| Salt Lake City |
 |
 |
| GER |
12 |
16 |
7 |
35 |
 |
| USA |
10 |
13 |
11 |
34 |
|
| NOR |
11 |
7 |
6 |
24 |
|
| CAN |
6 |
3 |
8 |
17 |
|
| RUS |
6 |
6 |
4 |
16 |
|
| AUT |
2 |
4 |
10 |
16 |
|
| ITA |
4 |
4 |
4 |
12 |
|
| FRA |
4 |
5 |
2 |
11 |
|
| SUI |
3 |
2 |
6 |
11 |
|
| NED |
3 |
5 |
0 |
8 |
|
|
|
|
To buy Games publicity would cost $22.9 million
Magazine and newspaper reports market state free
By James Thalman
Deseret News staff writer
The state could have bought the kind of coverage it received free during the 2002 Winter Games. But it would have been expensive.
The monetary worth of the non-sports print reports on Utah during the Winter Games totaled $22.9 million, according to the state Division of Travel Development, which reported to lawmakers Wednesday on its efforts to market the state during and after the Olympics.
The dollar total is based on how much it would have cost the state to buy the space in newspapers and magazines devoted to stories about Utah. The estimated cost is 10 times the additional $2 million the division was appropriated by the Legislature to promote the state post-Games.
Most of that money is underwriting a television ad that aired during the closing week of the Games and again about a month later in the West's largest cities. It is narrated by sports announcer Jim McKay who reminds viewers that although the athletes are gone their playground is still here. An additional 2.2 million Delta Airlines passengers have viewed the 27-minute Bud Greenspan film, "Discover Utah!"
The measurable public response to the advertising has been strong, said division director Dean Reeder, but nowhere near the record visitation to the state's Web site during February and the height of the news media reports.
Along with the print media stories, the 1,500 journalists housed at the Utah Media Center filed more than 2,000 Utah-related stories during the Games and attended 82 news conferences. Those stories don't include the actual coverage of events and the state by NBC, CNBC and MSNBC.
NBC reported an audience of 187 million viewers and 149 percent higher viewing than regular network programming. The cable audience was 1.7 million per day, with CNBC tripling its average audience and MSNBC quadrupling its.
Other Olympics-related figures reported to lawmakers were:
1.5 million spectators saw the Utah promotional van during the torch relay.
96 state-sponsored receptions with 18,000 participants including investors and trade delegations from 21 countries and numerous local, national and international business executives.
E-MAIL: jthalman@desnews.com
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April 25, 2002
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