According to Coca-Cola executives, mobile marketing strategy is key to Olympic campaigns, especially when it come to reaching younger consumers. “Mobile is at the heart of many teens' daily lives, connecting them with their family, their friends and their world,” said Kim Siler, mobile brand strategy, global connections at Coca-Cola Co. “Mobile, in turn, is at the heart and foundation of our strategy for London 2012, amplifying those connections with music, relevant content and movement."

Total U.S. TV ad spend crossed the $70 billion mark for the first time in 2011, a year without a Presidential election or Olympics. Sport advertising also increased significantly,  growing at a 6% rate to $10.9 billion. In 2010, all TV spending totalled $68.7 billion as the market moved out of the recession, while sport advertising did particularly well, jumping 26% to $10.3 billion from October 2009 to September 2010.