On average, viewers watched one full day less of the Winter Olympics in Nagano than the 1996 summer games in Atlanta, according to a survey conducted by Leo Burnett’s Starcom Media Services unit.
The good news for advertisers and their agencies is that viewers may have been bored with the games but enjoyed the advertising they saw.
While only 4 percent of the 1,000 people surveyed by phone rated the advertising outstanding, a healthy 39 percent said the ads they saw were better than what is broadcast on the average day. That left 6 percent who said the advertising was not very good and 51 percent who thought it was no better or worse than usual.
Eight out of 10 respondents agreed it is “personally important that companies show their support for the Olympics,” and 69 percent equated advertising during the games with supporting the athletes involved. However, 27 percent said they believe commercials with Olympic themes exploit the games.
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