NBC’s primetime coverage of the Tokyo Olympic Games has shown a lackluster rating yield, according to a report in The Daily Wire.
The publication reported that their coverage of the Olympic Games “has continued to spiral downward” with a fall of almost 50 percent from the coverage of the 2016 Rio Games.
Overall, viewership of the Olympics is down nearly 40% throughout all of NBC’s networks that share programming.
The Wire reported that Monday’s primetime NBC telecast “shed 53 percent of viewers from coverage of the first weeknight primetime during the 2012 London Olympics and declines were even larger among the advertiser-coveted demographic of adults aged 18-49.”
This phenomenon has prompted analysts cited by the Daily Wire to question if the “get woke, go broke” ideology may be where the blame lies for the surprising drop in interest.
NBC, however, is reportedly now struggling “advertiser anxiety,” among the corporations that have spent millions of advertising dollars on commercials and sponsorships for the worldwide event.
“NBC averaged 12.6 million viewers on Saturday night, a 39 percent drop compared to the first Saturday of the 2016 Olympics and a 56 percent drop compared to the 2012 London games,” Fox News added. “Now that a weeknight has also shed significant viewership from recent Olympics, too, NBC could start to panic if things don’t pick up in a hurry.”
Variety reported that “Traditional TV viewing for the Summer Games has declined noticeably, and, a decision by popular gymnast Simone Biles to take herself out of the team competition early Tuesday has spurred advertiser anxiety, according to executives familiar with negotiations between NBC and sponsors.”
At least one media buying executive told the outlet that the sad ratings are “clearly are not what NBC, our agency or our clients were looking for,” but whether it’s the fault of the woke factor or the lack of participation by some stars, the results are the same: networks who put their proverbial bags in the Olympic basket are left scrambling.