NBCUniversal Chief Executive Steve Burke wrote in a memo to employees that the company’s Winter Olympics coverage is a “tremendous success,” reports Bloomberg.
“In 2011 we made a major commitment of over $4 billion for the Olympic Games through 2020,” Burke wrote in the memo. “The ratings and advertising sales for Sochi are making this look like a wise decision.”
Prime-time audiences for the Sochi Olympics are smaller than they were four years ago, when the event was held in Vancouver, but the Games have more than doubled NBC’s evening ratings, the story notes.
The piece reports: “Through 11 days, NBC is averaging 23 million viewers in prime time, Burke wrote. That’s more than the 2006 Winter Olympics in Turin, Italy, which, like Sochi, happened early in the day for U.S. audiences. NBC Sports Network is generating record ratings and 27 percent more people are watching online.”
For Burke, the Sochi Olympics are proving that the investment can be profitable, while previously it was seen as a loss-leader, the article adds.