Video: High Dive: NBC bets on the '92 Games

NBC bets on the '92 Games

For NBC, the 1988 Summer Olympics provided something less than the thrill of victory. Critics complained that the coverage was uninspired, viewers groused about commercial overload, and ratings were a major disappointment. The prime- time audience averaged 16.9% of total households (compared with 23.2% for the 1984 Los Angeles Games), falling far short of projections and virtually wiping out the network's expected profits. So it came as a surprise last week when NBC took an Olympic high dive once again, spending a record $401 million for the TV rights to the 1992 Summer Games in Barcelona.

The most disappointed loser in...

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