Survey says: What viewers really thought of NBCU’s Olympics coverage — and how it could impact future Games
. That is something that NBC would have known to be coming once the decision was made to ban attendance due to the pandemic, but they might not have anticipated 40% of regular Olympics viewers aged 18-34 would say it hurt their interest and engagement with the event.
Analysis of the proportion of viewers saying they enjoyed the Tokyo Games more than normal versus less than normal shows an interesting generational difference. The proportion of 18-34s saying they enjoyed it more versus less was the same—22%—i.e., net neutral. This has a knock-on effect when assessing interest in watching future Games. Younger viewers are 2.7x more likely to say they’re more interested in future Olympics based on this year’s tournament. 35-54s are slightly more likely to have a net positive impact in future interest but 55 and over have seen their interest sour this time around. They are 2.9x less likely to say they’re more interested in future events.
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