四年一度的奧運盛會，不僅是運動員成名的舞臺，更是諸多企業藉由直接的贊助 或透過媒體廣告打響知名度的最佳時刻，而電視廣告更是被廣為使用的宣傳方式之一。因此 ，本研究乃以國內三家無線電視臺（臺視、中視、華視）轉播 2000 年雪梨奧運期間為研究 範圍，以轉播時段之廣告為研究對象，其主要之目的旨在透過內容分析的方法，以描述統計 、百分比及卡方檢定分析了解電視廣告之產品類別、分析電視廣告之最大廣告主、探討電視 廣告之產品價格，以期發現最具潛力的運動節目廣告主。 本研究發現， 奧運會轉播期間，電視總廣告量為 181,610 秒，分別為臺視 60,395 秒、中 視 62,095 秒、華視 59,120 秒。在商品廣告分類方面（ X �� =3468.09，p<.01 ），以飲 料類最多，其總廣告秒數為 70,840 秒，佔總廣告量之 39 ％，其次分別為藥品類、行動電 話類、食品類、汽車類；在產品廣告量前五名的平均價格方面（ X �� =93.30，p<.01 ）， 除汽車類廣告屬高價位外，其餘之飲料類、藥品類、食品類均屬低價位之產品；在廣告主方 面（ X �� =135.58， p<.01 ），以金車企業（ 29,010 秒，15.97 ％）為最，其次分別為 五洲製藥、臺灣大哥大、維他露公司、統一企業、三菱汽車。 由結果顯示，飲料類是電視廣告的最大金主，又以金車企業為個中之翹楚，其次為藥品類、 行動電話類與食品類，此為電視臺急需爭取的廣告主來源。然從廣告產品之價格分析，大多 為低價位之產品，從廣告行銷之觀點而言，其廣告主是否將觀賞運動性節目之觀眾認定為社 經地位較低之族群， 仍有賴進一步之研究證實， 此外，運動產品類之相關產品並未出現在 2000 年奧運會之電視廣告中，亦是值得進一步探討之處。

　　　　　The obce-every-four-years Olympics Games' gala is not only the stage for athletes to get worldwide reputation but also the best moment for companies to promote their products either by direct sponsors or by TV commercials. TV commercials are indeed one of the most prevailing and effective advertising strategies. Therefore, the TV commercials of the 2000 Sydney Olympics Games televised by the three domestic wireless TV stations (TTV, CTV, CTS) were collected as the subjects for the study. The purpose aimed at understanding the background and characteristics of the TV commercials of the 2000 Sydney Olympics Games, including the categories and prices of the products in the commercials and the biggest advertiser. Then, potential advertisers were expected to be found for sports programming. The results indicated that the total time of TV commercials was 181,610 seconds, with 60,395 seconds in TTV, 62,095 seconds in CTV, and 59,120 seconds in CTS, respectively. In terms of the products' categories (X �� =3468.09,p<.01), the beverage which took up 70,840 seconds, amounting to 39% of total commercial time, was the biggest one. It was then followed by medicine, cellular phones, foodstuffs, and motors, Among the top five commercial categories, (X �� =93.30, p<.01), only the motors were high-priced products; the beverage, medicine, and foodstuffs belonged to low-priced products. With regard to the advertisers (X �� =135.58,p<.01),the Kingcar Enterprise was the top one (29,010 seconds, 15.97%). The others were U-Chu Medicine Company, Taiwan, Cellular Corporation, Vitalon Foods Company, President Enterprise, and Mitsubishi Motors. Based on the research results, the beverage companies was the biggest advertiser on the TV commercials being analyzed, especially the Kingcar should be the target sponsors for TV sports programming. However, most of the products were at low prices. It needs further research to tell whether the advertisers thought the audiences watching the sports programming were of lower soical and economic position. Moreover, the sports-related products did not show up on the TV commercials of the 2000 Sydney Olympics Games. It is worth further discussion.