According to an eMarketer estimate, NBC's Olympics videos online would have generated only $5.75 million if paid for on a CPM basis. That number is likely low; the network may have signed flat-rate contracts for brand exposure tied into larger sponsorship deals, rather than bother with cost-per-impression deals. Still, low views on the Olympics will make it harder for NBC to charge more for video ads down the road. And why pay for online ads when sponsors get buzz for free through social networks? [TV Week] (Original photo by AP/Greg Baker)