Gannett Tips Its Cap To NBC
Gannett, with its slew of NBC stations benefiting from Olympic ad sales, took out a full-page ad in its own USA Today newspaper Monday congratulating NBC on its strong ratings and other accolades during the London Games. “Extraordinary storytelling … Innovative viewer engagement … Record-setting broadcasts,” the ad read, saying "from your friends at Gannett."
Logos of the 11 stations, which are in markets such as Atlanta, Denver and Phoenix, were displayed on the bottom.
On Aug. 6, Gannett said its stations in Denver, Minneapolis and Atlanta were the three highest-rated NBC affiliates in the country among the top-25 markets -- citing ratings in the adult 25-to-54 demo in prime time. KUSA in Denver was the leader, Gannett said, with a 51 share average.
Stations in St. Louis, Phoenix and Cleveland were also in the top 10, Gannett said.
In July before the Games, Dave Lougee -- who oversees the Gannett station group -- said Gannett had already booked “significantly more dollars” for London at that point than it had taken in for the entire Beijing Games in 2008, according to a SeekingAlpha.com transcript. Lougee said Gannett expected to end up with up to $12 million more in sales than it garnered for Beijing, which might be 50%-plus more.
“Over a year ago, we decided to transform our Olympic sales process, and through training and investment, we are getting -- and frankly, overachieving -- the results we had hoped for,” he said. “Specifically, we've got a significant increase in local businesses who are advertising in the Games on our stations.”