NBC Loses Out on Huge Online Ad Opportunity for Olympics
ADOTAS – NBC is tooting its Olympics horn and plans to pour even more resources into the role of online video (and online video advertising) come 2014 – and while their Olympics traffic was impressive, it didn’t beat out Yahoo.
NBCOlympics.com served more than 1.2 billion pages and 72 million video streams through Saturday, The New York Times reports. That more than doubles the combined traffic on its site during the 2004 and 2006 games.
But Yahoo, which didn’t have any of the exclusive access that NBC enjoyed, attracted even more visitors, according to Nielsen. Yahoo drew 4.7 million unique visitors a day on average, while NBC just drew 4.3 million. (AOL’s Olympic section got the bronze in the audience race with 1.3 million uniques a day).
NBC also garnered about $5.75 million in video ad revenue – a fraction of the $1 billion it raised in total for the games, the Times reports. Observers blame the low number on the fact that NBC underestimated consumers’ interest in watching Olympics content online – and in so doing, gave most of its exclusives to TV advertisers and failed to make high-profile events available live online.
Yahoo played it smart, linking to sites that showed races before NBC aired them on television.
Reader Comments.
This is why there should be no sympathy for the networks. Not for their boohoo sob stories of lower revenues over declining viewership. They, like the RIAA, underestimate the power of the Internet and Internet usage. Unfortunately for Yahoo, even these stats that point to them as a winner is not enough to save them from their own financial decline. In my opinion, if you refuse to adapt, you deserve to be plowed under. I applaud NBC for doing more Internet stuff than ABC or CBS – but not nearly enough.
Jivox is a new competitor in the Online Video Advertising space and they have a pretty impressive offering. Check out their free demo for details.
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