When NBC set a long-term deal to carry the Olympics through 2032, it seemed like a savvy deal. Yet it seems much shakier after the Beijing experience — a buzz-free event from an authoritarian country that saw an alarming drop-off in viewers.
Beijing, like Tokyo last year, took place in an environment where the primary objective was to prevent the spread of COVID-19. That meant no fans or athletes’ families in the stands, no quirky stories about the host country and even few announcers: most of NBC’s team worked from an office building in suburban Connecticut.
That’s even with the average inflated by airing directly after the Super Bowl, a night that brought in 24 million viewers. The image of Valieva standing alone on the ice, looking terrified before her performance, stuck with NBC’s Mike Tirico. “The adults in the room left her alone,” he said on the air. “Portrayed by some this week as the villain, by others as the victim. She in fact is the victim of the villains.”
The time zones for Paris and winter 2026 in Italy are still not ideal, with the prospect of no live events in prime time in the United States. That changes for Los Angeles in summer 2028. “I think we in many ways have to work internally with the IOC with the USOPC to rejuvenate the Games coming out of Tokyo and Beijing in preparation for Paris, Italy and LA. That is going to be a strategic priority of ours,” Bevacqua said.
Between cord-cutting and changed viewing habits due to streaming, the media world is in the midst of revolutionary change in how entertainment is consumed. Live sports is one of the few dependable ways to get people to turn on their televisions. Even though rights fees are rising astronomically and viewership is going down, few media companies regret these investments, said Neal Pilson, a former CBS Sports president who runs a sports consulting company.
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