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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

21. ejohnson |Jun. 1, 2008 @ 10:42 PM

I agree with all of you. The ad campaigns should go on as planned. We have no right to protest the Olympics but we should support our USA representatives to the fullest. Even though there is a lot of controversy with the host countries, i feel as though it should have no effect on our support. Yes the ad campaigns during the Olympic events is a wonderful place to advertise products, it helps increase sales which are liable to be skyrocketed. Yes the Olympics is a healthy competition for men and women, and controversy draws a lot of people attention, so yes promoting products will be a great idea knowing that people like you and I are watching this could be a great way to endorse products making sales a success!!! great post everyone!!!!

22. Roger |Jun. 2, 2008 @ 6:50 AM

I believe that there is a double standard in place and countries and companies look the other way when trade, market exposure, and huge profits can be attained. The USA does not trade with, or allow American companies to do business with, Cuba, because it is a communist country. So why trade with, and allow companies to do business with China. I think that the Olympics should not have been held in China, because it would never be held in Cuba, as the country stands right now, and I think that no country should try to profit in such a country. It is most definitely unethical in my book and whether it is the Olympics or not should not be done.

23. JasonR2010 |Jul. 11, 2008 @ 6:39 PM

Personally, I don't see advertisers having much of a problem. If I were an advertiser I would make my product available during the Olympic games. Regardless of what is occuring in the political world the Olympics will forever be held as a meeting of nations symbolic of world peace. There are many religious groups, gangs, and organizations in the world that attempt to counter the opinions or law of government. However, often times it is the government that supports, defends, and provides a living standard for its population. Society today has lost alot of trust and faith in government. At times I feel this may be caused by the rapid development of technology and the speed by which information can travel around the world. Regardless of all the great technology humans are in command. Humans just like you and me. Of all people in the world it is my opinion that the individuals who work for the government are those that care the most about man kind and what is in the best interest of the world. Many times people who protest the government are individuals who have established a record of discrepancies which illustrate a pattern that is unacceptable to allow this specific person to accept the responsibility of the lives of an entire population. In the intrest of promoting world peace, and accepting the rule of a peaceful government I don't foresee a differnce in advertising patterns. After all, it is the event we are supporting, not the government. Any company that fails to support such an event is in fault of not supporting world peace.

24. SusanRenee |Jul. 12, 2008 @ 10:57 AM

I find Rich Silverstein's comment of, "for me, it’s no different than Hitler and the Nazi Olympics," to be highly offensive. Get over yourself, Mr. Silverstein! This is in NO way comparable to the Olympics of Hitler's Nazi organization. Although I do not agree with MANY of the things that go on in Chinese government, I do not feel that it should affect our athletes, or those of other countries, who have trained hard to win their right to compete and represent their country in the Olympic Games. In my opinion, it will not hurt the sponsors who advertise their products during the games. The controversy will only make the product more visible. Everyone was up in arms over Carl's Jr.'s ad with Paris Hilton, and they haven't gone out of business yet.

25. broadfield |Nov. 9, 2008 @ 10:27 AM

Gold medal Ads by Dr. Sabrina Segal
Will advertisers avoid the Beijing Olympics? I watch some of the Olympics this and I saw the same pride and courtesy that is the Olympic. Plenty of very good sponsor ads.
Will the ads be as effective ,considering the controversy over human violation? I forgot about all that negativity the second I started watching.
In general do you think the Olympics are representative of our new global "era or just another remake"? I think the olympics are different every time just brings a natural fresh call it global or what ever, but do not call it stale.

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