Monitoring company AdEase has published its report on the 10 brands that had the most presence on TV with their Olympic Games ads, ranked by their share of occurrence percentage.
Leading the pack is BCE (Bell), with a 19% share of occurrence. Bell, the official partner of Team Canada, aired numerous spots for its mobile and home Internet services. Each ad highlighted Bell’s commitment to keeping Canadians connected, as well as the athletes competing in the Games.
With a 16% share of occurrence, Toyota Canada ranked second with its dynamic campaign as a worldwide Olympic partner. Its ads featured Olympians from around the world, celebrating the universal spirit of the Games. The commercials combined the excitement of the Olympics with the reliability and performance of its vehicles, including its most popular models such as the Tacoma and Tundra.
Sobeys recorded 16% share of occurrence in this year’s advertising landscape. Its campaign prominently featured Canadian Olympians training in their respective sports, reinforcing Sobeys’ role as the official grocery store of Team Canada. The ads focused on the importance of nutrition and community, showing how the brand supports both everyday Canadians and their Olympic heroes.
Petro-Canada, with a 12% share of occurrence, highlighted its status as a sponsor of Team Canada. Its campaign was a tribute to the dedication of the athletes and the passion of the fans, with ads showing Canadian athletes in intense training sessions, as well as Canadian spectators enthusiastically cheering them on.
RBC’s campaign had a 9% share of occurrence, prominently featuring Olympic athlete Pierce LePage using the RBC Vantage app, which allows users to send money around the world with no fees. As a the premier national partner of Team Canada, RBC’s ads highlighted the convenience and global reach of its financial services.
RCB was followed by RCB Training Group (7.7% occurrence), Visa (7.4% occurrence), Air Canada (4.6% occurrence), Forzani Group (4.5% occurrence) and Novo (2.9% occurrence).
AdEase also reported on the performance of each of the brands since the 2022 Winter Olympics.
The total number of ad insertions significantly increased from 13,694 during the 2022 Winter Olympics to 34,420 in the 2024 Summer Olympics. This represents a massive shift, with the Summer Games accounting for 71% of the total insertions, compared to 28% during the 2022 Winter Games.
BCE remains a leading advertiser, but its share of occurrence has decreased from 18% during the 2022 Winter Games to 12% in this year’s Summer Games. Sobeys has maintained a consistent presence, with its share of occurrence only decreasing from 13% in 2022 to 12% in 2024. Meanwhile, Toyota Canada has seen a notable increase in its share of occurrence, rising from 8% during the 2022 Winter Olympics to 11% in the 2024 Summer Olympics.
Visa’s advertising share saw a decrease from 12% in 2022 to 4% in 2024, even though the number of insertions remained relatively stable (1,759 to 1,680). According to AdEase, this indicates that while the brand maintained its campaigns, other brands increased their advertising efforts more aggressively during the Games this year. Petro-Canada has made a substantial increase in its Olympic advertising, with its share rising from 2% in 2022 to 7% in 2024.
