NBC Sports Group Helping Tokyo Olympics Marketers Create More Effective Ads

Olympics Ad Engine uses previous Games spots to maximize a brand's marketing objectives

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With the rescheduled Tokyo Olympics six months away, NBC Sports Group is gearing up to beat last year’s record-breaking ad revenue windfall, prior to the Games’ Covid-related postponement.

The company is currently working with marketers to craft more effective ads for the Summer Games. It’s creating an Olympics Ad Engine that uses past Games’ spots and data to make suggestions on how their new spots can be modified to achieve five different marketing objectives: awareness (attention index), ad breakthrough (ad, brand and message memorability), brand perception (likeability), brand engagement (tweets based on the TV ad airing), and search impact (search engagement volume).

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