NBC Likely To Earn More Than $1B In Ad Revenue For Beijing Games
NBC Universal for the Beijing Olympics is likely to "rake in north of $1[B] in ad revenue -- taking into account not only NBC and its cable siblings but also the online ad inventory that the company is aggressively selling," according to Paul Gough of the HOLLYWOOD REPORTER. The figure would be a record, as "anything more than $1[B] is higher than what NBC Universal took in in ad revenue for the 2004 Athens Olympics." Of the ad revenue, about $850M will "go to NBC Uni and $150[M] to local NBC affiliates." NBC has sold "about 85% of the TV inventory," earning an "average of $750,000 per 30-second spot for its coverage, which will include not only primetime from Aug. 8-24 but also midday and late-night." The CPMs are "about 10% higher than those for" the Athens Games. Strong categories include "auto, telecom, soft drinks and movies, as well as retail advertisers wanting to tell of back-to-school sales." Gough notes the net's business "picked up in recent weeks after the network aired the Olympics trials" (HOLLYWOOD REPORTER, 7/15).
ONLINE SALES: MEDIAWEEK's Mike Shields reported NBC also has sold 85% of its online ad inventory for the Beijing Games, and the net has "signed on McDonald's, Johnson & Johnson, Hilton, Coca-Cola and Anheuser-Busch, among other brands," for online ads. Officials said that "much of these brands' spending is earmarked for video." NBC Sports & Olympics Dir of Digital Sales Zach Chapman indicated that advertisers are "planning to run 15- and 30-second pre- and mid-roll video spots, but no 'overlays' or similar on-screen ad units, in part to conform with [IOC] standards, which limit marketing during actual events." Many of NBC's ad packages "include custom editorial, such as a daily highlight reel created for Hilton dubbed 'While You Were Sleeping,' which recaps the previous nights' activity." Hilton also will create "Destination Beijing," a "trip-planning section that incorporates Hilton's online room booking tool on NBCOlympics.com" (MEDIAWEEK.com, 7/14).
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