How to Achieve Advertising Success with the Winter Olympics

Savannah Babcock

Savannah Babcock About The Author

Oct 26, 2021 10:50:00 AM

How to Achieve Advertising Success with the Winter Olympics

The Olympics is a highly impactful place to showcase your business and drive sales -  and at a  more affordable investment than other high reach programming like, for instance, the Super Bowl. Placing your commercials amongst incredible stories of overcoming adversity and achieving dreams, along with entertaining sports competition is a great place to deliver your message to viewers and potential new customers. 

In fact, sponsorships are already filling up ahead of the highly anticipated ceremony opening on February 4, 2022, in Beijing (closing ceremonies are February 20, 2022). Sponsoring the local coverage of the Beijing 2022 Olympics offers companies a unique and valuable opportunity to reach a large, engaged audience. 

Fortunately, you don't need a 6 or 7 figure budget to have an impactful presence in the Winter Olympics programming. Meredith Nashville can put together a campaign within most local advertisers' budgets for the month and make it very effective.   

Here's how to sponsor the Winter Olympics and reach a large Nashville audience by advertising your business during one of the most significant events of the year.  

Learn More Sports Marketing

Why You Should Advertise During the Olympics 

Screen Shot 2021-10-25 at 9.47.29 AMThe reason you should advertise during the Olympics is simple: it's where the majority of your audience will be this winter, and there's no better place to reach and resonate with them.   

Meredith Nashville is the place to reach an engaged audience. This is because Meredith's viewership is steadily growing while the regular programming on other channels around the Olympics declines. People have their TVs locked on our station for more than two weeks. 

The benefits of sports marketing are obvious in just about any sporting event, but the Winter Olympics are expected to be bigger than ever in Beijing this year. This means more viewers, engagement, and opportunity. 

Out of the many advantages that can be named, local businesses will benefit the most from: 

  • A large, engaged audience that associates their favorite events and athletes with your brand 
  • Increased sales 
  • Strengthened consumer relationships 

How to Advertise During the Olympics  

Advertising during the Olympics takes a special touch of expertise and experience to ensure you reach the right people with the right message. When you reach out to Meredith Nashville to create a commercial, you don't have to worry about not having enough experience on the topic. Your consultant will walk you through the entire process.  

Identify Your Target Audience  

Screen Shot 2021-10-25 at 9.47.40 AMYou've heard it once before, and you'll hear it again! You have to identify your target audience and get to know them to craft a message that will persuade them to take your intended action. 

This becomes especially important as more people not only enjoy more personalized messaging but come to expect it from brands. Ninety percent of U.S. consumers find marketing personalization very or somewhat appealing, and 63% of consumers will stop buying from brands that use poor personalization tactics. 

Figuring the Best Times to Air Your Commercial  

The best strategy in TV advertising is aligning your commercial's airtime with the times your audience is most active. This means that if your audience is most likely to work a 9-to-5 job, you may want to go for a later time in the evening on weekdays. 

On the other hand, you may also want to pick up more time throughout the weekend when they're more likely to be glued to the couch in the winter — enjoying their time away from work. Likewise, the sport matters. If your brand caters to an ice hockey audience, then you'll want to align your times with the events. 

Creating Your Commercial  

Screen Shot 2021-10-25 at 9.47.34 AMKeeping your audience in mind, as always, you'll want to craft your message carefully to ensure it fits nicely into the Olympic ad spaces. Take this time to appeal to their love of the Winter Olympics and sense of pride for their country in your TV commercial

Take Nike in this past Summer Olympics, for instance. They took the time to bring on famous Olympians who told stories of female empowerment while wearing Nike in the ads. This kept their ads relevant to the event, so the story didn't feel out of place while emotionally connecting with viewers. 

Tracking the results  

It cannot be stressed enough just how important it is to track and measure your results after a commercial airs. This will allow you to better understand where you may need to make adjustments and where you had big wins. Either way, you can continue to improve your strategy and ensure that your audience is not only getting your message but ready to act on it. 

This is an area where a team of experts at Meredith Nashville can make all the difference. Get your business in front of a large, engaged audience without the hassle of tackling this challenging task on your own. 

The Ultimate Playbook for Effective Sports Marketing