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Controversy in Ads

Gold Medal Ads

Dr. Sabrina Segal

The Olympic Games provide a feel-good environment for viewers, products and sponsors. As a symbol of world peace, people tend to remember ads from the Olympics more so when compared with other programming.

According to an IAG Research study, brand recall was, on average, 17% higher for products advertised during the Olympics. It also found that viewers were 36% more likely to remember the brand message.

"There's a value associated with the Olympics that people realize, and viewers are drawn to that. It's a positive experience to see athletes of the world gathered for peaceful competition,'' said Mike McCarley, VP of communications and marketing for NBC sports. "It really resonates with viewers.''

The feelings that people have when watching their favorite athletes and countrymen are associated with a higher level of ad effectiveness. It’s no “SuperBowl” of advertising, but the Olympics do offer advertisers and viewers a happy media experience.

With the torch protests in San Francisco, England, and France, and the unrest in Tibet, how will these Olympics fare for the sponsors and advertisers of the Beijing Olympics? The controversy appears to be contained at this time, but as the Games approach, this may not be the case.

Coca Cola has been an Olympic sponsor for 80 years and is “more committed than ever to the values of the Olympic Movement – unity, pride, optimism and inspiration.”

On the opposite end of the spectrum is ad executive, Rich Silverstein of Goodby, Silverstein & Partners who says “for me, it’s no different than Hitler and the Nazi Olympics,” (a reference to the 1936 Berlin games).

Boycotts of the Opening Ceremonies are being debated by world powers. Even Steven Spielberg has relinquished his role as artistic advisor in protest over China’s role in the Sudan. The controversy is stirring. What if Toronto won the bid for the 2008 Olympics? Would so much media coverage exist?

Will advertisers avoid the Beijing Olympics? Will ads be as effective considering the controversy over human rights violations? In general, do you think the Olympics are representative of our new global era or just another “remake of an old song?”

Photo Credit: Dr. Sabrina Segal

25 Comments

11. pnda1532 |May. 29, 2008 @ 2:01 PM

I don't think that the advertisers will veer away from the opportunity to be seen at the time of such an exciting event. The olympics are memorable and peaceful. The fact that athletes around the world come together to compete is amazing and gives people a humbleness in their hearts because it shows that there still can be peace amongst all countries. I think advertisers should want to be a part of such a great event. People are going to watch the Olympic games so I don't know why they wouldn't want their product to be seen as an Olympic supporter.

12. shanechalk |May. 30, 2008 @ 10:28 AM

After reading about other peoples thoughts and opinions I came to one major conclusion, conflict draws attention. The conflicts with the Olympic games is going to draw even more attention to all parts of the Olympics than many companies wish they could pay for. This is compounded by the advertisement in the Olympics on the commercials, billboards, and even athletic gear. Even with the conflict going on in China, the games will provide a large product base of marketing and even with the conflict of china and the Olympic games the base will only widen and enlarge through negative publicity.

13. marketing1 |May. 30, 2008 @ 12:12 PM

The Olympic Games event still the biggest sport competition worldwide, the advertising from big companies and firms that host parts of this event will be always there however, this is a paramount launch for their ads around the world and they do well on this. Unfortunately the advertising reach popularity as the games itself however, some people watch this games not only because the games, to enjoy the ads. People around the world are been preparing for these events for long time and cost lot of different sacrifice with the hope to win a gold medal for their and their countries. Unfortunately some governments did not help enough the preparation of this upcoming athletes neither other problems that let group of people protest deviation the attention of the world peace event to let their voice count. In addition some people make comments comparing this world peace event with Hitler, there are those did not learn in how to pass the page and move on or just want or need special attention in order to achieve their goals; “Let’s keep it simple”

14. Navet21 |May. 31, 2008 @ 1:54 PM

The Olympic Games are a great source of pride for many countries and the athletes fortunate enough to be chosen to represent their country and compete in the Games. Unfortunately, all of the preparation and hard work on the part of the athletes is overshadowed by the political feuding and personal views. The companies that advertise during the competitions are sponsors of their countries athletic teams. the ads that are aired during the televised events do bring a lot of exposure for the companies, as do sponsorship of other major "professional" sporting events. the Games were meant to be a peaceful competition among the different nations; a time to put differences aside for the few weeks that the Olympics are being held. If having the Games in China were an issue, why is it that companies are going into the country in droves to capture the the growing Chinese market and reap the gains in the Chinese economy? how many of these protesters own stock in the companies that sponsor the Games? The human rights violations have been ongoing for years and now the noise starts? The conflicts and dissension over the sponsors will increase the awareness of the products advertised. It is time to get over the politics and let the reasons for the competition outweigh the political differences of the countries.

15. Goss43 |Jun. 1, 2008 @ 9:50 AM

The Olympics has its own tradition, but in this day and age, technology has made athletes faster and stronger. The Olympic games are unlike any sporting event in the world. The only thing I think that is comparable would be the World Cup, but that still does not grab hold of a country like the Olympics does. People in every country root for their fellow countrymen and women to win that gold medal, and prove that their country has the far superior athletes. Regardless of the controversy going on over in China, every athlete in the world that is competing in their respective events has been training for many, many years to do this. I don't think people or companies should boycott the Olympics because of this reason alone. As far as advertising goes, this is far more profitable than anything out there. Billions of people are going to be watching all over the world. During the games in Salt Lake City, everyone was introduced to Apollo Anton Ohno and his speed skating skills. Many advertisers signed him up to represent their product. He was a national hero. So, as far as advertisers are concerned, who better than him to sell things to his country? No, advertisers will not avoid the Olympics, because the amount of money to be made is far too costly to miss out.

16. Scotty |Jun. 1, 2008 @ 9:53 AM

I think we should support our athletes because if we don't agree with everything that is going on in Beijing China. The Olympics is a peaceful competition and the love that we have for our favorite athletes that should be enough for us to still support the Olympics. The advertisers will be there so I think the viewer will still be watching.

17. Scotty |Jun. 1, 2008 @ 11:03 AM

The opening ceremonies was boycott because of China role in Sudan.I think we should support our athletes because all the hard work it took for them to get there. The Olympic is a peaceful competition and the love that we have for our athletes That should be enough for us to support the Olympic. The advertiser will be there so I think the viewer will still be watching.

18. vtyler |Jun. 1, 2008 @ 4:02 PM

That was a great posting and she was right, the advertisement that they run for these special games are sometime offensive and for most people they really upset about it and sometimes protesting does not do much. Some statements that they make should not be made but they never really think about the people when making these statements.

19. mark.moore51 |Jun. 1, 2008 @ 4:24 PM

I do not think that this is a big controversy and that it should be allowed to go on as planned. It is by far more different then the so called"Nazi Olympics" This is the kind of controversy that the general public likes and is determined to have by any means necessary. Also about the bid of the olympics so let it be if a certain country wants to bid and has the money let that country run it I am sure after putting all the money time and effort in to it that they would run the olympics very well.

20. bigmike1 |Jun. 1, 2008 @ 7:39 PM

The Olympic Games epitomize the many years of dedication and training our athletes have endured to represent their respective countries on the world’s grandest stage. In my opinion, the Games should symbolize what we want the world to be and how we are all willing to come together, if only for a few brief weeks, to recognize our athletes and honor the spirit of competition.

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