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SBD/January 13, 2014/Marketing and Sponsorship
NBC Stops Taking Ad Sales For Sochi In Order To Preserve Units For Make-Goods
Published January 13, 2014
SUPER-SIZED CHALLENGE: USA TODAY's Bruce Horovitz notes the Sochi Games and Fox' Super Bowl XLVIII telecast "are competing for the same prize that the two big-time events jostle for every four years: advertisers." However, this is "not a winner-take-all contest," as both events "are prospering in a world of sports-hungry viewers." Just "four days of separation would appear to be working against the two mega-events," but this notion is "wrong." NBC Sports VP/Communications Chris McCloskey said, "We're exceptionally well sold and have set a Winter Games record." Kantar Media Chief Research Officer Jon Swallen said, "There's a large enough pool of advertisers and ad budgets for both events to draw from." Still, a few advertisers every four years "tend to step away from the Super Bowl -- often, just for that year -- and sign on to the Olympics." This year "is no exception," as companies including Century 21, Subway and Best Buy are doing so (USA TODAY, 1/13).