Aussie Broadcasters Will See Rio 2016 Games On New Network As Nine Pulls Out Of Race

After the Nine Network pulled out of the race for the Australian broadcasting rights, viewers "will almost certainly" be watching the 2016 Rio de Janeiro Olympics on a new free-to-air broadcaster, according to Darren Davidson of THE AUSTRALIAN. Nine's "strategic withdrawal leaves Seven West Media in pole position" to become the free-to-air broadcaster for Rio 2016. It is believed Nine dropped its pursuit of the rights after "incurring an estimated" A$25M ($26M) loss as the broadcaster of the London 2012 Olympics. The Olympics has a "vacuum effect" on the advertizing market, with brands "laying low during an onslaught of advertising campaigns from official sponsors." The IOC may have to "take a haircut on the price it obtains for the Australian rights due to the lack of competitive tension." A decision is expected by the end of February (THE AUSTRALIAN, 1/28).