Written by Brian Frank for OJR.org
Now that the Olympics are over, we can reflect on the performances we witnessed not only from the athletes (awful, great, and everything in between), but also from the network that brought London into our living room and onto our smartphones (ditto). NBC caught plenty of flak for tape-delaying a giant portion of the events rather than broadcasting them live. For frustrated sports enthusiasts and vitriolic Twitcrits armed with the #NBCFail hash tag, that was something of a mortal sin, not least because in this media-saturated age spoilers pervaded the atmosphere like a greenhouse gas.
There are economic factors to consider, however. NBC paid about $1.2 billion for exclusive U.S. broadcast rights to the Olympics. The company had to recoup that money somehow. Rolling the marquee events, highlights, and personal stories into a single primetime package consolidated eyeballs and, by extension, boosted ad revenues. The strategy seems to have worked, as ratings for the London Olympics were reportedly the highest of any in decades. People clearly tuned in despite the time-shifted broadcasts. NBC Research President Alan Wurtzel even told Reuters reporter Liana B. Baker that people appeared even more likely to tune in when they already knew the results.
Of course, it’s tough to credit any strategy, alone or in combination, when the company had a monopoly on coverage. Television viewers didn’t really have anywhere else to go, so the only solid conclusion one can draw from NBC’s ratings success is that a lot of people wanted to watch the Olympics and did.