Less than a week in, the Paris Olympics are turning out to be a good story for NBC. Ratings are significantly up after the Tokyo and Beijing Games, and the network has already set a record for advertising revenue.
The event has been a significant success for the company broadcasting and streaming it in the United States. NBC has already set a record for advertising revenue, viewership is up significantly and its biggest fear — that people would tune out NBC’s prime-time telecast because they could watch events live during the day — hasn’t materialized.
The company said it has taken in more than $1.25 billion in advertising revenue, its best-ever for an Olympics, and still has more time to sell. “Times have changed and I think we are showing forward-thinking and being progressive in our case in how to produce and exhibit the Games,” he said. Even though they are reruns, the prime-time telecasts can be easier to watch because they cut out some of the dead time, Billings said. NBC said it didn’t have statistics yet on double-dippers — people who may have seen an event live then watched it again in prime-time.
The network is standing by its decision to make the Olympics more celebrity-focused, saying it creates a social media buzz that helps its telecasts. Cameras frequently catch movie and sports stars alike rooting on Olympic athletes from the stands.
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