NBC said it has sold an additional $10 million in Olympic advertising time this week.
That builds on the $1 billion in sales the network rang up before the games began last Friday.
With its early ratings soaring, Olympic programming is more than meeting the guarantees NBC made to its advertisers, according to ad buyers. Prime-time programming has been averaging about a 17 live household rating. NBC promised advertisers between a 13 and a 14 rating, buyers said.
That frees NBC to sell unsold time, since it’s unlikely to need it for make goods.
Seth Winter, senior VP for ad sales and marketing for NBC Sports and Olympics, said NBC had held back some inventory to sell after the games started. He said excitement over the first few days of the Games sparked interest among movie studios, packaged goods marketers, and retailers.
“From the buzz of the spectacular Opening Ceremony to a memorable first four days of competition, the Olympics have completely captivated the American public and further ignited our sales efforts,” Mr. Winter said. “Americans are consuming our Olympic coverage in record numbers and in every way—through broadcast, cable, online and mobile. What’s particularly encouraging to me is the strength in the young male demo, which has shown the largest increase of any age group.”
NBC said more than 100 companies have advertised during NBC’s Olympic coverage.
(Editor: Baumann)