NBC expects ad revenues of $10bn in 2018 thanks to Super Bowl and Olympics
NBCUniversal, the US media conglomerate that owns the NBC television network that holds Olympic Games rights until 2032, expects to rake in advertising revenues of $10 billion next year, thanks in part to broadcasting NFL American football’s Super Bowl, followed five days later by the winter Olympic Games in PyeongChang, Korea.
The network intends to use its coverage of the former, which takes place in Minneapolis on 4 February, to promote the latter, with Jim Bell, executive president of NBC Olympics joking at a presentation of its plans for PyeongChang: “The Olympics might come up at the Super Bowl. Just want to let you know that.”
NBC plans to use a range of tools to broadcast, stream and share the PyeongChang games, including working with social media partners Buzzfeed and Snapchat and sharing clips on Facebook and YouTube.
At last year’s Olympic Games in Rio de Janeiro, Facebook scored more than 600 million views of the games, while over 131 million people interacted 916 million times on Instagram, NBC coverage was consumed by 33 million people on Snapchat in USA and over 1 billion minutes of Olympic content was watched on YouTube, 70 per cent of it via a mobile device.
Gary Zenkel, president of NBC Olympics, claimed: “The numbers are blowing their minds. Snap will take it to a new level in Pyeongchang.”
Bell added: “It comes back to the viewer. What’s going to help tell the story? There will be plenty of VR [virtual reality] and AR [augmented reality].”
Dan Lovinger, head of advertising sales at NBC Sports (and formerly of MTV), claimed: “The 17 days of the Olympics will reach more millennials than an entire year of MTV programming… The single biggest reason advertisers gravitate to the Olympics is that it’s a collective experience. It is far and away different than any sport or any other high-end content.”
In June, Zenkel insisted that NBC would go ahead with plans to send a team of 2,000 to cover the games in PyeongChang, despite rising tensions with neighbouring North Korea.
Bell maintained that stance at the presentation, saying: “The increased rhetoric may be new here, but it is not new there. It’s business as usual in South Korea.”