olympic broadcast updated
TRANSCRIPT
Olympic & Broadcast
IOC Revenue 2009-2012Licensing
2%Ticketing 15%
Domestic sponsor 23%
Global Sponsor 12%
Broadcast 48%
Total 8,046M USD
Source: IOC Marketing Fact File
Broadcast Revenue History
$0
$750
$1,500
$2,250
$3,000
0
55
110
165
220
1964 To
kyo
1988 M
oscow
1984 Lo
s Ange
les
2000 S
ydney
2002 Sa
ltlake
2004 At
hens
2006 T
orino
2008 B
eijing
2010 V
ancouv
er
2012 L
ondon
Country Revenue
Source: IOC Marketing Fact File, etc
USD MillionNumber of Country
broadcasted
2000 Sydney
2002 Salt Lake
2004 Athens
2006 Torino
2008 Beijing
2010 Vancouver
2012 London
$0 $750 $1,500 $2,250 $3,000
Major Revenue Contributors
USD Million
$1,180
$820
$894
$613
$793
$545
$705
$560 $265
$200 $60
$443 $198
$135$45
$304 $155
$120 $37
$350 $135
Source: IOC Marketing Fact File, etc
US (NBC) EU (EBU) JPN (Consortium)
The Single Biggest contributor25% of entire Olympic Revenue
The most viewed US TV event219 Million views & 160 Million video stream in 17 days
$0
$400
$800
$1,200
$1,600
2008 Beijing 2010 Vancouver 2012 London 2014 Sochi 2016 Rio 2018 Pyeongchang 2020 Tokyo
$1,418
$963
$1,226
$775
$1,180
$820$894
NBC Committed to 2020USD Million
Source: Kantar Media, Ad Week, etc
Does the Right pay off?
Beijing 2008
Vancouver 2010
London 2012
Sochi 2014
$0 $300 $600 $900 $1,200
Right Fee Advertisement Revenue
Source: Kantar Media, Ad Week, etc
Lost
Break even
* Production cost excluded
Lost
Break even
USD Million
What motivates NBC?
Fanatic US Sports Landscape
US Sports TV Rating NFL Super Bowl
NFC/AFC Champ
NFL Wildcards
London 2012
College Footbal Bowls
NBA Final
Vancouver 2010
MLB World Series
2014 FIFA
NHL Stanley Cup
0 13 25 38 50
579
1416171820
3047
2010-12
%Source: IEG, etc
Hyper Competition
$0 $4 $8 $12 $16
College Football Playoffs
2014-21 $15B
2014-25 $7.3B
2014-21 $5.6B
2008-16 $3.9B
2012-24 $2.3B
2012-24 $1.5B
2004-17 $1.0B
$0 $4 $8 $12 $16
2014-21 $6.6B
2014-22 $6.4B
2013-21 $6.4B
2015-22 $2.4B
2011-20 $2.0B
w/ CBS
$0 $4 $8 $12 $16
2014-22 $10B
2014-21 $4.2B
2015-22 $2.4B
2012-24 $1.5B
Source: The Biglead.com, etcUSD Billion
Pitch around the rings
$4.38 Billion for 4 Games
$3.4 Billion for 4 Games
$1.4 Billion for 2 Games
in 2011, IOC pitched for 2014, 2016, and furtherSource: ESPN News
Olympic Games marks high score, but not as impactful as football..
but…
Audiences differs from NFLMore women, More older
ExclusivityExclusive stream on cable, pc, mobile for 17 days
What Olympic Games carry?Humanity & dignity
Effective for driving brand message & likability
What sponsors deliver?
Global & National PrideTelevised in 220 countries, the biggest sports in the world
Olympic Games brings unique prestige that differentiates itself from other sports, making broadcasters compete against
IOC Marketing Fact File
http://www.olympic.org/documents/ioc_marketing/olympic-marketing-fact-file-2012.pdf
kantar Media http://content.kantarmedia.fr/KantarMedia2014WinterOlympics.pdf !Ad Week http://www.adweek.com/news/television/nbcu-olympic-ad-revenue-snowballing-155141 !HBS NBC and London 2012 Olympic Games http://www.hbs.edu/faculty/Publication%20Files/14-028_99a0100c-7dcc-4fc4-bf29-6c0bd2f5561d.pdf !NBC London 2012 http://nbcsportsgrouppressbox.com/2012/08/14/ondon-olympics-on-nbc-is-most-watched-television-event-in-u-s-history/ !The biglead.com http://thebiglead.com/2013/08/27/espn-isnt-worrying-about-losing-the-nba-to-fox-sports-but-turner-should-be/ !IEG http://www.sponsorship.com/IEGSR/2011/12/05/IMG-Gives-Sponsorship-The-Old-College-Try.aspx#.UwqcUvR5NQ0 !Nielsen http://www.nielsen.com/us/en/newswire/2010/how-different-genders-ages-races-and-regions-watch-the-olympics.html
Reference