B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • WPP
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • Channel 10
  • News Corp
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: What A Postponed Olympics Means For Advertisers
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > What A Postponed Olympics Means For Advertisers
Media

What A Postponed Olympics Means For Advertisers

Staff Writers
Published on: 25th March 2020 at 11:16 AM
Staff Writers
Share
3 Min Read
SHARE

It was almost inevitable: the 2020 Tokyo Olympics has been postponed until 2021.

For broadcasters and advertisers, it is undoubtedly a better than a cancelled Games. However, this does not mean it isn’t without complexities.

A cancelled Games at least would have provided answers right now – at a time where many broadcasters and advertising brands are struggling to stay afloat.

It is still unclear exactly when the 2021 event – which will still be called Tokyo 2020 – will take place, which will present an issue for buyers looking to get organised early.

There is some good news for broadcasters, however.

According to IOC member Dick Pound, the IOC only takes a small fee prior to the games – between five and 10 per cent – with the rest coming after the games are delivered.

“The broadcast revenues are heavily loaded at the time of the games,” Pound told Bloomberg.

This could prove important for Australian broadcaster Seven West Media, which is currently facing financial woes in light of the COVID-19 situation.

SWM Chief Revenue Officer Kurt Burnette said: “We’re disappointed to no longer be able to offer our partners the incredible platform that Tokyo 2020 could provide.

“Our partners are just as disappointed as us, but completely support that the health and safety of the global community comes first. We’re already working together to explore all options and to help support them in reaching their key audiences now, when messaging is more important than ever.”

In the US, local broadcaster NBCUniversal has already sold around $US1.25bn in ad sales for the Tokyo Games, with around 10 per cent remaining.

There are also potential scheduling clashes.

The Euro 2020 football tournament has also been rescheduled for 2021, to take place between June and July.

Organisers have promised the the Tokyo Games will take place “not later than [Northern hemisphere] summer 2021”.

This sets up a potential scheduling clash.

And while sports fans would be happy with such a scenario, this could be an issue for broadcasters, who will already be struggling to sell inventory at the original price.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Olympics
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?