Harvey Norman Was The Biggest Digital Advertiser During Tokyo Games, As Top 10 Spenders Revealed

Harvey Norman Was The Biggest Digital Advertiser During Tokyo Games, As Top 10 Spenders Revealed
SHARE
THIS



Digital marketing intelligence platform Pathmatics has revealed that Harvey Norman was the biggest spender on digital advertising during the Olympic Games.

With so much uncertainty around whether the Games would go ahead this year, along with global brands such as Toyota publicly distancing itself from the event due to concerns about brand damage, the show did go on.

Here are the top 10 Aussie brands that backed what has arguably been the most anticipated Olympics Games in history.  The ad spends are estimates across desktop and mobile display and video, and Facebook.

Olympics-related ad spend from Australian brands

Most used words in Olympics-related ad creatives from Australian brands

Commenting on the numbers, Eugene du Plessis, Pathamtics regional director, said: “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 Paralympic,” du Plessis said.

Please login with linkedin to comment

2020 Tokyo Olympics Games pathmatics

Latest News

Howzat! The Zoo Republic And Sanitarium Bowl Launch AR Weet-Bix Prize-Bowl Promo
  • Advertising
  • Marketing

Howzat! The Zoo Republic And Sanitarium Bowl Launch AR Weet-Bix Prize-Bowl Promo

Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.

Independent Agency Indago Digital Adds Four New Clients
  • Marketing
  • Technology

Independent Agency Indago Digital Adds Four New Clients

Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]

DDB Honours Legacy Of First Copy Chief Phyllis Robinson On Her 100th Birthday
  • Marketing

DDB Honours Legacy Of First Copy Chief Phyllis Robinson On Her 100th Birthday

Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]

Make A Wish Foundation Names Mindshare New Zealand As Media Partner
  • Media

Make A Wish Foundation Names Mindshare New Zealand As Media Partner

Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]

The Australian Marks 10 Years Digital Subscription Milestone
  • Media

The Australian Marks 10 Years Digital Subscription Milestone

The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]

PodSpot Studios Expand To Sydney & Gold Coast
  • Media

PodSpot Studios Expand To Sydney & Gold Coast

PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]