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Meet the biggest corporate losers of the Rio Olympics

The Olympics have begun, and by the end of it all, after 16 days in Rio, some athletes will come away as gold-medal winners, and others will go home disappointed. The same will be true for a handful of American companies.

The bulk of ad dollars are going to Comcast-owned NBC Universal (CMCSA) because it is the exclusive host of the Olympics, so NBC is where the viewership will be. The losers, on the other hand, are likely to be big-time cable channels that aren’t carrying the Olympics, including ABC (DIS), CBS (CBS), and FOX (FOX).

The Olympics “will drive share of ad spend to NBCU in Q3, which we think will result in network advertising revenue declines for CBS, FOX, and ABC,” says Deutsche Bank analyst Bryan Kraft in a note.

And this leaves slim pickings for ABC, CBS and Fox, until...


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