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 Send to email | NBC Hedges Its Olympic Bets: Buy A TV Ad, Get A Web Banner, Too in GELLNWMSFT |  By Silicon
el 21-Jul-2008 |
olympicgymnast.jpg: Paste this image in your site, Myspace, Facebook, Ebay copy this code...
 NBC U (GE) has has sold at least 85% of its online ad inventory for the Olympic Games. How? By selling TV ads.
NBC is bundling its Web inventory along with broadcast buys. The move suggests advertisers are getting a bargain on the online ads, but it also helps NBC sell TV at a premium in a very tough ad market.
NBC U has already said it will report a combined viewership number for TV, online and mobile as one number, signalling it believes the impressions on different platforms are interchangeable.
It plans to follow through on that belief, too: It is going to try to use Web inventory to fix any shortfalls in its TV performance. NBC is airing thousands of hours of TV coverage--some of it with extreme niche-appeal. While the men's swimming final on NBC primetime will deliver predictable ratings, it's hard to know how many people will tune in for badminton and greco roman wrestling on MSNBC. NBC can make up any shortfalls by promising additional online impressions.
Is the strategy working? NBC says ad rates are up 10% since from the 2004 Games, which isn't terribly impressive given that it was four years ago. A 30-second spot in NBC's primetime coverage is running $750,000. NBC is predicting a $1 billion advertising haul for the Games, $850 million from national TV and $150 from local.
Whatever NBC U ends up attributing to online ad sales, it won't be keeping all the cash. NBC shares revenue with MSN, which is providing the infrastructure for NBC's Webcast of the Games online, as well as distribution on MSN.com. MSN also gets compensation from NBC U for traffic delivered to NBCOlympics.com.
A side statistical bonus: traffic from the games will accrue to MSN, just like traffic from the NBC U-MSN joint venture, MSNBC.com.
One thing seems certain: the Games will surely set a new viewership record for live sports on the Web and may become the most-watched Webcast, ever.
That's what MSN's GM of Entertainment and Sports Rob Bennett is expecting. He told us Microsoft (MSFT) has spent the last eight months building a system to accommodate demand, built around Microsoft's Silverlight media player and bandwidth from Limelight (LLNW).
Because it shares in revenue, MSN has incentive to push the Games. To that end, MSN is working on a redesign to accomodate editorial content from the Games. An Olympics "super-banner" will be stripped across MSN's homepage, with news from the games, a live medal count, and video from NBCOlympics.com.
See Also: MSN Flexes Its Muscle - Yes, It Has Muscle - And Makes A Web Video A HIt
NBC U Inks Broad Olympics Deal With Verizon
Hulu: Plenty Of NBC Shows, But No Olympics
NBC: Olympics Nearly Sold Out. What Does That Mean?
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 | Kotaku`s The Gamers Guide |  Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Large Gundam Wishes Japanese Runner Good Luck [Oddities] | | Nothing says support your Japanese Olympic marathon runner like a giant robot! In Ise, Mie Prefecture, a 13-foot tall Gundam statue holding a banner that well-wishes Ise's own Mizuki Noguchi, the 2004 Olympic Marathon champ. Erected at the Takayanagi shopping center in [..] Read complete article | | Published 27-May-2008 by Brian Ashcraft in CultureJapanOdditiesOlympicsOnly in Japan
Read 4 times. More hits in ![More articles Large Gundam Wishes Japanese Runner Good Luck [Oddities]](./images/arti.gif) ![Images about Large Gundam Wishes Japanese Runner Good Luck [Oddities]](./images/photo.gif) |
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| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Olympic Gold Medalist Trained With Nintendo Wii [Japan] | | Japanese Olympic swimmer Kosuke Kitajima took gold for the men's 100m breaststroke. He certainly trained very hard to reach the tip-top condition he's in. Sure, he practiced hard, ate right and all that other stuff. But what else helped him achieve Olympic gold? Mario and Sonic at the Olympic Ga [..] Read complete article | | Published 12-Aug-2008 by Brian Ashcraft in Japan Mario and Sonic At The Olympic Games Olympics Sega Wii
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| Banner Ads Going Bust? | | It's taken an economic panic, but the advertisers who pay the Internet's bills are starting to figure out users ignore banner ads, fretful agency and publisher execs told AdWeek.
'Internet ads are small and out of [..] Read complete article | | Published 24-Nov-2008 by Alley In in General
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| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| "Video Games Make Our Olympic Fingers Tired" [Tyson Gay] | | As Fahey previously pointed out in his feature, Olympic athletes like video games. Many athletes like video games, it seems. As Olympic runner Tyson Gay points out: Olympic track athletes spend a lot of free time trying to be the best in their favorite video games. So much so, our fingers sometimes [..] Read complete article | | Published 11-Aug-2008 by Brian Ashcraft in Tyson Gay Culture Olympics
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| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| The Olympic Gamers [Feature] | | The original Olympic Games of Ancient Greece, first held around 786 B.C., were created as a celebration of human physical achievement, which apparently consisted of watching naked, well-muscled men running foot races.
Luckily for the viewing pub [..] Read complete article | | Published 06-Jun-2008 by Mike Fahey in CultureDeadspinOlympicsOriginalSportsTop
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| Joystiq | Blogger | Covers video game news from an independent, unbiased perspective
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| Olympic gold medalist trained with Wii |  Filed under: Nintendo Wii, Sports
It may come as a surprise, but there are a few Olympic gold medals that Michael Phelps forgot to nab, magpie-like, for the gold medal throne we imagine he's begun constructing. One of those, the gold [..] Read complete article | | Published 13-Aug-2008 by Justin McElroy in mariomario-and-sonicmario-and-sonic-at-the-olympic-gamesolympicssega
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| Nerdblog | Blogger | Provides news about hardware, software, notebooks, laptops, PCs, Mac, PDAs
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| Joystiq | Blogger | Covers video game news from an independent, unbiased perspective
Joystiq Joystiq |
| Nerdblog | Blogger | Provides news about hardware, software, notebooks, laptops, PCs, Mac, PDAs
Nerdblog.Net |
| Cheats of Strength: 10 Next-Gen Olympic Doping Methods | | While the International Olympic Committee is busy trying to catch today’s performance enhancers, athletes are already looking for the next big boost that will give them the edge in 2012.
Most of the positive doping tests in Beijing — and the IOC president estimates there will be as many as 40 — will likely be for [...] [..] Read complete article | | Published 15-Aug-2008 by Nerdblog in General
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NBC is trying, we'll give them that much. They've covering 2,200 hours of Olympic events live online (albeit not the stuff you want to watch). They're also covering 3,600 hours of Olympic [..] 
Filed under: Culture, PC, Competitive Gaming
All political controversy aside, bearing the Olympic torch during its long route to the Games is an incredible honor, and this year two professional gamers will take part i [..] 
