Want to feel valuable? Start watching live sports events.
, it was challenging to figure out whether to watch the broadcast network, the multiple Comcast cable channels—NBC Sports, CNBC, USA, the Olympic channel, and so on—or Peacock . The only thing missing was the live broadcast across the old NBC Radio System.
It felt like we were all being held hostage to an inter-generational squabble within the Comcast empire , and part of the reason for this is that the demise of the old TV model may be greatly exaggerated.This gets confusing, I know, because the numbers don’t lie, and if they eventually reach zero, they will be worth zero.
NBC Universal claims it brought in more revenue in ad sales for this Olympics than it did for Rio, and that it will make a profit on its $1 billion investment , even after some rebates and additional ads given to brands that were expecting higher ratings. And that is before taking into account all the spillover gains the Games can bring a network, in the form of viewers attracted to other promoted NBC or Peacock content.
The point is that while many of you failed to show up, those of us who did were each more valuable than ever to advertisers, because it is getting more and more difficult to find a crowd to pitch. Not long ago, even mediocre sitcoms would routinely be watched by 10 million viewers submissively sitting through commercials, but increasingly sport broadcasts are the only place to find such a crowd.
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