Even the Olympics aren’t recession-proof

TV advertisers aren’t committing to the Vancouver Games

The Vancouver Olympics are a short 10 months away, and that has some television executives at NBC on edge. Given the state of the economy, advertisers are not committing as enthusiastically as they normally do to the Olympics. NBC has been hosting exclusive dinners to try and lure advertisers, usually featuring an Olympic athlete and the message that the Olympics are “17 straight days of Super Bowls, almost.” But the results are the same: it’s too soon to commit, say advertisers. Everybody is now preaching patience, hoping that by this fall, advertisers will feel the excitement.

Sports Business Journal

Looking for more?

Get the Best of Maclean's sent straight to your inbox. Sign up for news, commentary and analysis.