Less than a week into the Paris Olympics, NBC Universal executives are celebrating a triumphant performance in broadcasting and streaming the event to viewers in the United States. The company has already achieved a new record in advertising revenue, witnessed a significant increase in viewership, and allayed concerns about viewers tuning out the prime-time telecast due to the availability of live event coverage during the day.
Mark Lazarus, chairman of the NBC Universal Media Group, expressed his satisfaction, noting the strong performance of the U.S. team as a contributing factor. The success in Paris comes as a relief for NBC following lackluster viewership at the Beijing Winter Games in 2022 and the COVID-delayed Summer Games in Tokyo in 2021. Over the first five days of the Paris Olympics, NBC averaged 34 million daily viewers on NBC, cable networks, and Peacock, a substantial rise from 19 million viewers during the same period in Tokyo.
NBC disclosed that it has generated over $1.25 billion in advertising revenue, marking its best-ever earnings for an Olympic event, with more advertising opportunities still available. Andy Billings, a journalism professor at the University of Alabama and author of “Olympic Television: Inside the Biggest Show on Earth,” described the current situation as exceptionally positive.
The favorable time difference, with Paris being six hours ahead of the Eastern time zone, has allowed U.S. viewers to enjoy live coverage of events during daytime hours. NBC Sports President Rick Cordella commended the audience turnout during typical work hours and jokingly acknowledged a potential impact on workplace productivity. Notable events, such as the women’s gymnastics team final and the U.S. men’s basketball team’s opening game, garnered millions of viewers.
NBC’s approach to showcasing more live events during favorable time slots marks a departure from past practices, particularly the limited live coverage during the 2016 London Olympics. The network, pleased with its prime-time ratings, continues to provide a mix of live and taped coverage to cater to varied viewer preferences. The introduction of new streaming features like “Gold Zone” on Peacock has also been well-received.
NBC Universal aims to retain a significant portion of the Peacock subscribers gained during the Olympics beyond the event’s conclusion, which could significantly impact the company’s success. The network’s decision to infuse celebrity elements into its Olympic coverage has drawn positive attention, with stars like Kelly Clarkson and Peyton Manning making notable appearances. Notably, Snoop Dogg’s role as a roving correspondent has been met with enthusiasm from fans and athletes, promising more engaging content.
Overall, NBC Universal’s innovative and engaging approach to broadcasting the Paris Olympics has paid off, with strong viewership numbers and positive feedback from audiences and critics alike.
