The risks and rewards that come with dedicating so much airtime to the Olympics are regarding viewership and ad revenue. Viewership is seen as a reward and as a risk. Since NBCU is the only channel to air the Olympics they are gathering in a large audience through their broadcast channels, cable stations, and other outlets. However, the risk runs in not receiving the viewership they predict. “An average of 30.3 million people have watched NBC’s television networks and digital platforms during prime time on each of the first five days of competition” but a “8.6 percent drop from the audience watching NBC during the 2012 London Olympic” (Reuters). Although this has happened, “NBC Sports Group Chairman Mark Lazarus on Thursday said the audience size is in line with the network’s expectations about changing viewer habits.” (Reuters). After 13 days of Olympics coverage, NBC during primetime had averaged 26.7 million viewers. That 's 256% more than ABC, CBS, and Fox combined...
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...nt NBC made earlier in regards of having a more of a women demographic, and, thus, they created the Olympics to be more “reality show and mini-series” that is “wrapped into one”. As for cable stations, as stated earlier, NBCUniversal was able to get viewership from people that do not watch NBC regularly.
In conclusion, the summer Olympics serve as a great platform to gain viewership and ad revenues. But in doing so, NBCU takes certain risks and receives certain rewards for dedicating so much time to the Olympics. They are able to benefit as much as they can by not only broadcasting through NBC but also airing through other cable station and online outlets.
NBCU overall did well in it’s broadcasting, audience segmentation, and target marketing in comparison to it’s competitors for 2016 Summer Olympics, but saw setbacks in comparison to the London summer Olympics.
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