The Olympics Have Been Very Good for Yahoo and CenterNetworks!

Update: The WSJ says (via eMarketer) that NBC will only earn $5.75 million from online advertising during the Olympics and that CBS earned 4x more for the NCAA basketball tourney. The NCAA tourney went for 3 weeks while the Olympics went for two but even then, the Olympics didn’t earn what analysts expected it to. Also note that NBC apparently is charging $50/cpm for the ads.

Update 2: SAI has a look into lessons learned from NBC and their online advertising around the Olympics.

Compete is out with their latest analysis report — this time it’s regarding the online Olympics coverage across the Web. NBC spent $900 million for exclusive rights for broadcasting the olympics so an easy assumption would be that they lead the online traffic and engagement race for the Beijing Olympics online viewing but Compete says that assumption would be incorrect.

As you can see in the chart below, Compete measured reach (unique visitors) between the top 5 Olympic coverage sites. Yahoo leads with 1.5 million unique visitors while NBC comes in with 1.2 million. NBC leads in engagement (time on site) by 5% over Yahoo. It will be interesting to see how long the traffic and engagement remains high at NBC and the others once the games have concluded.

From a CenterNetworks perspective, the Olympics have provided a good stream of traffic since the opening ceremonies. The traffic has slowed over the past few days but during the first three days we were doing quite well. In fact, in my traffic and ranking analysis, Techcrunch would win the Gold and we would take the Silver. I will note that we have asked the IOC to take a look to make sure that no "faking" (heightening, lip synching, etc.) went on with that valley blog.

The one question I have after reviewing the Compete analysis is whether it includes views and engagement through the Microsoft Silverlight player which is required to watch the Olympics coverage on NBC.