Special Report: Media Mavens 2012

Media Mavens: Seth Winter, NBC Sports Group

Exec VP-Sales and Sales Marketing Employs Mix of Brashness, Creativity in Securing Ad Dollars From TV's Top Sports Events

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Seth Winter
Seth Winter

Résumé: Seth Winter logged time at New York TV station WOR before joining NBC Universal.

Challenge: Crafting creative packages -- and getting marketers to pony up premium prices -- to make marquee sports broadcasts a key driver of NBCU revenue.

Quick fact: He parlayed a bartending job (where he handled music duties) at a Georgetown campus bar into a business programming tunes for various area bars and restaurants.

Mr. Winter, exce VP-sales and sales marketing at NBC Sports Group, has employed a mix of brashness and creativity in going after ad dollars from some of TV's most-desired live-sports properties, including the Olympics and "Sunday Night Football." And with good reason: NBC Universal corporate parent Comcast has invested heavily in sports content and his ad sales have to support the effort. This year, he has already tried to tack a $975,000 price tag on a 30-second spot in NBC's new Thanksgiving-night NFL broadcast. And he has shown creativity in setting up Olympics deals too, carving up sponsor categories more finely so as to bring more advertisers into the expensive telecasts.

He has worked at just two places: New York TV station WOR and NBC Universal. At NBCU, Mr. Winter oversees marketplace sales and sales-marketing strategy for many NBC Sports Group assets, including NBC Olympics, NBC Sports, NBC Sports Network, Golf Channel and their respective digital assets.

Under his purview are many of sports' most prestigious events, including the Summer and Winter Olympics, "Sunday Night Football" and "Football Night in America," the NHL, Triple Crown horse racing, Notre Dame Football, PGA TOUR, U.S. Open, Ryder Cup, MLS, Tour de France, and French Open, among others.

As a result of the NBC Sports Group's 10-year media-rights partnership with the NHL that was signed in April 2011, Mr. Winter also oversees a unique, groundbreaking sales venture that streamlines national U.S. NHL media sales.