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NEW YORK Long before the closing ceremonies in Beijing, NBC brass were feeling like Michael Phelps, as the network’s $894 million multiplatform Olympics gamble paid off beyond its wildest expectations.
The 2008 Games stand as the most-watched TV event in history. Through Aug. 20, 206 million viewers had watched NBC Universal’s coverage, closing in on the record set by the 1996 Summer Games in Atlanta (209 million). NBC averaged 27.8 million viewers in prime time, a 10 percent jump over 2004, and exceeded its guarantees, which media buyers pegged at 14.5,
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