Monday, January 18, 2010

Why the Olympics Can No Longer Defy Gravity

CHICAGO ( -- When NBC shelled out $2.2 billion in 2003 for the rights to the 2010 Winter Olympics and the 2012 Summer Games, the Peacock network figured it would make millions while dominating 17 consecutive nights of TV and have a powerful promotional platform for its prime-time lineup.

What it wound up with is a loss leader that will be lucky to win 15 nights.

And if that's not troubling enough, the Games -- thought to be the event that unites the world -- is facing competition for global ad dollars from this year's World Cup.

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