29
Views
0
CrossRef citations to date
0
Altmetric
Original Articles

Skating on Thin Ice: Promotional Strategies of a 4th Place Network In the 2006 Winter Olympics

, , &
Pages 71-85 | Published online: 16 Mar 2015
 

Abstract

This study looks at NBC’s use of promotion for subsequent prime-time 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.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.