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August 12, 2015
The #RoadToRio Ad Buy to Exceed $1 Billion
 
Many people saw the result of having the World Cup in Brazil, and wondered if something, or anything, will change when the 2016 Summer Olympics hit the Brazilian shores. In short, probably not.

Comcast is forecasting that NBC, the network that inked a deal to show the Olympics through 2032, released that they think the ad buy will exceed $1 billion dollars for the 2016 Olympics.

In comparison, according to the article, the 2012 London Olympics brought in a record $1.3 billion dollars; networks and advertisers are thinking that 2016 may bring in more. Why? Because of the airtime. Rio is one hour ahead of NYC primetime, making it much more ideal than our friends across the pond.

With brands searching for more big-time, live opportunities, the 2016 Summer Olympics are not an event to miss. 

Is this a big deal? Well, not right now, but it could be. NBC is saying that it could potentially run out of both TV and digital inventory for this event. That could be a first. The amount of money per 30 seconds could reach a rate higher than our revered Super Bowl.

Only time will tell. Though we are not the type to wish time away, we do anxiously await the 2016 Games.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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