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NBC FAR AHEAD OF ATLANTA '96 ADVERTISING GOALS

     With 21 months to go before the 1996 Olympic Games, NBC has
sold virtually all of the official sponsorship positions
available on its 17 days of media coverage.  Media buyers
estimate NBC is way ahead of schedule, racking up more than $300M
toward its goal of $600M in '96 Olympic revenues.  NBC now must
convince non-Olympic sponsors to purchase spots, which typically
run at $400,000 for a 30-second prime-time spot.  An agency media
executive representing a number of Olympics-related clients said
that the sale of the final 20% of spots will be difficult: "And
that $120 million is where NBC's profits will be" (Joe Mandese,
AD AGE, 10/17 issue).
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