Forget the Powerball; just own the rights to broadcast the Olympics to get your billion dollars.
At least, that's what NBC Universal and Comcast are talking about right now.
During a conference call about the advertising behind the Olympics, NBCU said that they are exceeding the pace of ad sales that they had in London for the 2012 Summer Olympics; then, it had just reached $1 billion.
With the response NBCU said it was getting on both the TV and digital end right now, it is going to eclipse that huge amount of advertising spending.
It makes sense. During the 17 days, the NBCU folks believe that each primetime viewing will resemble that of an NFL Wild Card Game. So picture an audience who'll watch the NFL Wild Card game and multiply that 17 times.
That's a lot of consumers.
Why such a demand? The article brings up a great point: The 2016 Olympics in Rio will only be ahead of the U.S.'s East Coast by a measly one hour. That means a lot of the main events could be shown live. And live means more viewership, which translates into more money.
NBCU, it seems, still has a considerable amount of inventory, so it will be interesting to see how much it actually brings in. Sometimes the media can be so excited to see how much money it’s bringing in that they get a little ahead of themselves. But so far, when it comes to big events, most companies have been hitting their numbers.
We're sure NBCU is thinking the same thing.
On the even brighter side, hearing about this uptick in spending has to be a good indicator for how advertising is doing. We can't complain about that.
So regardless of how the events go during the actual Games, it looks like it’s NBCU who's bringing home the gold.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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