NBC Averaging 17.4 Rating Through Nine Primetime Telecasts

Nearly 40 Million Viewers Tuned In On Saturday To Watch Phelps Win 8th Gold Medal In Beijing

HIGH PRAISE: In N.Y., Carter & Sandomir write under the header, "A Surprise Winner At The Olympic Games In Beijing: NBC." The Games "have become the hottest event of the summer, with numbers that so far have been certifiably big -- far beyond the network's expectations." The combination of network, cable and online viewership will result in an "ultimate profit that network executives project will surpass $100[M]." NBCU President & CEO Jeff Zucker: "Network television erosion has affected every event except the Super Bowl. The World Series, the Oscars, everything. But we're up." CBS Corp. President & CEO Les Moonves, who last week "sent a note of congratulation" to Zucker, said, "Anybody who doubts the viability of network television after this is nuts." Anheuser-Busch VP/Global Media & Sports Marketing Tony Ponturo: "It's hard to say anything is a 10 out of 10 these days, but I can't think of anything negative about what's been going on with NBC." Carter & Sandomir note NBC in some ways "has been lucky," as there "have been no significant protests and no crackdowns by Chinese authorities, and the record-breaking quest of Michael Phelps and the gymnastics showdown between China and the [U.S.] were made-for-TV successes." But the net "made some of its own luck, negotiating with the [IOC] to have big-ticket events broadcast live in prime time” (N.Y. TIMES, 8/18). NBC Universal Sports & Olympics VP/Strategic Marketing & Communications Mike McCarley said the net has "generated a profit at every Olympics since Atlanta, and all have been between $50-75(M). We expect a profit from Beijing, but it is still too early to tell where it will end up” (THE DAILY).

BROADCAST NOT DEAD: The AP’s David Bauder notes NBC’s success is the "first real sign that broadcast television can recover from its debilitating strike of last winter and produce an event that draws the nation together" (AP, 8/16). Magna researcher Brian Hughes: "Broadcast is not dead, despite reports to the contrary." Optimum Sports Managing Dir Tom McGovern said of NBC's ratings, "This is something you hope an event of this magnitude is going to do." Optimedia Exec VP & Dir of National Electronic Media Larry Novenstern, who bought spots for Ambien CR for the Games, called the ratings a "pleasant surprise." Novenstern: "In this day and age of diminished ratings, very few events are able to get these kinds of numbers." Carat VP & Group Dir Michael Law, whose company's clients include RadioShack and Pfizer, said, "If you bought it, you're obviously very happy with it. We kind of saw this coming." Pali Research financial analyst Rich Greenfield said of NBC's online offerings, "To me it's a defining moment for sports and television online" (SPORTSBUSINESS JOURNAL, 8/18 issue). MULTICHANNEL NEWS' R. Thomas Umstead wrote, "Who says ancient, old-school broadcast television can't draw big audiences anymore?" (MULTICHANNEL.com, 8/17).

JUST WHAT THE BIDDERS WANT TO HEAR: IOC Marketing Commission Chair Gerhard Heiberg said that the Beijing Games' ratings success "may push up rights fees from broadcasters including NBC Universal." Heiberg: "We can capitalize on that in the next negotiations with NBC for the new rights. This is good for us. Yes, we may reach a higher level" (BLOOMBERG NEWS, 8/15).

Costas Interviews Phelps, Mother During Sunday's Coverage Of Olympics

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