NBCOlympics.com Estimated To Generate Just $5.75M From Ads
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NBCOlympics.com Generates Only $5.75M
In Video-Ad Revenue From Beijing Games |
Research firm eMarketer Inc. estimated that NBCOlympics.com "will generate just $5.75[M] in video-ad revenue from the Games," according to Emily Steel of the WALL STREET JOURNAL. Analysts said that NBC "had an opportunity to make a lot more money had it offered more online content during the Games." CBS Sports, which streamed live the NCAA men's basketball tournament this year, said that they "made $23[M] in ad revenue" off the endeavor. NBC "chose not to make available live video for some of the Games' highest-profile events," and the net "failed to distribute its video widely on other sites, which would have boosted its audience." NBC's owner, GE, "wouldn't comment on the eMarketer ad-revenue estimates" (WALL STREET JOURNAL, 8/23).
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Yahoo's Olympics Section
Competitive With NBC's Site |
GOLD MEDAL STANDARD: In N.Y., Brian Stelter wrote, "The extent to which the Internet served as a supplement to television was unprecedented, and there were two clear winners" -- NBCOlympics.com and Yahoo's Olympics section. NBC's site "served up more than 1.2 billion pages and 72 million video streams through Saturday, more than doubling the combined traffic to its site" during the '04 Athens and '06 Turin Games. The "popularity of the site will very likely make digital rights more significant in next year's bidding for the 2014 and 2016 Games." Meanwhile, Nielsen reports show that Yahoo "gave NBC a run for its online advertising money, or at least audience, attracting just as many visitors." Nielsen also reports that Olympics sites operated by AOL, ESPN, SI, BOCOG, the N.Y. Times and USA Today "also had high levels of traffic" (N.Y. TIMES, 8/25). In L.A. Steve Springer wrote the Olympics "have produced increased Web use for print outlets as well." The Web traffic at LATimes.com "doubled during the Games." There is "no question outlets like Yahoo are a rising media force, especially in the Pacific time zone where frustration over watching events labeled 'live' but actually tape-delayed by three hours sends fans in search of results." What the additional Web traffic means for the future in terms of access and rights fees "remains to be seen." However, "this much is certain: The Olympic media landscape will never be the same" (L.A. TIMES, 8/23).
THE STORY OF THE FUTURE: The GLOBE & MAIL's William Houston reported the "important and lasting story of the Beijing Olympics is ... the extraordinary technological advances made in Olympic media coverage." Beijing "has been a coming-out party for the Internet, with NBC Universal's Olympic website and, on a smaller scale, the CBC Sports website setting huge records with their online content" (GLOBE & MAIL, 8/23). In Calgary, Bruce Dowbiggin reports the "most meaningful result of Beijing will not be medals or disappointments, but the revolution in communications it spawned in sources other than traditional TV." Multitasking video is the "new Olympic event for couch potatoes," and by the 2012 London Games, fans "may all be surfing and self-selecting events on iPhones and laptops" (CALGARY HERALD, 8/25). In Toronto, Chris Zelkovich notes "many are saying that the 2008 Games represent a television and Internet revolution, forever changing the way we view major events." Zelkovich: "That might be going a bit far, but there's no doubt that 2008 changed everything." The CBC's Web site was "strained by more than 300,000 people a day watching live streams." CBC Sports Exec Dir Scott Moore: "I think we blazed a trail for online and multi-platform coverage" (TORONTO STAR, 8/25).
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