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Networks justify huge expenditures for winter and summer Olympic rights partly for the games’ value for promoting other prime‐time programs Analysis of ratings for new and continuing entertainment series promoted on‐air before and after the 1992 Winter and Summer Olympics found little support for this justification. Short‐term comparison of ratings showed some improvement for one of NBC's series after promotion in the Summer Olympics, but long‐term analysis turned gains to losses
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Eastman et al. (1994) studied this question.
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