Expectations High For NASCAR On NBC NBC Lands New Advertisers For Race Coverage Female Audience Strong For World Cup ESPN Denies Wanting To Dial Down Olbermann IndyCar Gets Best Cable Audience In Years Xfinity Series Audience Lower On Fox Sports U.S.-Germany Sets Fox Soccer Record Media Notes Discovery Looking To Sublicense Olympic Rights Sources: FS1 Cutting Back News Operation
SBD/February 6, 2012/Media
NBC Sports' Mark Lazarus Discusses Olympics, NFL Rights
Published February 6, 2012
Q: Everyone assumes sports is a loss leader. But Ebersol always maintained that the NFL was profitable for NBC. Does "Sunday Night Football" make money?
Lazarus: In some cases, historically that's been accurate (that football loses money). We don't believe that this deal, with all the enhancements we got (a Thanksgiving game, another divisional playoff game and three Super Bowls) and the longevity of it, that that will be the case.
Q: Is the cost of these deals going to get passed on to cable and satellite customers?
Lazarus: I can't predict if a packaged-goods company is going to raise their prices because we charge more because our ratings are higher. But our (sports) ratings are as high as they've ever been, and we should be compensated for the value that we bring to marketers. And we are.
Q: The Olympics will be live on NBC Sports Network every day from 6 a.m. to 8 p.m. Are you looking for higher fees from cable operators for the channel?
Lazarus: Sure, we'd love to get more money for it. But our first job with NBC Sports Network is to continue to round out the distribution. We're in 76 or 77 million homes today with the goal of getting into 90 million homes. We have some operators that we're working on to be fully distributed as opposed to just well-distributed.
Q: Is there still a concern at the company that airing the Olympics live will undercut primetime tune-in?
Lazarus: Yes, and some things we'll put live on cable networks, and some things we'll just stream online. … And we'll still protect some of the big sports; we'll do what we can to not cannibalize the audience (HOLLYWOOD REPORTER, 2/10 issue).