KNSD-TV NBC 7 San Diego morning anchor Steven Luke is in Italy to cover the XXV Winter Olympics.
From Friday, Feb. 6 to Sunday, Feb. 22, from the opening to closing ceremonies, Luke is scheduled to report live on NBC 7’s morning news program, airing from 5 a.m. to 7 a.m., along with the early evening and 11 p.m. newscasts. He also is planning to post daily updates on Facebook and Instagram. He is part of a team of NBCUniversal journalists from NBC owned-and-operated stations.
The two main host cities are Milan and Cortina, although several different cities are hosting Olympic events with venues spread throughout Northern Italy for what’s officially called the 2026 Milan Cortina Winter Olympics.
“These will be the most spread-out Winter Olympics in the history of the games with the travel times between Milan and Cortina estimated at more than five hours each way,” Luke told Times of San Diego. “I will report on all aspects of the games, but primarily based in Milan, where the skating events will take place.”
Prior to traveling to Italy, Luke produced and reported several features on the games, including a 30-minute special with Team USA bobsled pilot Kaillie Humphries, who lives and trains in the South Bay during the spring and summer months.
“San Diego has a few athletes with local ties,” said Luke. “I’ll be reporting on them, but also on the other big Olympic storylines. I’ll also be looking for stories about Milan and highlighting what it’s like to be in the host city during the games.”
This will be Luke’s ninth Olympic appearance for NBC 7. He has been reporting on local Olympics connections and storylines since 2003, including trips to the Summer Olympics in London (2012), Rio de Janeiro (2016), Tokyo (2021, delayed one year due to the COVID-19 pandemic) and Paris (2024), as well as Winter Olympics in Torino, Italy (2006), Sochi, Russia (2014), Pyeongchang, South Korea (2018) and Beijing (2022). He’s been on air with the station since August 2002.
Luke said the Olympics in Russia and China were different because he knew government officials were watching his every move, while in Japan, the coronavirus pandemic forced officials to ban spectators in the stands for the first time in Summer Olympics history.
“I’m looking forward to our first ‘normal’ non-covid-restricted Winter Olympics since 2018,” he said.
Luke has worked in TV news for the past 25 years.
“Covering the Olympics has no question been a consistent high point in my TV news career,” Luke said. “Having been with NBC most of my career and getting the chance to do this over and over again is not something I take for granted. It does feel like a marathon at times because of the long hours and logistics, but it’s very satisfying.”
TV sports anchor Derek Togerson predicts Super Bowl winner
KNSD-TV NBC 7 San Diego sports anchor Derek Togerson planned for a career as an actor.
Derek Togerson. Photo courtesy Rick Griffin/MarketInkThe native of Northern California’s Roseville in Placer County enrolled at California State University Fullerton as a theater major.
“Musicals were popular at that time, but I can’t carry a tune in a U-Haul,” Togerson told Times of San Diego. “I didn’t want to work as a waiter forever, so I switched to broadcast journalism.”
After graduating from Fullerton in 1997, he began his broadcasting career as a news producer at KESQ-TV in Palm Springs. He then worked at KAPP-TV in Yakima, WA., followed by NBC affiliates WCAU-TV in Philadelphia and KPNX-TV in Phoenix before arriving at KNSD in 2005.
As an NBC affiliate, Togerson’s station is airing Super Bowl LX, the National Football League championship game between the Seattle Seahawks and New England Patriots, on Sunday, Feb. 8.
“The game broadcast will be an extravaganza like it always is,” Togerson said. “At the beginning of the season, nobody predicted this matchup. Both teams have defensive-minded head coaches who have hired very smart offensive coordinators. New England has a great defense and Seattle is good at everything.”
Togerson said to watch for Seattle’s Rashid Shaheed, who has a chance to have a big game as a receiver and return specialist, handling both kickoff and punt returns. “Rashid would be my dark horse MVP pick,” Togerson said.
Shaheed grew up in San Diego and graduated from Mt. Carmel High School in Rancho Peñasquitos, where he played varsity football for three years (2013-2016) and earned multiple “Player of the Game” honors.
On Nov. 4, the final day of the NFL trade deadline, Shaheed was traded by the New Orleans Saints to the Seahawks.
In Seattle’s victory in the National Football Conference (NFC) championship game against the Los Angeles Rams, Shaheed caught a 51-yard deep reception that led to an opening touchdown and 7-0 lead. His catch was considered one of the game’s early turning points and helped launch Seattle’s early momentum.
Togerson has attended six previous Super Bowl games, but is not planning to travel to Levi’s Stadium in Santa Clara, CA., to cover this year’s game. He said other than a 30-minute locally produced newscast, the majority of programming on NBC 7 on Sunday, Feb. 8, will be either the Super Bowl or Winter Olympics from Italy.
Togerson notes the final scores of 23 of the previous 59 Super Bowls have been one-score games.
“I’m not expecting Sunday’s game to be that competitive,” said Togerson. “I don’t see how the Patriots can hang-in-there with the Hawks.”
Togerson’s final score prediction: Seattle wins, 24-10.
30-second Super Bowl TV commercial now costs $10 million
For the Super Bowl 59 broadcast in 2025, Fox Network’s price for a 30-second TV commercial was about $8 million.
However, for Super Bowl 60 on Sunday, Feb. 8, airing on NBC Network and Peacock, some advertisers will pay a record-high $10 million or more for a 30-second spot.
“This marks the first time broadcasters have hit that number in the Big Game,” reported AdWeek, an advertising industry news outlet.
NBCUniversal reportedly began selling its 80 or so available ad slots in early 2025. The company announced a Super Bowl sellout in September, a month earlier than Fox’s announcement for Super Bowl 59.
William Shatner in a Raisin Bran commercial. Photo courtesy Rick Griffin/MarketInkThe $10 million figure was attributed to marketplace demand, according to Mark Marshall, chairman, global advertising and partnerships, NBCUniversal.
“There just was so much demand, and there were just not enough spots for everyone who wanted to be in,” Marshall told AdWeek. “So the marketplace just drove the pricing up to $10 million-plus over the course of the summer and into the fall.”
Super Bowl pre-game, 30-second ad slots sold for about $4.5 million, and post-game units around $4 million, AdWeek said.
During February, NBCUniversal will broadcast the Super Bowl, Winter Olympics and National Basketball Association All-Star game, all of which have sold out ad inventory, AdWeek said.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly in Times of San Diego.
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