NBC: TV & Online Goes Hand In Hand
ADOTAS — NBC Universal is getting with the times. However, the company is still trying to figure out exactly what that means. The company has paid $900 million for the broadcasting rights to the Olympic Games, and is trying to draw more online ad revenue by creating NBCOlympics.com while still maintaining the traditional television audience.
Bob Jeffrey, chief executive of advertising agency JWT, said to Reuters, “I think this is really about tapping into both online and offline. I think that’s also a big part of what marketers want to do.”
Almost 25 million people have visited NBCOlympics.com, with 456 million page views and 22 million video clips watched, the firm has said that they have already experienced more page views than throughout the entire Athens games. Television ratings are currently second only to the Atlanta games.
As future games approach, there is sure to be improvements made, and further integration of traditional and online advertising. However, there is a precedent being set for major brand efforts with the amount of coverage being provided online, and the entire industry is rejoicing NBC’s success.
Domenic Venuto, VP of media and entertainment at Avenue A|Razorfish was quoted to say “It’s redefining how we look at video coverage online. But if NBC failed, it could have set the industry back years.”
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