Advertisers might be paying due to historical inertia and the need to compete with other advertisers during these times. And NBC rakes in the money just like Go

Advertisers might be paying due to historical inertia and the need to compete with other advertisers during these times. And NBC rakes in the money just like Google does from local pest control companies who pay $10+ per click. They don't want to pay that much, they may not really profit from paying that much, but they can't let their competitors take the customer for free.