NBC Sports President Dick Ebersol said that ad sales for the
Atlanta Games have exceeded expectations. In a news conference
held yesterday, Ebersol confirmed that ad revenues have reached
$675M (exceeding initial goals of $560M) and that the network is
in a "profit situation." Ebersol also said there will be fewer
commercials in prime time than for Barcelona. In '92, there were
10 minutes of commercials per hour; in Atlanta, there will be no
more than nine per hour. Ebersol cited two reasons: First,
"wide category exclusivity" -- meaning the ads were bought by 48
companies, primarily IOC and USOC sponsors. Second, "premium
pricing" was achieved with no units being discounted (THE DAILY).
In other news: Ebersol said they have raised ad prices three
times in the past year and are now selling a 30-second unit for
"a little over $500,000." Of the 78 hours of prime-time
coverage, 60-65% will be live. Ebersol predicted an average
prime time rating of "a mid-18 to a mid-19" -- up from an average
of 17 in Seoul and Barcelona. Putting production costs at about
$100M and noting that NBC affils put up $60M to be the network's
partners, Ebersol also predicted Atlanta will be the last
"broadcast-only" Olympics (Steve Zipay, NEWSDAY, 5/30).
CLICKER CONTROL: NBC also plans to increase the primetime
coverage of events that appeal to women. Ebersol cited research
which shows female viewers prefer "performance" events with
stories about the participants. Gymnastics will be on six nights
in Atlanta, compared with four in '92. And diving and gymnastics
coverage will be aired together on two Sundays (HOLLYWOOD
REPORTER, 5/30).
