NBC READIES FOR BOFFO RATINGS; OTHER NETS PREPARE TO "DUCK"

     While NBC is estimating an average audience of 27 million
viewers in primetime during the Games, BBDO Senior VP Steve
Grubbs predicts that figure might reach 34 million.  Grubbs put
the typical price of a 30-second spot at $400,000, similar to
"Seinfeld" or "ER" buys during the fall and winter (Harry
Berkowitz, NEWSDAY, 7/16).  AD AGE updates the numbers for NBC:
$450 paid for TV rights; $675M sold in advertising.  AD estimates
the average price paid for a 30-second spot in prime time at
$550,000.  Certain non-sponsors (Nike, Toyota/Lexus, Jeep/Eagle)
will get air through local ad deals with NBC's O&O stations.
Total Olympic sales for NBC's station group have reached $125M
(AD AGE, 7/15 issue).  VARIETY notes the "17-day, 171-hour TV
sports fest threatens to further demolish rivals' ratings in a
summer that's already proving dismal for network TV."  One
programming exec from a rival network:  "The right thing to do is
simply duck" (Gary Levin, VARIETY, 7/15-21 issue).