Why Life Technologies is Sponsoring the Olympics on San Diego Television

A few days back I wrote about seeing a Life Technologies advertisement on television for sponsoring local coverage of the Olympics here in San Diego. After some digging today, I think I guessed the why of it.
 

Turns out that the Vancouver Winter Olympics will be aired while the AAAS Annual Meeting is held this year in San Diego! Wow that is some kinda marketing forethought! Thousands of scientists converging on this city from all over the world anxious to flip on the tele to catch the Olympics seeing Life Technologies Ads! Now that is branding to the max. Take that Thermo-Fisher.
 

And you thought you knew how to sell to scientists!
 

 I wonder if they will roll out the models again.

Life Technologies commericals on television!

I was flipping channels last night and stopped on an advertisement on NBC for the Olympics. I was shocked to see that Life Technologies, Inc was the local sponsor. Right there on television a science ad! Life Technologies Marketing machine is full swing these days with models at ASCB and television.
 

My guestimate is there are 3-8000 life scientists living here in San Diego. How in the world can television ads targeted to that few people in a city of 3 million, on one channel no less, be effective? I guess it could be a ploy to attract investment dollars since it is a publicly traded company, but I cant see how this campaign is going to sell cDNA kits.
 

Love to hear what you think about science ads on t.v. Let me know if you see more in your town too, please.