US network NBC has sold more than $50 million (€37.3 million) in advertising around its digital coverage of the 2012 Olympic Games, according to digital media news website PaidContent.
The figure is more than double the $25 million sold for the 2008 summer Games. It represents at least 5.5 per cent of the $900 million total advertising NBC Sports has sold for London 2012 across all platforms – up from three per cent of total advertising revenues for the 2008 Olympics.
Earlier this week it was reported that the NBC Sports division had opted to switch its video technology and promotional partner for Olympics internet coverage from software company Microsoft to video-sharing website YouTube. Instead of utilising Microsoft’s Silverlight technology, NBC will reportedly use a co-branded version of YouTube’s video player. YouTube will promote Olympics video content from its front page, but will direct all traffic to NBCOlympics.com.
Rick Cordella, vice-president and general manager of NBC Sports, denied reports that YouTube would also be streaming official London 2012 video content. “All London Olympic video will be live on NBCOlympics.com,” he told PaidContent.