NBC’s coverage of the Winter Olympics in Sochi is doing well enough in the ratings that the network has begun selling ad inventory that it had been holding back in case it needed to make up for shortfalls, according to NBC Sports Chairman Mark Lazarus.
Despite midday spoilers and tape-delayed coverage in prime-time, NBC executives are happy with the way their live streaming and on-air programming is going so far, they said in a conference call with reporters on Wednesday.
Some of the ad time that had been held back is now being sold at a premium by NBC’s ad sales teams, the executive said. Other inventory is going toward promoting network programming, including “The Tonight Show” with new host Jimmy Fallon starting Feb. 17.
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