The decline in viewership of the Olympic games is part of a larger trend. This year the average American will watch 172 minutes of broadcast and cable television a day, 100 minutes less than ten years ago
Tokyo was an uneven playing field. Many events took place while Americans and Europeans were asleep. Stars such as Simone Biles and Naomi Osaka left some events early. Covid-19 meant no spectators, and face-masks all round. But the collapse in viewership wasn’t a one-off. Tokyo’s opening ceremony was watched by 36% fewer Americans on the day than watched Rio get under way in 2016. Rio’s audience in turn was 35% lower than London’s in 2012.sold more than $1.
The games exemplify a broader trend. This year the average American will watch 172 minutes of broadcast and cable television a day, 100 minutes less than ten years ago, estimates eMarketer, a research firm. Among the so-called “money demographic” of 18- to 49-year-olds, viewership has fallen by half as audiences have gone online. Even so, spending onads is remarkably stable. In 2021 brands will blow $66bn on American commercials, about the same as every year for the past decade.
, the world’s biggest ad-buyer. The big streamers, such as Netflix and Disney+, are ad-free zones. Brands are wary of YouTube’s user-generated content. And ad-supported streamers like Peacock and Disney’s Hulu still lack enough ad space to move big marketing budgets. As a result, advertisers keep ploughing money into television, even as returns diminish.
Perhaps not for long. YouTube is making inroads into brand advertising as its content mix becomes more professional. Amazon is expected to run ads in its National Football League coverage next year. By combining premium content with targeted commercials, the e-empire is going to unlock “huge buckets” of ad dollars, predicts Andrew Lipsman of eMarketer.
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