The 2008 Olympics, brought to you by
by Neef, Wed Jul 23, 2008 at 06:44:21 PM EDT
Yep. The Obama campiagn is purchasing a 5 million dollar Olympic package.
According to the Advertising Age:
In the first significant network-TV buy of any presidential candidate in at least 16 years, the Obama campaign has taken a $5 million package of Olympics spots that includes network TV as well as cable ads.
Clearly, the Olympic vibe (massive crowds, uplifting themes, unity) synergizes extremely well with Senator Obama's core message themes. I fully expect his spots to be more of the "soaring" variety, and less of the "down to earth" types. It's also debatable whether - even if they chose to compete - the McCain campaign could run spots that wouldn't be a total buzzkill given the Olympic context.
Well, I suppose McCain could bust out that green Jello background again (please?).
It's not clear if this will be one commercial, or a suite, but the purchased time could cover multiple blocks, or even several channels:
NBC Universal is airing 3,600 hours of Olympics coverage on its broadcast network and cable networks including NBC, CNBC, MSNBC, USA Network, Oxygen and Telemundo, and while some of the Obama campaign's spots will air on network TV, the breakdown of how many or exactly when they will air was not immediately available. It did encompass most dayparts.
From a marketing perspective, what's interesting about this is that the NBC Olympics has a global audience. Instead of targeting battleground US states (a classic efficient buy), Obama is looking towards serious blanket coverage. Of course, you could make the case that EVERY state is a battleground in this years map, but I guess even the EU gets a nod this year. NBC Universal also operates NBC Europe and NBC Giga (in Germany).
Unusual or not, I for one will be tickled to see the anchors going to break with:
"Brought to you by McDonald's - I'm loving it; Chevrolet - An American Revolution; and Barack Obama - Change You Can Believe in!"Update: While the programming is international, I'm not sure the ADs are. This would make the buy national at most. If I find out more specifics, I'll add them