Friday, February 12, 2010

Campaigns Big Enough to Open With Olympics

TO say that the folks on Madison Avenue who create television commercials have been busy lately is like saying New Orleans was pleased when the Saints won the Super Bowl. The debut of scores of campaigns, tied to the start of the Olympics on Friday, is part of what may be the most concentrated period of big-budget, big-name marketing efforts in years.


Super Bowl XLIV on Sunday was part of the frenetic stretch, which continues this weekend with the Winter Games and other sports programming, like the National Basketball Association All-Star Game and the Daytona 500. The TV marketing blitz, which began with the coverage of the Golden Globe Awards on Jan. 17, is to run through the Academy Awards on March 7 and conclude with the finale of the National Collegiate Athletic Association basketball tournament on April 5.


All those events have something in common other than high prices for commercial time: They are all broadcast live, part of a trend known as big-event television, which prizes programs that can attract large, involved audiences at a time when consumers have generally been atomized into tiny niche markets.


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