. >> tom: porter bibb with us, media tech capital partners.

. >> porter bibb is with us. porter, is it something that comcast is doing with the coverage or the games themselves. it's mostly the games themselves, and the fact there's not a lot going on in the dog days of the summer of 2012. >> basically it's the fact that this olympics has drawn a tremendous amount of attention from the publicoose reflected in the numbers. they've never had such great ratings since 1960 when cbs first broadcast the rome olympics. >> tom: talk to us about the opportunity then. this opportunity comes at a significant cost, more than a billion dollars invested. comp cast sold a billion dollars in advertising. can they go back and ask for more advertising nowhat ratings >> they get a premium when they exceed the ratings, yes. but the biggest advertiser, interestingly enough on this olympic tenure is nbc. they're hoping to shore up their ratings throughout the year. >> nbc has been wallowing behind the major networks for years. >> tom: i want to talk about the investors. mcast is estimated a $20