TV Ratings: Olympics Could Flop For NBC

The Summer Olympic games are set to open on Friday in Tokyo as the coronavirus pandemic continues to ravage countries around the world. On Monday, Japanese carmaker Toyota said it would be pulling its Olympic ads in Japan amid a nationwide backlash to the games being hosted during a state of national emergency.

The NY Post reports other threats to the popularity of this year’s games include a ban on spectators and a steady drumbeat of athletes contracting the virus, and in some cases dropping out of the games entirely. 

Over 70 athletes have contracted the virus in Tokyo so far, including fan-favorites like tennis player Coco Gauff, who pulled out of the global event earlier this week.

Without star athletes, ratings stand to suffer. And while NBC has already locked in over $1 billion in Olympic ads, poor ratings threaten to create a knock-on effect for other revenue streams.

Low ratings could dampen new sign-ups to Peacock, the company’s all-important streaming service, which is providing live coverage, replays and special programming of the Games, analysts said.

Sagging viewership could also reduce ad spend on NBC shows leading into the Olympics — or following the broadcast, experts said.

Some experts have estimated even more meager viewership of 17 million, citing the 13-hour time difference and the lack of pre-game promotional ads from the network.

NBC paid the International Olympic Committee, which holds the media rights to Games, $4.4 billion for the four Olympics spanning 2014 to 2020 and another $7.75 billion for the next six games running 2022 through 2032.