Impact over impressions: Hard data shows 3x multiplier effect Australian brands can’t afford to miss
Nine’s analysis of Olympic Games ads and sponsorships reveals a 3x uplift in key mid-funnel metrics. Unsurprising, says Nine’s Anne Gruber, because the Games are one of the few remaining opportunities for marketers to tap into collective mass emotional moments that build memories, brands and cultural connections.
In an era of skippable ads, fractured feeds and declining attention, the Olympics remains one of the last true moments of national attention at scale. And in the face of digital distraction, it’s delivering a rare – and proven - multiplier effect for mid-funnel brand outcomes. This isn’t marketing folklore. It’s Nine’s data-backed reality.
So the question for advertisers isn’t “should we show up”. It’s: “can we afford not to?”
The data is in: The Olympic effect is real
By comparing performance across our entire sport and entertainment portfolio, the results were clear: The Olympic Games consistently outperforms, with up to 3x uplift in mid-funnel metrics like top-box consideration/preference, message agreement and brand relevance. It’s a measurable movement where it matters most, in brand meaning, preference and future action.
Beyond the numbers: A movement, not just a media buy
The Olympics is a cultural lightning rod. What makes it so powerful is a rare overlap of heightened emotional states and deep national identification – a space where neuroscience meets narrative. This is active viewing, it’s personal, it’s the collective anticipation, the goosebumps in a photo finish, the lump in your throat during the anthem. And when audiences feel more deeply, brands that are present in those moments don’t just land, they last.
Why it works: Emotion, identity and unmatched cultural gravity
- Neurological supercharge: The science of emotional attention
Olympic moments live in a different part of the brain. The drama of competition, the raw displays of human endeavour, the suspense of a close finish and the sheer joy or heartbreak of victory – these elicit powerful physiological and psychological responses. In such moments, cognitive defences soften and brand message lands deeper. People aren’t simply watching, they’re feeling. And when they feel, they remember. Brands that show up in this context aren’t intrusions; they’re participants in a shared emotional experience. - Cultural currency: One of the last truly shared national experiences
In a fragmented world, the Olympics stands as one of the few true "event moments" left in media. It's a unifying cultural phenomenon that transcends demographics, social divides and even typical media consumption habits. For Australians, our deep-seated love of sport and fervent national pride imbues the Games with an almost sacred quality. We gather as a nation, collectively holding our breath, cheering our heroes and celebrating our shared identity. When brands align with that moment it earns cultural relevance that money can’t buy. It enters the national conversation not as an advertiser, but as an ally.
The creative imperative: Don’t just show up, show heart
In a uniquely high-receptivity environment, advertisers must fundamentally shift their approach from transactional messaging to emotive storytelling and value-driven communication.
With the Olympics, the rules are different.
Creative strategy must:
- Lead with emotion: Inspire, move and uplift with messaging that goes beyond functional. Brands like Qantas with its "Already Proud" campaign exemplify this, connecting with the journey and sacrifice of athletes rather than just their destination.
- Embrace narrative: Whether it’s in six seconds or sixty, narrative matters. Tie your brand to themes of sacrifice, ambition, unity or resilience to truly win.
- Show your values: Authentically integrate your story, don’t just badge-slap. Connect brand purpose to athlete stories or cultural context in a way that feels earned.
- Read the room: Be true and stay relevant to the moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood.
The underestimated power play: Reaching 18-39s with authenticity
The 18-39s are notoriously elusive in today's media landscape. But younger audiences aren’t unreachable – they're just resistant to generic, traditional advertising. The Olympics breaks that resistance because it delivers what they crave: authenticity, emotion, cultural heat and a collective conversation.
While some may consume highlights on social media, the allure of live, shared national moments still holds an immense power. Smart brands are taking bolder risks in building short-form, authentic and shareable content within the Olympic narrative, leveraging athlete influencers and creators with natural alignment.
This is not about repurposing TVCs for TikTok. It’s about becoming part of the cultural moment younger audiences are actively shaping. The Olympics is a platform for brand building with a capital ‘B’ for younger audiences, driving relevance and tapping directly into the zeitgeist.
The Olympics transcends sport; it's a cultural movement that sets the pulse of the nation. In a world of infinite choice, the Games cut through, delivering unparalleled reach and a profound, shared experience. Brands that understand this become part of the cultural fabric, earning unmatched engagement.
The Olympics multiplier effect is undeniable. The broadcast offers advertisers a rare opportunity to supercharge brand equity and maximise mid-funnel metrics like nothing else. The heightened state of emotional arousal that viewers are in when they watch the Games means they are more responsive to brand messages. At a time when mass reaching, emotionally charged, cultural relevant, brand-building moments are disappearing, the Olympics gives marketers a rare chance to be unforgettable.
The closing ceremony: Brand building’s biggest missed opportunity?
Advertising in the Olympics isn't just about moving product – it’s about building long-term meaning. We’ve seen the briefs, campaigns, and case studies, and the brands that get cut-through aren’t the ones that merely ‘show up’ – they’re the ones that show us who they are.
These brands embed themselves in the Games. They become part of the highs, the heartbreaks. Their creative doesn’t just say ‘we’re here’ it says, ‘we believe in what this moment represents’. And it works. Because in a world drowning in transactional noise, audiences reward brands that take a stand, show heart and act with intent. Done well, Olympic campaigns shift perception, build emotional equity and earn trust that outlasts the medal count.
In a market saturated with noise and novelty, the Olympics delivers attention with meaning. It’s one of the few remaining moments where millions of Australians feel the same thing, at the same time – and brands have a front-row seat. But that window doesn’t stay open for long. The real risk isn’t overspending; it’s missing out on the chance to be part of something bigger. To anchor your brand inside a national story and trade impressions for impact. In an era where cultural relevance is the most valuable currency a brand can hold, the Olympics is one of the last platforms that can truly deliver it – fact.
Source: Nine, Olympics Sponsor Analysis 2024/2025.
