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Harvey Norman tops Olympics digital ad spend beating Seven West Media and the IOC

Harvey Norman has topped the list of Olympics-related digital ad spend for the 2021 Olympics according to data from Pathmatics.

The data also reveals Olympics-related digital ad spend increasing in the lead up to the Tokyo Olympics as it became more certain the Games would carry on.

The top 10 advertisers in Australia for Olympics-related digital ad spend are:

  1. Harvey Norman
  2. Seven West Media
  3. International Olympics Committee (Olympics Games Toyko 2020 official video game)
  4. Sensibo Inc.
  5. GoDaddy.com
  6. ING Group
  7. Amnesty International Australia
  8. The Coca-Cola Company
  9. Roborock Inc.
  10. REA Group

Time period: July 1, 2021 – August 1, 2021. Ad spends are estimates across desktop and mobile display and video, and Facebook.

An example of one of the Olympic creatives by Harvey Norman can be seen below.

Harvey Norman also took out the most advertisements across two of the three major commercial FM radio networks in Australia in the first half of 2021.

Meanwhile, smart air-conditioner brand Sensibo invested substantially in growing its Australian sales against the Olympics while GoDaddy, the official website builder partner of the Australian Olympic Team was also a significant spender. It released a campaign with Olympian Melissa Wu last month.

One of the Olympics creatives posted by not-for-profit Amnesty International, which was seventh, brought awareness of the forced sterilistation of transgender individuals in Japan.

By each day, there is a clear increase in spend before the Olympics began on 23 July, with a decline occurring as they began to draw to a close.

Pathmatics also released a word cloud featuring the top used words in Olympics-related ad creatives from Australian brands.

Pathmatics regional director Eugene du Plessis commented: “With so much uncertainty surrounding whether the Tokyo Olympics 2020 would go ahead, many brands were reluctant to get involved. However, this proved to be the golden games for Australia, matching our nation’s best performance for gold medals since the 2004 Olympics in Athens. The brands that stuck with Australia – such as Coca Cola and GoDaddy who are Australian Olympic Committee partners – have certainly reaped the rewards.

“With spectatorship entirely virtual this year, more people than ever tuned in digitally to watch the Games, unlocking new opportunities that brands can tap into for the upcoming Paralympics.”

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