With only two months until the torch is lit in Rio de Janeiro for the 2016 Summer Olympic Games, many brand marketers are asking themselves if it is too late to get in on the largest sporting event in the world. At the same time, publishers are seeking to identify new ways to capture their share of the marketing gold that will pour into the games globally. With 30-second prime time television spots fetching more than one million dollars each, it’s obvious why many smaller advertisers may have opted out of the initial burst of spend that led NBC to surpass $1 billion in advertising well before the actual start of the Olympics -- a feat they did not accomplish until much closer to the London games in 2012. The good news for publishers is that with more than 6,000 hours of programming planned for this year’s event -- the most ever in Summer Olympics history -- there will be a plethora of content available to capture the attention of the digitally engaged “always on” sports fan this summer.
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