Oh, man... some rep firms are selling spots as if it were 1996, with the broadcast shares of a generation ago, and local affiliates are likely to be paying for it all 4th Quarter.
A reminder: the 1996 Summer Olympics were held in Atlanta, GA. There were no digital video recorders or HDTV or even streaming video. All events were shown live.
This is not the world we live in today. Big numbers are not always repeatable.
But... it's easy to sell big numbers when you have no responsibility for their outcome.. ask any mortgage broker from the peak of the housing boom.