The coverage of the games’ first weekend felt surprisingly normal. How long can this tone last?
Photo: Getty Images In the weeks before Friday’s opening ceremony for the severely delayed 2020 Olympics, talk surrounding the global spectacle focused — rightfully, almost exclusively — on how officials and athletes would steer clear of Delta’s global rise amid a surge of COVID cases in Japan.
But since the games began this weekend with the first televised event — a men’s volleyball game between the U.S. and France broadcast for the early crowd at 6 a.m. Eastern — the stressful tone of coverage has largely melted away. Instead, the focus has returned to the competition itself, what New York’s Will Leitch recently called a “fortnight of mini-dramas” catered to a TV audience.
The reasons for the change in coverage are not shocking: With athletes ready to push through after a lifetime of training, the networks and advertisers are hoping to salvage as much revenue as possible amid an Olympics that is proving to be a bigger financial burden than usual. For the bottom line, the games are tepid at best. While NBC sold $1.
As the masks on the athletes at rest show on TV, the pandemic has not subsided in a nation with a vaccination rate under 2 percent. But for the time being, the relatively normal broadcast — part of the sports world’s larger push through the pandemic for glory and ad dollars over the past year — could hold, at least until a star athlete or unacceptable number of unpaid amateurs test positive for the virus.
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