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How the Paris Olympics spun ratings gold for NBC and Peacock

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How the Paris Olympics spun ratings gold for NBC and Peacock

As an avid sports enthusiast and history buff, I must say that NBCUniversal has truly outdone themselves with their coverage of the Paris Olympics. The sheer resilience and triumph displayed by these athletes against all odds is nothing short of inspiring.

The Paris Olympics have brought some joie de vivre to NBCUniversal.

During the initial 13 days of the Games, the media company owned by Comcast Corporation, on average, attracted 32.2 million viewers across both television and streaming services. This total viewership count includes both live broadcasts aired during the daytime and pre-recorded highlights that were televised and streamed in the evening hours, as reported by Nielsen and Adobe Analytics.

1) Compared to the viewers of the Tokyo Games, which were postponed until 2021 due to the COVID-19 pandemic and streamed on NBC’s Peacock platform, the viewership for the Paris Olympics increased by a massive 76%. Furthermore, the total minutes viewed on Peacock for the Paris Olympics surpassed an impressive 19.1 billion minutes, exceeding the combined total of all previous Olympics (both winter and summer) that were watched on the service by more than 16.8 billion minutes.

The contrast with Tokyo three years ago could hardly be more stark.

During that period, the pandemic was still a significant threat, causing gymnast Simone Biles, one of America’s brightest stars, to withdraw early from most competitions due to mental health concerns. Those who remained in the competition performed without the presence of live audiences, leaving viewers lacking the emotional support and enthusiasm typically provided by family members and fans during such events.

Last year, in 2021, I found myself watching TV on NBC, but it seemed they were showing more ads than usual. You see, as a dedicated cinephile, I noticed that the network tends to keep some commercial slots in reserve, just in case the audience doesn’t meet the promised level for advertisers. Unfortunately, the ratings fell short of expectations, leaving NBC no choice but to fill those spare slots with ads.

Given my years of experience in the television industry, I can confidently say that this year’s ratings performance for our network has surpassed even the most optimistic expectations. The benefits we are reaping from this success are a testament to our team’s hard work and dedication. It brings me great satisfaction to witness firsthand the fruits of our labor, as I have seen many networks struggle to achieve such results.

NBC successfully managed to sell their reserved commercial slots at a premium price higher than the initial inventory sold prior to the Games’ commencement. Notable buyers included the presidential campaign of Vice President Kamala Harris, who recently emerged as the presumptive Democratic nominee and is working swiftly to familiarize herself with the public.

“It’s a nice piece of business for us,” Lazarus said in a telephone interview.

The extra sales significantly boosted NBC’s advertising earnings, surpassing the previous record of $1.25 billion set in 2021. This revenue from the Paris event is expected to be the highest ever generated by a TV event, as stated by an NBC representative. (It’s common for Super Bowl Sundays to yield around $1 billion for the network broadcasting the game.)

As a devoted cinephile, I can’t help but reflect on how fortuitous it was for NBC that the Paris Olympics coincided with a profoundly politically fragmented nation yearning for respite.

Two weeks prior to the Games commencing, a rally in Pennsylvania nearly saw the assassination of ex-President Trump. Shortly following this incident, President Biden announced his surprising decision to withdraw from his reelection bid. The ongoing conflict between Israel and Hamas has sparked significant tension, leading to concerns about an escalation into a larger war within the Middle East.

How the Paris Olympics spun ratings gold for NBC and Peacock

Brent Magid, head of the media research company Magid, stated that a communal, joyful watching event might have provided exactly the uplift the public was seeking.

Magid stated, “The Olympics provide a momentary, uplifting experience amidst a world consumed by negativity. People are seeking respite from their daily struggles, and the Olympics offer just that in abundance.”

The beautiful City of Lights provided an attractive setting. During their free time, athletes were spotted enjoying themselves, encouraging their fellow competitors, and socializing with Snoop Dogg, who became a popular figure in the Olympics coverage by the network. Notable figures like Tom Brady and Lady Gaga have been seen among the spectators.

With approximately 34 million subscribers, Peacock, lagging behind other popular streaming platforms, is significantly profiting from its recent success. As stated by NBC Sports President Rick Cordella, the influx of new subscribers has exceeded expectations; however, the exact figure remains undisclosed by the company at this time.

As a dedicated sports enthusiast, I’ve been thoroughly enjoying live-streaming all sporting events, including the impressive 329 medal events, exclusively on Peacock. NBCUniversal has truly elevated my viewing experience by introducing unique features like the captivating “Gold Zone.” This feature guides me seamlessly to crucial moments across multiple events in real-time, sometimes even utilizing multiple screens for an immersive viewing experience.

Providing numerous events for on-demand viewing catered perfectly to audiences seeking flexibility and convenience. However, the captivating drama presented during the games demonstrated that live television still holds an allure when it comes to unmissable, real-time events.

12.7 million people tuned into various NBC platforms to watch Simone Biles and the U.S. women’s gymnastics team clinch their gold medals on July 30, an unprecedented viewership for a daytime Olympic event. This audience surpassed the average viewership of this year’s NBA Finals, which aired in prime time on ABC.

It’s possible that the increase in this number is influenced by a lingering change in behavior due to the COVID-19 lockdowns, as more people are now working from home. Perhaps it’s not harmful to have some gymnastics playing in the background while you work.

According to Lazarus, it’s the content itself that matters, not the specific hour or moment. If you present things in an engaging manner, people are likely to take notice.

John Rood, marketing chief of Magid, stated that consumers’ tendency to tune into TV at any hour will persistently boost the Olympics. He added that the convenience to watch on devices like laptops or phones is becoming increasingly prevalent with each passing Olympic cycle.

Through 2032, NBCUniversal holds the broadcasting rights for the Games. The upcoming Summer Games are scheduled for Los Angeles in 2028, while the Winter Games will be staged in Milan in 2026.

For quite some time, gymnastics has captivated many female spectators. Interestingly, the Paris Olympics could be experiencing heightened attention due to a broader surge in enthusiasm for women’s athletics as well.

The massive following of Caitlin Clark, currently playing in the WNBA, significantly boosted the viewership to an all-time high of 17 million for the NCAA Women’s Basketball Championship game in March. (The absence of Clark on the U.S. women’s Olympic basketball team sparked widespread debate across the nation.)

In the same month, a study by Magid found that approximately 60% of consumers reported giving increased focus towards women’s professional sports, whereas 57% showed interest in women’s collegiate sports.

NBC successfully blended popular entertainers into their Olympic broadcasts, drawing minimal criticism from traditional sports enthusiasts. This strategic move enabled the network to draw over 13 million viewers during prime time, despite the fact that all the competitions aired were pre-recorded.

Spectators warmly welcomed Snoop Dogg’s upbeat energy during his stint as the lead cheerleader for the top U.S. Olympic squad, a position he’s been preparing for over time.

In 2021, the renowned hip-hop artist contributed to the network’s Tokyo broadcasts. Additionally, he has nurtured a professional bond with NBC through his role as co-host for “The Great American Song Contest” and as a mentor for the upcoming season of “The Voice.”

As a seasoned executive producer myself, I have had the pleasure of working with many talented individuals over the years. Molly Solomon and her team have always impressed me with their keen eye for talent and ability to nurture it to its full potential. In my opinion, they saw something special in this individual during the Olympics this year that others may not have recognized. He brought a unique and infectious enthusiasm and optimism to the event, which was palpable throughout the entire production. It is no wonder that Molly Solomon affectionately refers to him as the “ambassador of happiness.” His positive energy and dedication to his craft are truly inspiring, and I have no doubt he will continue to make a significant impact in the industry for years to come.

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2024-08-10 01:24

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