NBC Sees $1B In Ad Sales As Milestone, But Expects More Business

NBC Senior VP/Sports and Olympics Sales & Marketing Seth Winter called the $1B revenue mark for ad sales a "milestone" and said NBC in the next two weeks expects to "write more business" with advertisers, according to DAILY VARIETY's John Dempsey. NBC for the '04 Athens Games "hit about $1[B]" in ad revenues, but that was "with the Games completed and all revenues toted up." NBC this year "could still sell considerably more, especially if ratings are very good the first few nights." NBC reportedly is charging "about $750,000 for each 30-second NBC spot in live events." MPG Senior VP/National Broadcast Jason Kanefsky said NBC "sort of limped to its $1[B] because of the slow marketplace." DraftFCB Vice Chair Bill Cella: "The Games are a juggernaut. They appeal to all demographics, to all economic sectors" (DAILY VARIETY, 8/8). In K.C., Jennifer Mann reports the $750,000 figure is "more than double" the $339,000 the net charged for comparible spots in '04 (K.C. STAR, 8/8).

I APPROVE THIS MESSAGE: MEDIA POST's David Goetzl reports presumptive U.S. presidential candidates John McCain and Barack Obama each are "spending no more than $250,000 on average for a prime-time Olympic spot, dramatically below what other advertisers are paying." NBC records indicated that McCain "bought $6[M] in Olympic time and 25 prime-time spots," while Obama is "spending $5[M] and has 20 prime-time spots." Their deals with NBC "mean they have locked in unit costs at a significant discount," but the candidates are "not receiving audience guarantees for their spots (as many Olympic advetisers do)." Goetzl notes federal regulations "mandate that candidates are entitled to the lowest unit rate, but that's within 60 days of an election" (MEDIAPOST.com, 8/8).

NOTES: In Chicago, Lewis Lazare reports USOC sponsor United Airlines Friday launches five new spots to coincide with the start of the Games, and he gives the campaign an "A" grade. It does "everything the finest advertising should do," as the campaign is "gloriously subtle, yet unmistakably grand and stunningly artistic." One of the commercials, titled "Heart," features Chinese "superstar pianist" Lang Lang (CHICAGO SUN-TIMES, 8/8)....BROADCASTING & CABLE's Marisa Guthrie reports NBC "will sound the next note in its 'Chime In' campaign" during Friday's broadcast of the Opening Ceremony with a 30-second spot at the "top of the 8 p.m. hour featuring a bevy of NBC stars." NBC CMO John Miller said that the idea is to "remind viewers, 'When you hear these notes, you know there will be quality entertainment coming your way'" (BROADCASTINGCABLE.com, 8/8).