• Loading stock data...
Sunday, July 20, 2025

NBC’s Lowest Olympic Ratings Ever

Kirby Lee-USA TODAY Sports/Design: Alex Brooks

The Tokyo Olympics was a win for the U.S., which brought home the most gold medals and overall hardware during the 17-day competition. NBC, however, was not on the podium.

The network saw its lowest ratings ever for the Summer Games since acquiring broadcasting rights in 1988, bringing in an average of 15.5 million prime-time viewers — a 42% decrease from the 26.7 million viewers during the 2016 Rio Games, and an even bigger fall from the 31.1 million who watched the 2012 London Games.

NBC Sports chairman Pete Bevacqua attributes the drop in viewership to the one-year delay and the pandemic but says NBC was prepared for the impact COVID-19 might have on the Games. The company was still able to stream nearly 6 billion minutes of programming across viewers.

NBCUniversal brought in $1.2 billion in ad revenue for the games, but the company had to mend relationships with advertisers when viewership numbers began to drop.

  • The network reportedly held discussions with advertisers to offer additional commercial time, discounts on Super Bowl ads, or ad time during the Beijing Winter Games — NBC has broadcasting rights for both.
  • Bevacqua says more than 99% of advertisers have been able to renegotiate, with one or two still in discussions.

After extending its broadcasting rights for $7.75 billion in 2014, NBC has rights for the Olympics through 2032.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Angel Reese

Cathy Engelbert, WNBA All-Stars Trade CBA Barbs: ‘Pay Us What You Owe Us’

The commissioner called the WNBPA’s characterization of labor talks ‘not accurate.’ 

ESPN Bidding Against NBC, Apple for MLB Rights Package

The league continues to negotiate with multiple media-rights bidders.
NBC Sports
exclusive

NBC Hiring Ex-Hawks Exec Grant Liffmann As NBA Front Office Insider

Liffmann spent the last three years with Atlanta after covering the Warriors.

Sinner Outduels Alcaraz for First Wimbledon Title and $4M Payday

The best two players in men’s tennis battled once again.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Jun 13, 2018; Moscow, Russia; A general view of a beer stand inside of Luschniki Stadium one day prior to the start of the FIFA World Cup 2018.

Saudi Arabia Says No Alcohol at 2034 World Cup

Saudi Arabia won’t allow alcohol anywhere during the 2034 World Cup.
August 30, 2024

Premier League Transfer Spending Has Already Topped $2 Billion As Deadline Looms

Saudi Pro League teams haven’t yet matched their English counterparts.
January 13, 2025

Gavin Newsom Reveals Status of 2028 Olympics As Los Angeles Wildfires Roar

Gavin Newsom says there’s a “Marshall Plan” to rebuild Los Angeles.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Paralympics Tiktok
August 25, 2024

The Wildly Successful Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.
August 11, 2024

Passing of the Torch: Los Angeles Set for Olympic Firsts in 2028

The city last hosted the Summer Olympics in 1984.
August 1, 2024

Saudi Arabia Submits Bold World Cup Bid That Includes a Cliffside Arena

The Saudis are proposing a new stadium in a futuristic city called Neom.
John John Florence (USA) surfs in men’s round two competition during the Tokyo 2020 Olympic Summer Games at Tsurigasaki Surfing Beach.
July 29, 2024

Olympic Surfers Won’t Get Their Full Paris Moment

‘We’re kind of separate off on our own little thing over here.’