Research on the impact of broadcasting business both to IOC and NBC, and also what is the uniqueness of Olympic vs. many of other major sports

1. Olympic & Broadcast

2. IOC Revenue 2009-2012
Licensing
2%Ticketing
15%
Domestic sponsor
23%
Global Sponsor
12%
Broadcast
48%
Total 8,046M USD
Source: IOC Marketing Fact File

3. Broadcast Revenue History
$0
$750
$1,500
$2,250
$3,000
0
55
110
165
220
1964
Tokyo
1988
Moscow
1984
Los Angeles
2000
Sydney
2002 Saltlake
2004
Athens
2006 Torino
2008
Beijing
2010
Vancouver
2012 London
Country Revenue
Source: IOC Marketing Fact File, etc
USD Million
Number of Country
broadcasted

4. 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)

5. The Single Biggest contributor
25% of entire Olympic Revenue

6. The most viewed US TV event
219 Million views & 160 Million video stream in 17 days

7. $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

8. 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

9. What motivates NBC?

10. Fanatic
US Sports
Landscape

11. 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
5
7
9
14
16
17
18
20
30
47
2010-12
%
Source: IEG, etc

12. 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

13. 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

14. Olympic Games marks high score,
but not as impactful as football..
but…

15. Audiences differs from NFL
More women, More older

16. Exclusivity
Exclusive stream on cable, pc, mobile for 17 days

17. What Olympic Games carry?
Humanity & dignity

18. Effective for driving brand message & likability
What sponsors deliver?

19. Global & National Pride
Televised in 220 countries, the biggest sports in the world

20. Olympic Games brings unique
prestige that differentiates itself from other
sports, making broadcasters compete against

21. 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