How lucrative were the Olympic Games Paris 2024 for NBC and Telemundo stations? Based on newly released data from Guideline, the summer games brought home the gold for not only those networks and their affiliates but for all media.
The market intelligence firm reports that the U.S. advertising market saw a nearly 14% increase year-over-year in July.
Thus, Guideline says, it was the strongest month in the 15th consecutive month of marketplace expansion, doubling-down on Borrell Associates data shared in an August 28 webinar indicating that advertising is not in freefall but, “your company may be.”
To little surprise, Olympics ad buying drove significant growth. In fact, Guideline notes, the five days of July in which the Olympics fell accounted for 43% of the “All Media” growth seen during the month.
Minus the summer games, would ad spend growth been nearly as healthy? With political advertising remaining moderate to low, and President Biden announcing on July 21 he will not seek reelection, the differences are significant, Guideline shares.
July Ad Spend Growth (All Media)
Including Olympics: +14%
Excluding Olympics: +8%
July Spend Growth (National TV)
Including Olympics: +10%
Excluding Olympics: -7%
July Spend Growth (Digital)
Including Olympics: +18%
Excluding Olympics: +15%
Comparisons reflect year-over-year trends from July 2023 as measured by Guideline
With the Olympics concluding on August 11, Guideline’s year-over-year estimates for August are expected to reflect even larger ad growth.
