The price -- which is derived from the actual invoiced media buys processed and paid by the major agency holding companies to NBC via Mediaocean -- is based on actual buys, not estimates. It does not include ad deals that NBC processed with agencies or direct with advertisers not utilizing Mediaocean's data-processing and bill payment systems.
The audience for NBC's coverage of the Sochi games was down 12% from the 2010 Vancouver Winter Games, but up 6% from the 2006 Torino Olympic Games.
Total ad buys processed by Mediaocean from the opening of the close of the Sochi Games were $683 million, down 4.2% from the $731 million it processed for the London Games. The highest 30-second price paid for the Sochi games was $900,000 vs. $1 million for the London Games.
NBC paid $775 million for the rights to televise the Sochi Games in the U.S., but also amortized it via its local market coverage during the so-called February “sweeps,” when Nielsen sets local market ratings -- and by proxy, advertising rates -- for unmetered local TV markets.