Harvey Norman tops digital ad spend for the Olympics by beating Seven West Media and the IOC


Harvey Norman tops the list of Olympic-related digital ad spend for the 2021 Olympics according to Pathmatics data.

The data also reveals that digital advertising spend related to the Olympics increased as the Tokyo Olympics approached as it became more certain that the Games would continue.

The top 10 Australian advertisers for digital advertising spend related to the Olympics are:

  1. Harvey Normand
  2. Seven western media
  3. International Olympic Committee (official video game of the Tokyo 2020 Olympic Games)
  4. Sensibo inc.
  5. GoDaddy.com
  6. ING Group
  7. Amnesty International Australia
  8. The Coca-Cola Company
  9. Roborock Inc.
  10. REA Group

Period: July 1, 2021 to August 1, 2021. Ad spend is estimated for display and video on desktop and mobile, and on Facebook.

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An example from one of Harvey Norman’s Olympic creators can be seen below.

Harvey Norman also released the most commercials on two of Australia’s three major commercial FM radio networks during the first half of 2021.

Meanwhile, smart air conditioner brand Sensibo invested heavily in growing its Australian sales against the Olympics while GoDaddy, the official website building partner of the Australian Olympic team, was also a big spender. He published a campaign with Olympian Melissa Wu last month.

The creation of the Olympics released by the seventh-numbered nonprofit Amnesty International raised awareness of the forced sterilization of transgender people in Japan.

Every day there is a marked increase in spending before the Olympics start on July 23, with a drop occurring as they begin to end.

Pathmatics also released a word cloud featuring the most used words in Australian branded Olympic Games ad designs.

Pathmatics Regional Director Eugene du Plessis commented: “With so much uncertainty about hosting the Tokyo 2020 Olympics, many brands were reluctant to get involved. However, it turned out to be the Gold Games for Australia, equaling our country’s best performance for gold medals since the 2004 Olympics in Athens. Brands that have remained loyal to Australia – such as Coca Cola and GoDaddy, partners of the Australian Olympic Committee – have certainly reaped the rewards.

“With a fully virtual audience this year, more people than ever have digitally connected to watch the Games, opening up new opportunities that brands can exploit for the next Paralympic Games. “

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