NBC releases more Olympic ad inventory after solid ratings start

NBC’s Olympic ratings have been so far ahead of expectations that the network has released ad sales inventory that it was keeping in reserve in case it needed to give make-goods. Networks offer make-goods to advertisers when they fail to hit minimum ratings guarantees. NBC executives would not say what their minimum ratings guarantee was, but they are confident enough in the early TV ratings to put the extra inventory back into the market.

Through the Olympics’ first weekend, NBC is averaging a 19.2 rating and 35.8 million viewers. The rating is up 17 percent and viewership is up 12 percent over Beijing.

NBC has sold $1.02 billion in ad sales so far, said Seth Winter, NBC’s executive vice president of sales and marketing. That figure includes $195 million in ad sales at NBC’s local broadcast affiliates and $8 million in ad sales at Telemundo.

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