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SBD Global/July 30, 2012/Media

Australia's Nine Network Acquires Last-Minute Sponsors For Its Olympics Coverage

The Nine Network's last-ditch efforts to stimulate interest in unsold TV advertising spots around its Olympics programing "has found some success," but it will not limit the network's losses, according to Darren Davidson of THE AUSTRALIAN. Nine Entertainment Group Sales and Marketing Dir Peter Wiltshire said, "The beauty of a short market is it gives us the ability to monetise really fast. There were plenty of people prepared to get on board at late notice." Wiltshire denied rumors that "advertisers were being offered a presence in every single advertising break during the Olympics to tempt them on board." He also denied allegations that "advertisers who booked Olympics airtime months ago had returned to renegotiate terms as complete rubbish." Nine's losses on the Olympics have been tipped to come in at $40M. Network sources "have acknowledged losses" around $25M. The rights to air the '16 Rio de Janeiro Games are still undecided, with Seven Chair Kerry Stokes said "to have a strong desire to recapture the broadcast rights from Nine" (THE AUSTRALIAN, 7/30).
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