The Olympics Still Provide Last Minute Opportunities for Some Advertisers - Liz Kelly-KSL Media

Summer is usually a dull time for television That39s why the Olympics are such a boon to NBC and comprise the bulk of its prime time lineup The Opening Ceremonies gymnastics competitions and swimming duels between Ryan Lochte and 200839s quotgolden boyquot Michael Phelps will surely achieve high ratings NBC39s other entities Bravo tennis CNBC boxing NBC Sports Network team sports and MSNBC profiles and event coverage will also show events that attract millions of viewersLike the Super Bowl the Olympics are prestigious premium programming There are lots of eyeballs and it39s quotfeel goodquot programming because of patriotism and athletes who overcome adversity While most buyers have already placed their orders for advertising during the Olympic period there are still some last minute opportunities to considerABC CBS and FOX won39t offer much competition during prime time so you aren39t going to reach your targets costeffectively by purchasing their evening schedules If your current schedules include these networks it39s important to post ratings results quickly and request make goods You should also look for last minute fire sales that these rival networks might offerMost advertisers do not have the deep pockets of major sponsors such as CocaCola McDonald39s Visa and PampampG However that does not mean marketers cannot reach their advertising goals If a client wants to be part of the Olympics but has a modest budget you can purchase Daytime on the local level and still do very wellSmart buyers will also go to local cable which offers nonOlympic programming that attract eyeballs to find cost effective investments for their clients If you need to reach younger sports fans ESPN is still a solid bet Meanwhile you can reach loyal baseball viewers via FOX Game of the Week ESPN MLB Network and local networks such as YES Yankees and NESN Red SoxNBC will not break even with London Games but it will come close It paid 1 billion for the broadcast rights and has sold more than 900 million of advertising The network also gets the added benefit of plugging its fall schedule during the most highly rated programs of the summer Part of the payoff comes down the road That means taking a close look at Fall programming opportunities on NBC that are featured during the Olympic gamesLiz Kelly is EVPDirector of Broadcast Investment at KSL Media one of the first independent media services companies in America KSL specializes in helping entrepreneurial companies and challenger brands to acquire and retain their best customers With offices in New York Los Angeles and Las Vegas KSL manages media investments across numerous business categories for clients that include Bacardi Toshiba UGG Australia PetSmart Guitar Center Friendly39s Oris Watches ConocoPhillips Curacao Tourism Board Sizzler City National Bank and Mercury Insurance Visit wwwkslmediacomRead all Liz39s MediaBizBloggers commentaries at KSL Media InsightsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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