olympic broadcast_updated

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