— Published 26 January 2022

NBC revises its ambitions

With 10 days to go before the opening of the Beijing Games, NBCUniversal is revising downwards its objectives in terms of television audience. The American group announced at the beginning of the week that it had revised its ambitions, sometimes by half depending on the day and time of day. This is due to the health crisis and the experience of the Tokyo 2020 Games, where the figures achieved by NBC on traditional media, television, were the lowest since the Seoul Games in 1988. But, like the last Summer Games, the Olympic event’s audience could reach new heights on digital platforms, via streaming and time-shifting. The only problem is that this new consumption of major sporting events is not taken into account by Nielsen, which is responsible for audience measurement, which determines the price of advertising spots. In order to give its advertisers a more realistic view of the impact of a broadcast, NBCUniversal has joined forces with another audience measurement agency, iSpot.tv. Under the terms of the agreement between the two parties, it will monitor the impact of the Beijing Games not only on television, on the group’s various channels, but also on dedicated websites. As the exclusive rights holder for the Olympic Games through 2032, NBCUniversal will broadcast live coverage of all Beijing Games events on its premium Peacock platform.