Summer is usually a dull time for television. That's why the Olympics are such a boon to NBC and comprise the bulk of its prime time lineup. The Opening Ceremonies, gymnastics competitions, and swimming duels between Ryan Lochte and 2008's "golden boy" Michael Phelps will surely achieve high ratings. NBC's other entities, Bravo (tennis), CNBC (boxing), NBC Sports Network (team sports) and MSNBC (profiles and event coverage), will also show events that attract millions of viewers.
Like the Super Bowl, the Olympics are prestigious, premium programming. There are lots of eyeballs and it's "feel good" programming because of patriotism and athletes who overcome adversity. While most buyers have already placed their orders for advertising during the Olympic period, there are still some last minute opportunities to consider.
ABC, CBS and FOX won't offer much competition during prime time, so you aren't going to reach your targets cost-effectively by purchasing their evening schedules. If your current schedules include these networks, it's important to post ratings results quickly and request make goods. You should also look for last minute fire sales that these rival networks might offer.
Most advertisers do not have the deep pockets of major sponsors such as Coca-Cola, McDonald's, Visa, and P&G. However, that does not mean marketers cannot reach their advertising goals. If a client wants to be part of the Olympics but has a modest budget, you can purchase Daytime on the local level and still do very well.
Smart buyers will also go to local cable, which offers non-Olympic programming that attract eyeballs, to find cost effective investments for their clients. If you need to reach younger sports fans, ESPN is still a solid bet. Meanwhile, you can reach loyal baseball viewers via FOX Game of the Week, ESPN, MLB Network, and local networks such as YES (Yankees), and NESN (Red Sox).
NBC will not break even with London Games, but it will come close. It paid $1 billion for the broadcast rights and has sold more than $900 million of advertising. The network also gets the added benefit of plugging its fall schedule during the most highly rated programs of the summer. Part of the payoff comes down the road. That means taking a close look at Fall programming opportunities on NBC that are featured during the Olympic games.
Liz Kelly is EVP/Director of Broadcast Investment at KSL Media, one of the first independent media services companies in America. KSL specializes in helping entrepreneurial companies and challenger brands to acquire and retain their best customers. With offices in New York, Los Angeles, and Las Vegas, KSL manages media investments across numerous business categories for clients that include Bacardi, Toshiba, UGG Australia, PetSmart, Guitar Center, Friendly's, Oris Watches, ConocoPhillips, Curacao Tourism Board, Sizzler, City National Bank and Mercury Insurance. Visit www.kslmedia.com.
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