Why the Tokyo Olympics didn't deliver a ratings win for NBC
Through the first 14 days of the Tokyo Games, NBC said viewers streamed 3.5 billion minutes of Olympic content over the company’s streaming platforms — including its nascent Peacock service — already exceeding the number achieved at the 2016 Games in Rio with three nights to go.
The obstacles NBC faced in the Tokyo Games were apparent from the start. There was a year-long postponement, and a threat of cancellation loomed as Japan continues to struggle with the COVID-19 pandemic. “We were anticipating that it might be difficult kind of coming out of the gate here because of all of these curveballs,” Bevacqua said. “I’ve been encouraged that we have actually maintained the numbers for the duration of our time here.” Follow along for the latest news, results and features from The Times’ team of 12 reporters covering the Tokyo Olympic Games.
NBC said it was prepared for a ratings decline as the migration of viewers from traditional TV to streaming has upended nearly every major viewing event, with the exception of National Football League telecasts. “Over 99% of our advertisers will be made whole,” said Bevacqua, who reiterated that the Tokyo Games will be profitable for the company. NBC parent Comcast paid $1.3 billion for the rights to the Tokyo Games.
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