Chevrolet Biggest Spender At Sochi Olympics, But P&G Wins The Digital Game

ispot.tv logoAccording to data from iSpot.tv, of the more than 250 brands that ran ads during this year’s Olympic broadcasts, Chevrolet spent the most money and earned the most airtime, but P&G generated the most social buzz.

After the close of the winter games in Sochi, television ad analyst firm iSpot.tv gathered key metrics on this year’s Olympic advertisers to determine which brands ran the most ads and spent the most money, as well as the big winners in digital and search.

With 581 spots aired during the winter games, Chevrolet topped the list for brands with the most airtime, followed by AT&T and McDonald’s.

Top Ten Brands To Air The Most Ads During 2014 Winter Olympics:

  1. Chevrolet – 581 airings
  2. AT&T – 424 airings
  3. McDonald’s – 392 airings
  4. GEICO – 385 airings
  5. Comcast/Xfinity – 277 airings
  6. Coca-Cola – 250 airings
  7. VISA – 229 airings
  8. BMW – 220 airings
  9. TD Ameritrade – 214 airings
  10. Liberty Mutual – 202 airings

In terms of individual ads, BP’s “Team USA” was the most run spot with 168 airings, followed by Reebok’s “Race the City” with 158 airings.

Chevrolet and AT&T also topped the list of brands with the biggest ad spends during the games.

Top Ten 2014 Winter Olympic Brands Ranked By Ad Spend

  1. Chevrolet – $132,779,479
  2. AT&T – $95,582,438
  3. GEICO – $75,584,194
  4. McDonald’s – $71,838,618
  5. VISA – $53,945,529
  6. BMW – $53,119,824
  7. Coca-Cola – $49,665,078
  8. Comcast/Xfinity – $48,661,144
  9. Liberty Mutual – $44,930,584
  10. TD Ameritrade – $43,993,199

iSpot.tv says Proctor and Gamble’s “Thank You Mom” was the big winner for digital, earning more than 17 million views since the start of the games and over 205,000 social actions (shares, likes, tweets and comments on Facebook, Twitter and YouTube).

The P&G ad also topped Unruly’s list of Sochi 2014 Winter Olympic spots with the most social shares, and was awarded a gold medal by ad analyst firm Ace Metrix for most effective Olympics ad.

Another Olympic brand to perform well in the digital space according to iSpot.tv included Coca-Cola with its “It’s Beautiful” spot, now with more than three million online views and over 20,000 social actions.

iSpot.tv claims Cadillac’s “Work Hard” and McDonald’s “Celebrate with a Bite” ads each sparked nearly 500,000 online searches within minutes of the spots being aired.

Related Topics: Channel: Consumer | Top News | Video

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About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • http://www.brand.com/blog James R. Halloran

    But how much did P&G spend on advertising? That’s what I’d like to know. Since it’s not on the list, I’ll rightfully assume it was less than $43.9 million.

    Just goes to show you that just because you spend the most money doesn’t at all mean you’re the most effective.

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