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Even with the Olympics’ popularity, much of the record
traffic on NBCOlympics.com was not video viewers. One reason for that discrepancy? NBCOlympics.com users were forced to download
Microsoft Silverlight, the company’s competitor to Adobe Flash, and being asked
to download something to access content tends to eliminate part of the audience.
Still, the 2008 Olympics are a high-profile example of how
sports will be a major contributor to video advertising. Several attributes
make sports on the Internet an ideal platform to support ad growth as it is
nearly always professionally produced, trusted content to attract brand
“One might just award NBC’s online presentation of the
summer Olympics a bronze medal then,” says David Hallerman, eMarketer senior
analyst. “As a signifier for future online events, the games set a high bar for
the competition—establishing that major sports events, tournaments and
professional leagues ought to offer an abundance of video content online, not
To speak to David Hallerman about the online
video market, reach out to the eMarketer media contacts listed below.
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