Abstract
Gregory D. Newton, Glenda C. Williams, Andrew C. Billings, and Susan T.
Eastman (2008). Skating on Thin Ice: Promotional Strategies of a 4th Place
Network in the 2006 Winter Olympics, Journal of Media Business Studies
5(2):71-85.
Key Words: promotion, network television, sports, Olympics
This study looks at NBC's use of promotion for subsequent primetime programming
during the network's coverage of the 2006 Winter Olympic Games. NBC devoted
substantial resources during the coverage from Torino to promoting their primetime
lineup. Despite adapting many of the promotion practices that were successful in the
2004 Olympics coverage for the Winter Games in 2006, subsequent ratings were
mediocre at best. The manuscript concludes with suggestions for promotion in the
evolving prime-time sports environment.
Gregory D. Newton, Glenda C. Williams, Andrew C. Billings, and Susan T.
Eastman (2008). Skating on Thin Ice: Promotional Strategies of a 4th Place
Network in the 2006 Winter Olympics, Journal of Media Business Studies
5(2):71-85.
Key Words: promotion, network television, sports, Olympics
This study looks at NBC's use of promotion for subsequent primetime programming
during the network's coverage of the 2006 Winter Olympic Games. NBC devoted
substantial resources during the coverage from Torino to promoting their primetime
lineup. Despite adapting many of the promotion practices that were successful in the
2004 Olympics coverage for the Winter Games in 2006, subsequent ratings were
mediocre at best. The manuscript concludes with suggestions for promotion in the
evolving prime-time sports environment.
