John McCain's Presidential Campaign Buys $6M Olympic Ad Package

McCain's Presidential Campaign Buys $6M Olympic Ad Package

MEASURING CUP: In Baltimore, David Zurawik reports NBC during the Olympics will "be trying to provide the first hard evidence for what many consumers already know to be true from their own lives: TV is no longer the only screen through which they experience the world." While NBC will "continue to use Nielsen media research" to measure TV viewership for the Games, the net also will "issue a daily figure called TAMI," which in addition to TV viewership includes Web traffic, mobile programming and VOD providers. Nielsen said that it "still considers itself a partner in NBC's landmark Olympic effort despite the new competition." The TAMI figure also will "provide cover for advertising agency executives who have persuaded clients to buy into the Olympics."  But Zurawik writes the new TAMI measurement "holds tremendous promise for all media -- especially those that are attracting younger customers online, such as old-line TV networks and newspapers, but having a hard time persuading advertisers to pay a premium for them" (Baltimore SUN, 8/6).

FINE CHINA? Carat Senior VP & Dir of Programming Shari Anne Brill, in a Q&A with MEDIA LIFE MAGAZINE's Diego Vasquez, said of TV ratings for the Olympics, "Maybe the Opening Ceremonies will do a bit better, but overall we anticipate the numbers will still go down. They just will." When asked what broadcast shows will "hold up decently" against the Games, Brill said, "Probably nothing. Networks don't really counter-program much against the Games." Brill said of the impact on cable shows, "I'm sure AMC's 'Mad Men' will still air uninterrupted, and that should still do well." When asked how much of a lift promos during the Olympics provide NBC's new original programming, Brill said, "It may bring about awareness, but what's interesting is they're not premiering right away after the Olympics. I don't really know how much buzz there is or will be" (MEDIALIFEMAGAZINE.com, 8/5).

Soccer One Of Several Sports NBC Announcers Will Call From N.Y.

CLOUDY RECEPTION: In Vancouver, Jeff Lee reports Chinese authorities have refused to allow the CBC to "supply its feed to Canada Olympic House," despite "repeated entreaties to include the CBC in the 'bouquet' of televised feeds available." The CBC also will not be available in the "main media centre, the CBC's hotel or in the hotels of Canadian sponsors." CBC Sports Exec Dir Scott Moore said that other broadcast rights-holders, including NBC, "also are prevented from providing feeds within China." Moore: "If you look at the media village, no other major rights-holders are able to broadcast. They finally allowed NBC to put a feed into their own hotel and the hotels of their sponsors, but it was at a huge cost." Moore said that the "impasse has to do with the fact that the company doesn't have a broadcast license in China and the cost of providing a dedicated satellite feed 'would have been astronomical'" (VANCOUVER SUN, 8/6).

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