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So with the Olympics passed, I need to answer the question I posed at the start of the Games: What does the Olympics bring to NBC—beyond the ratings—to the brand?

To be sure, NBC gained great ratings, averaging 23.3 million viewers per day, the “sort of ratings victory a network dreams of” according to the Interational Herald Tribune.

But qualitatively, as a brand, NBC gained incredible brand cred in covering the Olympics for these reasons:

1. Smart, consumer-needs based coverage: shrewdly working the time zones for more live TV coverage, creative use of graphics to make even the wet, bathing-capped, “anonymous athletes” of swimming recognized in their lanes, and even more streams of live coverage online at NBCOlympics.com
2. Exposure to subbrand Bob Costas: always keeping it real, be it a tete-a-tete with gymnastics expert Bela or his play-by-play boyish wonderment of the spectacle of the opening ceremonies
3. Cultural exchange: bringing in a Chinese culture expert to explain the goings-on and themes in the magnificent opening ceremony added tremendous value
4. Balance: not just covering the U.S., but celebrating powerhouses and star athletes in other countries
5. “Today” news cred: reminded me that “Today” is, after all, a news program even though as a familar, friendly voice in my home every morning, I sometimes forget. Having Matt at the opening ceremonies and seeing Meredith and Ann dressed in Asian inspired-dress was on brand, Beijing style.

The NBC brand emerges as professional, savvy, expert, always approachable, curious, genuine—never taking itself too seriously (Meredith, Al, Ann, and Matt scaling the Great Wall?!?).

NBC made me feel like I was there, at the Olympics, in Beijing. In being a true brand correspondent to the Olympics, NBC now has my trust that it will bring that same brand essence to anything.

With the Olympics wrapped, I tuned into NBC for the Democratic Convention last night, and I think I’ll be taking a look at their fall previews later this month, for a change. They won me.

http://www.iht.com/articles/ap/2008/08/26/arts/Nielsens.php

http://www.nbcolympics.com/