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Going into the Winter Olympics, NBC Sports had hoped to avoid a repeat of the Rio Games, where linear ratings fell 21 percent from London four years earlier. As a result, the company didn’t meet its advertiser guarantees and was forced to use a chunk of its inventory for makegoods to marketers.
So NBC Sports ad sales chief Dan Lovinger and his team set their Pyeongchang expectations lower, to great success: NBC Broadcasting and Sports chairman Mark Lazarus told reporters today that the company has exceeded its guarantees during the first five days of the Winter Olympics, and is therefore taking a portion of advertising inventory it had held back for makegoods and is heading back into the market for new business during the Games.
“There’s
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