NBCUniversal has suffered steep losses from the 2016 summer games, but they're very much in line with the contraction that has afflicted all of linear TV.
Over the same period in 2016, NBC’s coverage from Rio de Janeiro averaged a little more than 30 million viewers.
The 2016 Olympics had some built-in advantages: Rio is only an hour ahead of Eastern time in the United States, allowing for more live events to air in primetime. It also wasn’t conducted during a pandemic, which meant unlike the Tokyo games — already delayed a year due to COVID-19 — stadiums and arenas in Rio were full of cheering fans, which tends to make for a more enticing TV experience too.
Those factors, plus things like Simone Biles’ withdrawal from the women’s gymnastics competition, have all likely pushed NBCU’s numbers down. But the Olympics’ audience hasn’t shrunk any more than broadcast TV as a whole. For the 2015-16 TV season, the average primetime network show averaged about 7.18 million viewers, including a week of delayed viewing. Thirty-five series averaged better than 10 million viewers.
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