By the time the Summer Olympics wrap on Aug. 21, advertisers will have spent $1.2 billion across NBCUniversal’s broadcast, cable and digital platforms -- and publishers say synch requests for music are at an all-time high for the Rio Games. “We definitely responded to more creative briefs than ever before,” says Brian Monaco, Sony/ATV worldwide head of advertising, film and TV.
Joshua Rabinowitz, EVP and director of music for Grey Group, says brands came to the ad agency seeking songs much earlier than in past years. In the case of Gillette’s “Pretty Isn’t Perfect” spot, the razor company began looking for music, ultimately choosing Sia’s tune, more than a year in advance. “I’ve been doing this for 20 years -- it’s the first time we’ve had to dig deep so early,” he says.
While the Olympics aren’t a juggernaut on the level of the Super Bowl -- the most-watched TV event of the year, where synchs can top $1 million -- a spot for a well-known song can go as high as $250,000 for the Games. Following are the stories behind three commercial placements.