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While NBC’s Olympic coverage drew record viewers and more than $1 billion in television advertising revenue, NBCU pulled just $5.75 million from online video ads, eMarketer estimates.
That sum is a passable performance for a bit more than two weeks, but it represents only 1.1 percent of this year’s online video ad spending projection of $505 million in the U.S.
NBCOlympics.com served more than 1.2 billion pages, and 72 million video streams through Saturday - more than double the combined traffic to its site during the 2004 and 2006 Games, writes The New York Times, which adds that the popularity of NBCU’s web content will likely make digital rights a more important element in the bidding for the 2014 and 2016 Games.
eMarketer arrived at its video estimate by taking an estimated 4.5 million streams daily (pulled from data NBC issued on Aug. 20 showing that more than 56 million streams had been served during the first 12 days) and multiplying that by 1.5 ads per stream at a CPM of $50, writes MediaPost.
NBC was successful in making its coverage of the Summer Olympics in Beijing the most-watched Olympics Games in history, with 211 million cumulative viewers over 16 days (through Saturday; Sunday’s totals have yet to be added in).
The 1996 Games in Atlanta drew 209 million viewers, over 17 days, Media Life points out.
NBC’s smartest move was working with the International Olympic Committee to ensure that the most highly anticipated events like swimming and gymnastics finals competitions took place during what was, in the U.S., prime time.
NBCU’s cable coverage was also up. Cumulative viewers soared by 25 percent over the first 16 days of the Athens Games, which averaged 69 million (the old record for cable cume viewers).
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