The NBC network will be home to the 2016 Rio de Janeiro Summer Olympics.With the beloved sporting event just a year away, advertisers are gearing up once again to market their products during the event.
Time and time again, the PTC has told advertisers that sex and violence isn’t what attracts consumers to purchase their product. In fact, it’s more of a distraction. How many times have you watched a commercial and realized later you don’t remember what they were selling? Research shows that televised violence impairs memory for advertised products. The more attention viewers pay to violent programs, the less attention they have available for the commercials embedded in those programs. According to Walmart’s research, an 18% improvement is shown in performance of an ad when in the context of positive versus negative programs. In fact, the research found that advertisers can find an increase in revenue by simply placing their commercial in more family-friendly programming.
One company that has paved the way in creating a lasting buzz to its consumers is Procter and Gamble (P&G), home to familiar brands like Tide, Pampers, NyQuil, Duracell, Crest, Bounty, and dozens of others. P&G is consistently one of the most responsible advertisers in America, dedicated to sponsoring family-friendly programming. P&G also avoids violence or other negative content in its own commercials; in fact, the company excels in creating ads that promote positive values, as well as its products.
So it’s no surprise that Procter and Gamble’s ad for the 2012 summer Olympics, which paid tribute to moms around the world for supporting their children’s athletic endeavors, generated over 2.4 million shares online, with a 700,000 share for their winter Olympic ad titled “Pick Them Back Up.”
As the saying goes, people won’t always remember what you said, but how you made them feel. Here’s hoping other advertisers take notice and take heed to responsible advertising.
Below is a list of the top five most-shared Olympic ads of all time according to Unruly, a video ad technology firm:
1. P&G’s “Thank You Mama — Best Job” (Summer 2012) – 2.4 million shares
2. P&G’s “Pick Them Back Up” (Winter 2014) – 692,834 shares
3. Canadian Institute for Diversity and Inclusion’s “Luge” (Winter 2014) – 308,529 shares
4. Nike’s “Find Your Greatness Commercial — The Jogger” (Summer 2012) – 198, 357 shares
5. Adidas’ “Team GB Don’t Stop Me Now” (Summer 2012) — 196,664 shares