"The mobile-phone viewer is watching because he is outside the home, " said Neal Pilson, a sports-media consultant.

WSJ: NFL Games Go Wireless

"At that time, he was the biggest athlete in America, " says former CBS Sports President Neil Pilson, now an industry consultant.

FORBES: Sports

That said, Mr. Pilson said given the steep losses NBC has sustained under its current deal, the bidding should be far tighter.

WSJ: Hottest Olympic Event: Wrestling for TV Rights

Neal Pilson, the former president of CBS Sports and a former media adviser to the IOC, said the Olympics are more important to NBC and Comcast than the other bidders, given NBC's historic investment in the franchise.

WSJ: Hottest Olympic Event: Wrestling for TV Rights