When NBC bid for the right to broadcast the 2012 Summer Olympics, it anticipated a loss of more than $100 million, stemming from a loss of over $233 million from the 2012 Winter Olympic Games in Vancouver. The ratings have skyrocketed, though, giving NBC the possibility of actually breaking even on the games, even with the controversial system of delaying high profile events until prime-time.
NBC planned to have 5,535 hours of Olympics coverage across 9 channels this year, bringing production costs, including staffing, to a whopping $1.3 billion. With a price tag like that, losses were anticipated, but the wild card turned out to be the interest in advertisers to online video and lower-profile sports, which are broadcast on the additional channels.
The London games have hit record ratings numbers, surpassing Beijing in just their first night. Through Tuesday, NBC averaged 35.6 million viewers on the first five nights, 10% above Beijing and 23% above Athens. NBC is now even selling air-time it had held back for make-goods.
With even more swimming and gymnastics to come, and the US Medal Count reaching 37 today, NBC doesn’t see the ratings roller coaster slowing down anytime soon.
You can read more at adweek.com.
Posted by admin
on April 18, 2012
DRTV Direct Response Television
Comments Off on The Social Olympics: Let the Games Begin
Two new social media apps have already been unveiled for the 2012 summer Olympic games. Samsung debuted its “Olympic Genome” app at SXSW earlier this year, and The International Olympic Committee launched the “Olympic Athlete’s Hub” just today. Samsung’s facebook app allows fans to cross-reference their facebook pages (interests, hometowns, etc) with Olympians facebook pages, and discover what they have in common with them. This gives Olympic viewers a new chance to connect to athletes they may otherwise have not followed, or even heard of.
As users connect with more Olympians, they earn points to be used towards how-to videos posted by the athletes, Visa gift cards for merchandise, or even a trip to the next summer games. Samsung says the app tested well, and there is already a pre-registration page up on their website.
The second app to be announced this week comes from the Olympic Committee itself. It won’t run through facebook or twitter, but user’s accounts will be linked to them. Similar to Samsung’s, fans using this app will connect with Olympians and earn points, but will also be to view real time scores, status updates, and even participate in live chats with the athletes through their preferred media.
This is really the first Olympics we are going to see go viral, and these two new apps are the tip of the iceberg. The Olympics is going to be everywhere now, and fans are going to be more connected than ever to the Olympians. At 100 days away, we can’t wait.
You can read more at adweek.com.
The Vancouver Winter Olympic Games are attracting quite the audience in 2010. Just 11 days into the events, 171 million Americans have tuned in to watch over national broadcast counting for at least half of the American population. With 93% of viewers using television as their means to catch the latest events, this is by far the most popular medium for keeping up with the latest on Olympic coverage. NBC has also been covering the games online bringing 33 million viewers to the website. This is nearly double the online activity that was seen during the 2008 Beijing Olympic Games. This multi-platform usage shows the importance of utilizing both television and the web in campaigns as a way to catch all those interested in the same programming. Read more at AdWeek.com.