According to the TAM AdEx report for advertising on Tokyo Olympics, the Ad Volumes on Television during Olympics 2020 were down by 20% compared to Rio Olympic, 2016. The Tokyo Olympics was broadcast across 10 Sony Pictures Network (SPN) channels and Doordarshan’s channel DD Sports. The Rio Olympics (2016) were telecast on 8 Star Sports channels and DD National. The study is on Live matches only during Olympic Season 20 and 16 (All Pre-Mid-Post Programs excluded except Opening and Closing Ceremonies which are part of Analysis).
Though the ad volumes came down, the Tally of advertisers and brands increased in Tokyo Olympic 2020 over Rio Olympic 2016. The Tally of categories, advertisers, and brands rose by 60%, 146% & 66%, respectively, in Tokyo Olympics, 2020, compared to Rio Olympics 2016. During Olympics, 2020, the Top 5 categories collectively contributed more than 35 percent of Ad Volumes. According to the report, the top category for Tokyo 2020 Olympics were associations/social/cultural organizations, while in 2016, it was auto brands. During the Olympics in 2020, the top five advertisers had 50% of the ad volume share.
‘Life Insurance’ was the common category among the top 5 in both the Olympic Seasons. ‘GCMMF (Amul)’ was the top advertiser with a 12% share during Olympics, 2020. ‘JSW Group’ was the leading brand during Olympics, 2020, with an 11% share of ad volumes, followed by ‘MPL Sports Foundation’ with 10% share. 25+ new categories appeared in the matches of Olympics, 2020 compared to Olympics, 2016. 20-40 seconds ads were utilized the most during commercial breaks, followed by <20 seconds ads.