vancouver olympics

Curiosity is constantly searching for data that unlocks transformational insights. For the Vancouver Olympics, exhaustive research uncovered the kind of “unsexy” creative that can actually make a difference: local affiliate spots. Broadcast and cable affiliates would air commercials in their own local media time, they just needed the right kind of content to champion their hometown heroes and to sell to area businesses. Eighteen months and 500 spots later, the Vancouver Olympics became the 2nd highest rated Winter Games in U.S. history. Those local spots became a lot sexier when they added up to over $30MM in free air time.

NOTE: The highest rated Winter Olympics is still Lillehammer, which featured the epic “Kerrigan v. Harding” showdown.