Geico Spends $29.7M In Rio Advertising, Just Behind BMW

Rio Olympic Advertisers

Source: SBJ analysis of iSpot.tv data

Geico, a perennial sports advertising powerhouse — and a non-Olympic sponsor — is threatening BMW’s spot atop NBC’s Olympic advertising podium, according to iSpot.tv data analyzed by SportsBusiness Journal.

The German carmaker spent an estimated $30.3 million on advertising across NBC’s Olympic TV networks through last night, the most of any brand. That figure represents 11 unique commercials that collectively have aired 180 times. BMW even brought back its “Hello Future” spot, created by kbs+p for the 2015 Super Bowl. But Geico’s four spots have run a total of 464 times, for an estimated spend of $29.7 million. “Pirate Ship Parrot,” created by The Martin Agency, has led the way for the insurance company, with an estimated value of $8.7 million.