General Motors and BMW have signed agreements with NBC to be the exclusive auto advertisers during its national broadcasts of the 2014 Winter Olympics in Sochi, Russia. The deals will provide GM and BMW exclusive and wide exposure to the millions of viewers who are expected to watch the games from Feb. 7-24, allowing them to advertise their offerings without sinking in an ocean of brands that usually flock to other large events like the Super Bowl.
The Olympics are usually preferred marketing platform due to their global scope and duration, as well as the lead-up buzz to the games and the allure of live sports.
"All the OEMs are looking for big events that are less DVR-ed, which is why they go into sports as much as they do, but there's nothing equivalent to the Olympics in terms of global sport," remarked Ian Beavis, executive vice president of Nielsen Co.'s global automotive group. According to a GM spokesman, Chevrolet will be the presenting sponsor of NBC's broadcast of the games.
He remarked that Chevrolet will "have a strong presence" during the coverage of the opening ceremonies, with a number of vehicles to be advertised during the broadcast period. Another GM unit, Cadillac, will also advertise during the coverage.
BMW's Olympics campaign will be its largest marketing investment in the US this year, according to a BMW spokeswoman. As part of of its six-year deal signed with the US Olympic Committee in 2010, BMW will have two Olympic-themed commercials during the games that will complement its digital and social media initiatives and branding on other Olympics-related platforms.