Comcast Corp.’s NBCUniversal said advertising revenue for the Paris Olympics and Paralympics surpassed the record US$1.25 billion sold for the Tokyo 2020 Games.
Moshe Lander, senior lecturer in economics at Concordia University in Montreal, joins BNN Bloomberg to discuss the economics of the Olympics.
The opening ceremony drew over 28.6 million viewers, the largest audience since London 2012, while prime-time viewership over the first four days averaged 33.8 million, up 77 per cent from Tokyo, underscoring the benefits of a more favourable time zone for the U.S. These Olympics are the first in which programmatic digital spots have been available to potential advertisers, Marshall said. That means, for example, a mom-and-pop pizza shop or a local zoo can bid $2,000 for a geographically targeted spot during prime time — a fraction of the $1 million a national ad may command.
The initiative, driven by Comcast Chief Executive Officer Brian Roberts, means personalties like Elizabeth Banks, Leslie Mann, Chris Meloni, John Legend and Chrissy Teigen are in Paris thanks to the broadcaster.
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