NBC's Olympic win is sign of broadcast's importance to brand

NBC outdueled Fox and ESPN for the rights to four Olympic Games, bidding $4.38 billion for events from 2014 to 2020. Fox reportedly offered $3.4 billion for four games and $1.5 billion for two, and ESPN's bid was $1.4 billion for two. NBC's win is a sign of commitment to broadcast programming to "help define the brand," said NBC affiliates board chairman Brian Lawlor. "NBC has made a commitment to us to show marquee events live, when possible, and over the air, and lead with the highest profile events on NBC broadcast," he said.

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