With video ads starting to catch on, analysts say NBC could have made much more money on online Olympics advertising if it had offered more online content. NBCOlympics.com will generate only
$5.75 million in video-ad revenue from the Games, per eMarketer.
CBS Sports, by contrast, streamed all of the NCAA's March Madness basketball-tournament games live earlier this year
and made $23 million in ad revenue.
NBC limited its Web ad potential in two ways: by withholding live online video for some of the Games' highest-profile events and by failing to distribute its videos widely on other sites, which would have boosted its audience, say analysts.