Metro hauls in £12m Olympic ad revenues

By John Reynolds,, Wednesday, 08 August 2012 11:09AM

Free-title Metro has attracted around £12m in Olympic specific advertising while The Sunday Times and The Sunday Telegraph have enjoyed big circulation lifts during the Olympics.

Metro: attracts Olympic specific advertising

Metro: attracts Olympic specific advertising

Free title Metro, which for the first time is being published at weekends during the Olympics, has benefited from its £2m cover-wrap deal with adidas, which is running everyday of the Olympics.

Metro, which is published nationally, has also carried big commercial deals with brands such as Olympic sponsor BT and non-Olympic sponsors such as Aviva.

In all, Metro has taken in ad money from 24 official Olympic advertisers, and a total of 50 advertisers targeting the Olympics.

David Vokes, who heads up Metro’s London’s 2012 commercial operations, said: "The interesting things about the weekends is that people have been picking up the paper later in the day and not just the morning."

Metro has distributed around 325,000 copies at the weekend in London, as it looks to lure in tourists and domestic people visiting the Olympics.

Separately, unofficial figures suggest that national newspapers have been performing well during the Olympics.

In the two Sundays since the start of the Olympics (Sunday July 29 and Sunday August 5), The Sunday Times has added around 71,000 copies to its pre-Olympic average circulation.

The Sunday Telegraph has added around 42,000 in the same period to its pre-Olympic figure.

Both titles have published dedicated Olympic supplements along with putting significant editorial resources behind the Olympics.

The Observer and the Independent on Sunday have added 32,000 and 5,000 to their average circulations.

The Mail on Sunday has added 49,000 and Sunday Express 14,000.

The figures would suggest the Sunday Mirror is the big winner across the red-top market, up 57,000, likely aided by a TV campaign. The Sun on Sunday has fallen 5,000 copies.

This article was first published on


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs