The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.

The Appeal of the Olympics

The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.

Why Local TV Advertising?

1. Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
2. Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
3. Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
4. High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.

Strategies for Effective Local TV Advertising

Align with the Olympic Spirit: Create ads that capture the spirit of the Olympics. Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.

Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.

Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.

Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.

Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.

Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.

Types of Local TV Ads

Traditional Commercials: These are the standard 15, 30, or 60-second ads that air during commercial breaks. They are effective for brand building and direct response.

Sponsorships and Branded Content: Consider sponsoring specific segments of the Olympic coverage, such as the local news recap of the day’s events. This keeps your brand top-of-mind and associates it with Olympic content.

Local News Integration: Collaborate with local news stations to integrate your brand into their Olympic coverage. This could be through sponsored segments, product placements, or on-screen graphics. The benefit of this strategy is that it allows you to reach a local audience that is already engaged with the Olympics, increasing the relevance and impact of your ads.

Interactive Ads: With the rise of smart TVs, interactive ads that allow viewers to engage directly from their screens are becoming more popular. Businesses can use interactive ads to gather customer data, provide more information, or offer discounts.

Timing and Placement

Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.

Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.

Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.

News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.

Measuring Success

Measuring success is essential to ensure that your local TV advertising campaign during the Olympics is effective. Here are some key metrics to consider:

Reach and Frequency: How many people saw your ad, and how often did they see it? This helps gauge the overall exposure of your campaign.

Engagement and Response Rates: Track how many viewers acted after seeing your ad. This could be visits to your website, store foot traffic, or calls to your business.

Sales and Revenue: Measure any increases in sales or revenue that can be attributed to your advertising efforts. This is the ultimate indicator of your campaign’s success.

Brand Awareness and Recall: Conduct surveys or use brand tracking tools to assess changes in brand awareness and recall. This helps understand the long-term impact of your ads.

Return on Investment (ROI): Calculate the ROI of your campaign by comparing the revenue generated from your ads to the cost of the campaign.

The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.

ZingX™, WideOrbit’s buy-side advertising platform, provides streamlined access to broadcast TV ad inventory from over a thousand of local stations across the US. Contact us to discover how ZingX makes executing a TV ad buy faster and easier than ever before.