DATA REPORT: PyeongChang 2018 Winter Olympics

As we step into the arena of the PyeongChang Olympics, our SQAD Data Team started to dig into our MediaCost: National advertising cost data to see if there are any noteworthy trends for this year’s Games. We’ve made some interesting discoveries you might find interesting.

OPENING CEREMONIES

The average unit cost for a :30 ad during the 2018 opening ceremony averages between $544,865 and $665,946 – down 3% from the 2014 Sochi Games.

WEEK 1 -vs- WEEK 2

During the PyeongChang Games, CPMs (Cost Per Thousand) for Women aged 25-54 are seeing a 25% week-over-week decline, averaging between $152.22 and $179.06 in Week 2.

ALL PRIME

Compared to the 2014 Games, Primetime Household CPMs for the PyeongCheong Games are up 30%, averaging $49.78 – $60.72.

Primetime CPMs for Men 25-54 during the PyeongChang Games fell nearly 15% from 2014, averaging $94.46 – $115.45.

2018 Primetime CPMs for Women 25-54 rose nearly 130% compared to 2014, averaging $189.08 – $228.78.

Targeting Women 25-54 during Primetime for the PyeongChang Games costs twice as much (averaging $189.08 – $228.78) than targeting Men 25-54.

WEEKDAY PRIME

Weekday Primetime CPMs for Adults 25-54 for the PyeongChang Games are up 40% from the Sochi Games, averaging between $75.73 and $91.25.

Weekday Primetime CPMs for Women 25-54 during for the PyeongChang Games nearly doubled from the Sochi Games, averaging between $189.26 and $230.38.

WEEKEND PRIME

The cost of targeting Adults 25-54 during Weekend Primetime for the PyeongChang Games is up 12% from the 2014 Games, with average CPMs of $85.88 – $101.42.

Targeting Women 25-54 costs 75% more (CPMs averaging $193.98 – $232.36) than targeting Men 25-54 during the Weekend Primetime viewing of the PyeongChang Games.

WEEKDAY PRIME -vs- WEEKEND PRIME

During the PyeongChang Games, average Primetime ad costs on Weekdays are 3.5% higher than on Weekends.

Targeting male viewers 25-54 on Weekdays during the PyeongChang Games costs 20% more (CPMs averaging $139.04 – $165.54) than on the Weekends.

Weekday CPMs for Household CPMs during the PyeongChang Games average between $52.49 and $62.63, over 11% higher than Weekends CPMs.

WEEKEND AFTERNOON

Running a :30 ad on a Weekend Afternoon of the PyeongChang Games costs 17% more (averaging between $422,689 and $505,278) than for the 2014 Sochi Games.

During the 2014 Sochi Games, ad costs on Saturday were 33% higher than Sunday; but, the PyeongChang Games average around the same price for both days.