Despite claims that it will lose $200 million on the Vancouver Games, NBC has seen its ad sales pick up just enough to increase its revenue goals for the event. NBC has sold 92% of its newly revised
sales goal, which is north of $650 million for national sales, which doesn't count local O&O sales. But NBC is paying a much larger rights fee for the Vancouver Games -- $820 million. Some partners
that had advertised with the network in the past - like General Motors and Bank of America - elected not to renew their deals.
NBC expects total sales revenue for the Vancouver Games
to fall in line with the previous two Winter Olympics in Salt Lake City and Turin, Italy, which totaled $740 million and $930 million, respectively. This year, the network will face stiff competition
from original prime-time programming: "American Idol" will air new episodes in prime time four nights opposite the Olympic competition.
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