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July 26, 2012 by · Leave a Comment 

Until recently, NBC was predicting that it would probably lose about $100 million on its multi-platform coverage of the London Olympics, but that the loss would be offset by its ability to promote its fall schedule and to boost ratings for its declining morning talk show, Today. But on Wednesday, the broadcaster provided new figures that seemed to suggest that the Games could wind up turning a profit for the network. In a statement, NBC said that it has sold $1 billion worth of advertising for the London Olympics, $150 million more than its total for the 2008 Games in Beijing. It said that it had added $50 million in commercial orders in just the past few weeks, primarily from tech companies. The $1-billion figure also includes revenue from cable and online affiliates. Advertising Age quoted Seth Winter, exec-VP, sales and sales marketing for NBC Sports Group, as saying, “The proliferation of devices that allow people to take in content across various mobile platforms has contributed to a 300 percent increase in our digital sales.”