Research on the Dissemination Strategy of TV Advertisements for Sports Events, Taking CCTV’s Advertisements for the Beijing and London Olympic Games as Examples

The influence of major events is increasingly becoming a platform for many business activities. More and more brands are completing their brand publicity and positioning through influential world events like the Olympic Games. More and more commercial brands choose to put a certain number of advertisements in the Olympic Games or to enhance their influence and popularity in the form of sponsoring the Olympic Games. Extending the influence of large-scale events on the commercial field has become a problem for many scholars. This article adopts the literature method, case study method and investigation method and takes the sports event advertisements of China Central Television of the Beijing and London Olympic Games as the research object. This article first analyzes the marketing situation of sports event TV advertisements, and then deeply and comprehensively explains the advertising marketing strategies from TV media, and finally makes a systematic evaluation and judgment on the communication of TV sports event advertisements.