Cost of advertising during the Olympics?
The cost of advertising during the 2024 Olympics mainly depends on the device and the duration of the campaign. But Adintime can offer you average price ranges for a week of broadcast, to give you an idea for this period:
- For OOH (Out-of-Home) devices, rates range between €33,000 and €150,000, depending on the duration and visibility.
- For DOOH (Digital Out-of-Home), prices range from €230,000 to €470,000, with specific offers for shopping centers and locations near Olympic sites.
- Devices combining DOOH and OOH in Paris range from €500,000 to €1 million.
- Advertisements on buses (including classic and event devices) range from €40,000 to €180,000.
- Regarding peripheral event banners in Paris, prices range from €30,000 to €360,000.
These price ranges provide an overview of costs for different advertising devices. For an accurate price on any of the devices, make your request for personalized support. Submit a brief on Adintime
Regulations and exceptions
Some regulations and exceptions are to be expected if you want to advertise during the 2024 Paris Olympics. These measures have been put in place to facilitate and frame advertising during this global event. Here are the main regulations communicated by the Ministry of Culture:
- Derogations for advertisements in public spaces
Advertising visible in public areas is normally regulated by the environmental code, involving protected buildings. The Île-de-France Regional Directorate of Cultural Affairs (DRAC) has granted derogations to simplify the visibility of the Paris 2024 Games, but these derogations are strictly regulated by urban planning and heritage codes. To preserve the urban landscape, derogations are legally framed and concern only urban planning and heritage codes.
- Derogations and historic monuments
Regarding classified or listed historic monuments, no advertising is allowed, except for very limited flagging in content, space, and time. The Regional Conservation of Historic Monuments (CRMH) is responsible for processing files, with strict authorization conditions to preserve architectural and landscape integration.
The granted derogations do not give free rein to outdoor advertising, and the following legal references set the legal framework.
- Special Cases (flagging, signs-pre-signs, marketing partners)
Flagging, derogatory for the emblems and symbols of the Games, is authorized in protected spaces related to an operation or event of the Games. Signs and pre-signs are subject to the pre-existing regime of temporary signs, with special authorizations for specific widths or heights.
Official marketing partners of Paris 2024 can display their advertising in normally prohibited spaces but with restrictions in time and space. Marketing partners can display their advertising from the 30th day before the opening ceremony of the Games until 15 days after the closing ceremony of the Paralympic Games. A restriction within a radius of 500 meters around sites related to the organization or conduct of the Games is in place. A nominative list of sites will be published in the first quarter of 2024.
These derogations and exceptional authorizations aim to facilitate the visibility of the Paris 2024 Games while ensuring the preservation of heritage and the urban landscape. For detailed information on all restrictions, visit the Ministry of Culture's website.
Known advertisers: France TV
For the Paris 2024 Olympic Games, France Télévisions, an official partner and broadcaster, is implementing a powerful advertising campaign in collaboration with eight renowned advertisers such as Bridgestone, Coca-Cola, and Toyota. Scheduled from July 26 to August 11, the special program will be broadcast on France 2, France 3, France 4, and a new dedicated digital channel. FranceTV Publicité has developed innovative offers for these advertisers, with unprecedented advertising formats. The brands will enjoy strong visibility before the opening ceremony, with a special "Top Départ" event screen on France 2, followed by an exclusive billboard framing the opening and closing ceremonies. During the Olympic fortnight, their advertising presence will be assured on several channels and platforms, allowing for an immersive and memorable experience for the French audience.