Bloomberg the Company & Products

Bloomberg Anywhere Login

Bloomberg

Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.

Company

Financial Products

Enterprise Products

Media

Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000

Communications

Industry Products

Media Services

Follow Us

Businessweek Archives

Heading `Ambush Advertisers' Off At The Pass


Up Front

HEADING `AMBUSH ADVERTISERS' OFF AT THE PASS

How galling. An advertiser spends millions to be an Olympic sponsor--only to find competitors running spots during the games as if they were, too. In 1992, American Express showed ads set in the French Alps, site of the winter games that year, that knocked sponsor Visa. And in the 1994 Winter Olympics, Wendy's International upstaged sponsor McDonald's with its founder, Dave Thomas, performing fantasy feats such as the bobsled run.

This time around, the sponsors aren't going to permit a repeat of this "ambush advertising." In a deal believed to exceed the $40 million McDonald's paid to be an Olympic sponsor, the hamburger chain has locked up all restaurant spots during NBC's broadcast of the 1996 summer games. Says Paul Schrage, McDonald's chief marketing officer, ambush ads are "a low-class way to gain attention." Coca-Cola and Anheuser-Busch also have locked up exclusive deals with NBC, with other Olympic sponsors expected to follow.EDITED BY LARRY LIGHT AND JULIE TILSNER David Greising


LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus