The Winter Olympics Exceeds NBC Sports’ Ratings Guarantees, Freeing Up More Ad Inventory to Sell

Unlike the Rio Games, massive makegoods won't be required

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.