Olympics advertisers are nervous about sparse crowds
Posted by: in Marketing and AdvertisingFiled under: General Electric (GE), Coca-Cola (KO), Marketing and advertising, China, McDonald’s (MCD), Business of sports
Is it the thrill of victory to hear the sound of one hand clapping?
Advertisers who paid massive bucks for Olympics sponsorships are wondering the same thing. According to the Wall Street Journal, companies are angry that access to the Olympic Green, which is the main focal point of most games, has been “strictly limited” to people with hard-to-get tickets to the venues.
“A small line of people stood outside the The Coca-Cola Company (NYSE: KO) exhibit, where dry ice and the sound of gurgling soda pop drifted out,” the paper stated. “Meanwhile, a giant restaurant erected by McDonald’s Corporation (NYSE: MCD) at the end of the Green has been far from packed.”
This, of course, could be a large disaster for the International Olympic Committee, which counts on corporate funding to fund the games. This could also injured television advertising by General Electric Company (NYSE: GE)’s NBC Universal division, because televised shots of half-empty stadiums might make whatever sporting event they’re showing seem lame.
Overall, though, the games are attracting large audiences worldwide because of compelling stories such as swimmer Michael Phelps’ quest for Olympic immortality. It will be interesting to see if the viewership trails off once the swimming competition ends.
Advertisers are going to take note of this for when the IOC comes calling for the London games in 2012.
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