Setting the Agenda for Olympic Coverage

Incredible! It’s a record breaker! Sure, you might hear that during NBC’s Olympic coverage in London this summer, but I’m referring to the unprecedented $4.4 billion dollar deal that NBC signed with the International Olympic Committee to cover each and every game through 2020. Covering the Olympics is incredible lucrative. It’s a prime time event, and advertisers see dollar signs instead of medals around the necks of those who compete. Sport is a spectacle, a very lucrative spectacle. So, this begs the question: do advertisers drive news Olympic news coverage of the network that has the rights to broadcast the games? According to a recent post in the Washington Post, the answer is undoubtedly yes.

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