NBCUniversal enjoys record ad sales and high ratings for the Paris Olympics. Discover how the Games have captivated American viewers and boosted workday distractions.
Paris, Bollywoodfever: The Paris Olympics have so far been a runaway hit for NBCUniversal, achieving an advertising sales record and seeing ratings soar past those of recent prior Games. However, there is an even bigger marker of success to celebrate.
Surveys reveal that one in four Americans report a decline in work productivity since the Games began, and half say they have rearranged their daily routines to watch the action, according to the Comcast-owned media company on Thursday.
“We set a goal to make America unproductive all day long,” said Molly Solomon, executive producer of NBC Olympics Production, during a press briefing.
As people across the U.S. cancel appointments and sit distracted at the office, the Olympic excitement harks back to a bygone era in television, when viewers tuned in to content at a specific time.
It’s a crucial win for NBCUniversal, which paid $7.65 billion to extend its Olympics media rights – the largest deal globally – only to struggle with the PyeongChang, Tokyo, and Beijing Games. All three were in time zones unfavorable to U.S. audiences, while Tokyo and Beijing had a muted atmosphere due to the COVID-19 pandemic.
To draw in audiences, NBCUniversal has turned its coverage into a Hollywood event, bringing in celebrities like singer Beyoncé, comedian Leslie Jones, and a group of social media influencers to promote the Games.
Solomon mentioned it was too soon to determine whether the party-like vibe of Paris would become a permanent strategy for future Olympics telecasts. However, it is evident that viewers are enjoying the involvement of stars like rapper Snoop Dogg, who is serving as a special correspondent.
“We’ve been pleasantly surprised by his popularity,” she said. “But you never underestimate Snoop Dogg.”
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