Thursday November 30, 2023

Olympic Viewership Down 42% Halfway Through Games

Kirby Lee-USA TODAY Sports/Design: John Regula
Linkedin
Copy Link
Link Copied
Link Copied

Advertisers paid $1.25 million for a 30-second primetime spot in the Tokyo Olympics. It may not have been the best investment.

This year’s viewership is down 42% from the 2016 Rio Games, pushing NBC to renegotiate with advertisers to prevent future losses. Ad deals are different with every company but based on number of viewers or the “brand lift” a network can provide.

  • In 2011, NBCU’s parent company Comcast paid $4.38 billion for Olympic rights from 2014-20.
  • The deal was extended for $7.75 billion in 2014 to include the Games from 2022-32.

NBC sold a record $1.25 billion in commercial spots this year but set aside extra advertising inventory in the case there would be a drop in ratings — which now seems like the right decision.

Reports blame the low viewership on the lack of in-person spectators, top athletes dropping out, the time difference from Tokyo, and even a misunderstanding of where to find the broadcasts.

Despite the setbacks, NBCUniversal’s CEO Jeff Shell said Thursday that the company still expects a profit. 

NBC’s Peacock has 54 million sign-ups as of this week, up from 42 million in late April. So far, overall streaming minutes for the Games are up 24% from 2016.

NBC also has broadcast rights to the Beijing Olympics and Super Bowl next year.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Green Bay Packers tight end Tucker Kraft celebrates a touchdown against the Detroit Lions during the first half at Ford Field in Detroit on Thursday, Nov. 23, 2023.

Football Dominates Thanksgiving, With A Side Of Basketball

Fox earned its highest viewership for college basketball ever.
NASCAR president Steve Phelps speaks to the media prior to practice for the Cup Series Championship race at Phoenix Raceway.

NASCAR Set To Add At Least One New Broadcast Partner

Previous reports suggest that NASCAR will lean into streaming.
podcast thumbnail mobile
Front Office Sports Today

What’s Next for Mark Cuban, Mavericks After $3.5B Sale?

0:00
0:00

Featured Today

Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.
LSU Lady Tigers head coach Kim Mulkey reacts against the Iowa Hawkeyes during the NCAA Womens Basketball Final Four National Championship at American Airlines Center.
November 6, 2023

Who Is The Highest-Paid Women’s College Basketball Coach?

LSU rewarded Kim Mulkey after winning a national title after her second year leading the program.
The Pac-12’s Collapse Will Have Ripple Effects on College Basketball.
November 6, 2023

The Pac-12’s Collapse Will Have Ripple Effects on College Basketball

The existing Pac-12 host a college basketball season for the last time.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Wasserman
Multiple - USA Careers
Live Nation
Multiple - USA Careers
Saco Bay PT
Multiple - USA Careers
Olympic rings in front of mountains in the background

IOC's Winter Olympics Favorites: France 2030, Salt Lake City 2034

Preferred bidders have been selected for 2030 and 2034.
November 21, 2023

Cricket Continues To Surge In Popularity

Tournament posts record-level attendance, streaming totals.
November 27, 2023

Two U.S. World Cups in Two Years?

The United States is hoping to host the 2027 Women's World Cup.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Oct 22, 2022; Paris, FRANCE; General view the Eiffel Tower and the Seine river, as seen from Pont Alexandre III in advance of the Paris 2024 Summer Olympic Games. The bridge will serve as the site for triathlon, open water swim and road cycling.
November 20, 2023

Paris Olympics Problems Continue With Price-Gouging Claims

Average room prices expected to more than triple for upcoming Games.
Saudi player wins ball from Argentinian player in World Cup match-up
November 17, 2023

$1B Saudi Arabian-FIFA Deal Expected To Follow 2034 World Cup Bid

Saudi oil company Aramco is reportedly close to a deal with FIFA.
November 14, 2023

Wimbledon Expansion In Doubt Amid Local Objections

Local borough planners recommended rejection of project
November 9, 2023

Major Pay Increases Hitting International Women's Soccer

The Women's FA Cup is doubling its prize money.