For Olympics, commercials for screens of all
sizes
Brace yourself, Olympics fans, for $1 billion in advertising that
will begin inundating you in 24 hours on screens in four sizes:
small, on cell phones; medium, on computers and airplanes; large,
on television sets; and extra large, in movie theaters.
Just as the sponsors of Super Bowl XL extended their glitzy,
expensive commercials beyond the game--onto Web sites, cell phones,
cinema screens and video iPods--so, too, will the scores of
marketers that plan to run spots during the NBC Universal
television coverage of the Olympic Winter Games, in Turin, Italy,
from tomorrow through Feb. 26.
The expansion of the Olympic campaigns into other media is
emblematic of the efforts advertisers are making to reach consumers
who are increasingly able to zip through traditional television
pitches.