The Rio Olympic Games on NBCUniversal delivered 18.7 billion TV ad impressions for 420 brands, according to data from iSpot.tv.
NBCU said it had about $1.2 billion in ad sales, and iSpot.tv estimates that about $200 million of that came from automakers, with insurance companies, movie studios, quick service restaurants and credit card companies each contributing about $50 million in spending.
Among the biggest spending brands were GEICO, with an estimated $45.4 million, Chevrolet at $40.9 million, Samsung Mobile at $37.7 million, BMW at $37.6 million and Visa at $32.4 million.
In terms of impressions, NBC’s TV networks and programs had the most impressions, with 2.542 billion impressions. That was followed by the automakers, insurance companies, movie studios and banks and credit cards.
Ads by the insurance companies drew the most online reactions, accumulating a 13.5% share of voice. Apparel makers, including Nike, were next followed by electronics including mobile devices.
The single ad drawing the most response was UnitedHealthcare's “Pool Vault” ad, showing a man using a skimmer to try to jump over a swimming pool while his wife looks up urgent care centers.
Broadcasting & Cable Newsletter
The smarter way to stay on top of broadcasting and cable industry. Sign up below
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.