Advertising execs are "suggesting NBC will work with them to make the glitzy ads work" in both the Feb. 4 broadcast of Super Bowl LII and the company's telecast of the PyeongChang Games, which are "slated to follow just four days later," according to Brian Steinberg of VARIETY. A single media company has "not shown both events since CBS was able to do so" in '92. NBC said that it will "work with advertisers so they can make tweaks to a Super Bowl commercial that would render the ad more relevant to audiences during an Olympic advertising dash." Steinberg noted Fox sought more than $5M for a 30-second commercial in this year's broadcast of Super Bowl LI. NBCU Exec VP/Sales & Marketing Dan Lovinger said, "We will be seeking the maximum value that the Super Bowl deserves." Lovinger "declined to name the price NBC might be seeking for commercials in the game." He added, "Ultimately, the marketplace transacts. I can’t tell you what that number is." Lovinger said that NBCU is "seeking additional commitments to its live stream of the Super Bowl." Meanwhile, Olympics ads are "typically sold in packages," and advertisers who are IOC TOP sponsors or USOC sponsors "usually get first dibs." One ad buyer "suggested NBCU might be testing the Super Bowl-Olympics offer because the media company recognizes it will generate a lot of ratings in a quick amount of time -- and might be challenged to sell all that viewership" (VARIETY.com, 5/9).
