Who wins in the pool or on the soccer pitch or at the gymnastics venue is all well and good when it comes to the Rio Olympics, but at iSpot.tv they’re in the business of tracking who is winning the advertising game.
The Bellevue, Wash.-based data analytics company has taken a look, halfway through the Games, at TV advertising across six networks: NBC, NBC Sports, USA Network, BRAVO, MSNBC, & CNBC. So far, 351 brands have run 667 unique TV ads a total of 7,867 times (1,488 in primetime).
According to iSpot.tv, which tracks and measures TV ads in real time and correlates appearance of those ads on more than 11 million TV sets, the Olympics have generated 7.7 billion TV ad impressions. In addition to the 1 billion TV ad impressions set aside for network promos, automakers have generated 1.128 billion, insurance companies contributed 518 million, movie studios account for 431.7 million and credit card companies led by Visa have tallied 351 million.
BMW, according to iSpot.tv, is the clear winner in terms of visibility, generating over 262,297,430 impressions to their ads. The brand has run 10 spots 113 times. No individual ads have generated enough impressions to be leading on their own, but this spot is performing best for the big-spending car company:
When it comes to view rate — the average amount of an ad that was watched — a couple of movie trailers from Paramount Pictures are at the top of the list: “Arrival” and “Jack Reacher: Never Go Back.”
Across digital, the top performer is UnitedHealthcare’s “Pool Vault” spot, featuring some backyard BBQ antics gone wrong. The ad has been seen over 103.3 million times, and generated over 968,000 online views, 78,500 searches and over 10,500 social actions, according to iSpot.tv’s data. Nike, McDonald’s, Nike again, and Samsung Galaxy complete the top five.
And finally, in the “Top Spots by Spend” category, Chevrolet is leading so far with its “Up: Camaro, Equinox, Malibu, Silverado” ad. It’s had 60 airings and a view rate of 90.15 percent at 2.21 percent of the total advertising spend.