NBC CEO, Jeff Zucker, said: “It's not surprising that some would try to use that stage to further their own causes, and we understand that, but at the end of the day this is about the event and both the advertisers and our viewers understand that".
Despite strong sales, however, at least one activist group is planning to target major sponsors of the 2008 Beijing Olympics over the next few weeks. Dream for Darfur is expected to release its evaluation of major Games sponsors' efforts to help end genocide in the Sudanese region. Companies that fail the report can expect to be targeted the group said.
