Ad Volumes of Tokyo Olympics 2020 drop 20% compared to 2016 Games: TAM Sports

In its analysis of commercial advertising during the Tokyo Olympics 2020, TAM Sports’ (A Division of TAM Media Research) report reveals that compared to the Rio Olympics 2016, Ad Volumes during the Tokyo Olympics 2020 declined by 20%, However, the tally of advertisers and brands increased in Olympics’20 over Olympics’16. Tally of categories, advertisers and brands rose by 60%, 146% and 66%, respectively, in the Tokyo Olympics 2020, compared to Rio Olympics 2016.

GCMMF (Amul) was the top advertiser with 12% share during the Tokyo Olympics 2020. JSW Group was the top brand with 11% share of the ad volumes, followed by MPL Sports Foundation with 10% share. Life Insurance was the common category among the Top 5 in both the Rio Olympics and Tokyo Olympics. During Tokyo Olympics 2020, the Top 5 categories collectively contributed more than 35% of the overall Ad Volumes.

During the Tokyo Olympics 2020, the Top 5 advertisers had 50% of the ad volume share. While Amul was the top advertiser, Jindal Group followed close behind with an 11% share of the ad volumes and Nereus Sport Products with 10% share.

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The Top 5 brands garnered 41% and 68% shares of the Ad Volumes during the Tokyo Olympics 2020 and Rio Olympics 2016, respectively.

Over 25 new categories appeared during Tokyo Olympics 2020, compared to Rio Olympics 2016. Among the new categories, ‘Associations/ Social/ Cultural Organisation’ topped the list, followed by ‘Aerated Soft Drink’.

20-40 seconds ads were utilised the most during commercial breaks in these Olympics, followed by <20 seconds ads.