It was not until the retirement of IOC president Avery Brundage, in 1972, that the IOC began to explore the potential of the television medium and the lucrative advertising markets available to them.
Namun, setelah presiden Avery Brundage pensiun pada tahun 1972, IOC mulai mengeksplorasi potensi media televisi dan pasar iklan yang akan menguntungkan mereka.