opportunity for brands to be part of this global event. Outside of high-value brand partnerships, any affiliation with the Olympics has been nigh on impossible, so the fact that brands now have a chance of securing a 30 second spot in the Opening Ceremony or following Adam Peaty’s swim to gold really is a special event!

The beauty of the Olympics is that it is such a wide-reaching event, with almost all demographics tuning in across the games.

  • 2012’s London games saw a record breaking 26.9m individuals tuning in to the Opening Ceremony on BBC1, giving it an 82% share on the night and cementing it as the 13th most watched TV programme ever in the UK.
  • The 2016 games held in Rio achieved the highest television audience numbers for an overseas games, with highlights including 11.1m tuning in to BBC1 to see Jason Kenny win gold and of course ‘Super Sunday’, where Team GB won 5 gold medals – making it the country’s most successful day ever at an overseas Olympics.

With the end of lockdown in sight in the UK, and an incredible summer of sport planned due to Covid-19 disrupting 2020, ARM anticipate viewing of the Olympics to be higher than ever, so there has never been a better time to be part of an event like this…but it doesn’t come cheap!

For traditional direct response clients, we know that live sport, and especially such a special event like the Olympics, can be very difficult to deliver efficient results. Such high audiences, coupled with social viewing with pubs and BBQs back on the cards for the summer, and ‘appointment to view’ content, we would expect great cover, but lower response rate and subsequent higher cost per action.

However, if it is brand awareness that you are after, this could be a great opportunity for you!

Read more information on our TV services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy