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NBC’s Tokyo Olympics coverage is fueling advertisers’ fear as viewership continues to decline

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nbc's tokyo olympics coverage is fueling advertisers' fear as viewership

Top media headlines on July 28th

On today’s media news, NBC News’s Chuck Todd dismisses the notion of liberal bias as a topic of conversation for the GOP, a New York Times reporter deleted a tweet calling Trump supporters to be labeled “enemies of the state” and the coverage from NBC on Tokyo Olympics Tokyo continues to lose significant viewership

NBC’s prime-time coverage of the Tokyo Olympics continued down Monday, averaging 14.7 million viewers, a 49 percent decrease from the corresponding night of the 2016 Rio de Janeiro Games.

Monday’s television show also dropped 53 percent of viewers from reporting midweek first-time airtime during the London 2012 Olympics, and the declines were even greater in the coveted target audience of adults between 18 and 49 years old.

NBC HAS 33 YEARS OF LOW WATCHERS FOR THE TOKYO OLYMPICS OPENING CEREMONY: “NO HAPPY” BENCHMARK

Brian Steinberg, Variety’s senior TV editor, said the decline fueled “advertisers’ fear” that was not alleviated by news that legendary American gymnast Simone Biles has retired from the team competition and fan favorite Naomi Osaka has been eliminated from the tennis medal competition.

NBC's prime-time coverage of the Tokyo Olympics continued down Monday, averaging 14.7 million viewers, a 49 percent decrease from the corresponding night of the 2016 Rio de Janeiro Games. (AP Photo / Petros Giannakouris)

NBC’s prime-time coverage of the Tokyo Olympics continued down Monday, averaging 14.7 million viewers, a 49 percent decrease from the corresponding night of the 2016 Rio de Janeiro Games. (AP Photo / Petros Giannakouris)

Steinberg quoted a media purchasing manager as saying that early viewership “clearly is not what NBC, our agency, or our clients have been looking for” from costly investments.

“This manager said the early viewing trends were ‘disappointing’,” Steinberg wrote.

The opening ceremony, postponed for a year due to the COVID-19 pandemic, drew 16.7 million viewers on Friday for NBC, the smallest audience for network broadcast since the 1988 Seoul Games. Presumably NBC was hoping its multi-billion dollar investment would pick up as the Games progressed, but Saturday and Sunday primetime coverage was also disappointing.

NBC averaged 12.6 million viewers on Saturday night, a 39 percent decrease from the first Saturday of the 2016 Olympics and a 56 percent decrease from the 2012 London Games. Now that a weekday night is also significant Losing viewership from the last Olympics, NBC could panic if things don’t pick up quickly.

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“The magnitude of the declines from the previous Rio Olympics has unsettled advertisers who are believed to have invested more than $ 1.2 billion in sports extravaganza,” Steinberg wrote. “Small surprise, then, that NBCU and several media outlets have started discussions about ‘make-ware’ or advertising inventory that is passed on to sponsors if a program does not meet its original viewer guarantees.”

“Fox News Primetime” host Tammy Bruce tore into “woke up” US athletes Monday who are apparently much more interested in scoring political points with leftist ideologues than their performance at this year’s Tokyo Olympics the case is.

“Failure, misery, resentment, sacrifice, hatred of the country … that drives the left … and it permeates almost every corner of society,” Bruce said in her opening monologue.

“Ask yourself … could there be this shift in attitudes and a departure from national pride in Team USA’s stumbling start at the Olympics?”

Bruce pointed out the poor performance of the US women’s national soccer team, which was eliminated in the opening game against Sweden. Team USA’s men’s basketball team, led by “insane America-beating leftist Gregg Popovich,” was beaten by France in the first time they lost their opening in 16 years, Bruce said.

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“I contend that for some this is the conscious and unconscious result of drawing resentment and resentment over pride and optimism … which translates into an embarrassment even to be American and represent our nation,” she told viewers.

While Bruce believes politics is to blame, others have pointed out the time difference, lack of star power, the fall of the American mind, COVID logs, streaming, and other reasons NBC’s coverage has waned. But regardless of the cause of the breakdown, Steinberg doesn’t think advertisers fear will subside anytime soon, unless something changes quickly.

“However, until Olympic television shows become more prominent, NBCU will likely continue to hear from sponsors,” he wrote.

Fox News’ Yael Halon and Cortney O’Brien contributed to this report.

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