Don’t expect 25 million primetime viewers tuning into the Olympics this time as cord-cutting, and more streaming live coverage, will bring down averages
Particularly in the summer, nothing else comes close to that level of audience for that long a stretch — 17 consecutive nights of primetime. The potential audience for consuming all those hours of Olympics coverage, or at least the part that Nielsen measures, has shrunk considerably in the past few years.
Other factors, including one of NBCU’s own making, are also working against the Olympics reaching previous ratings heights. NBC Sports is making live coverage of several high-profile Olympic events, including women’s and men’s gymnastics, track and field, and men’s basketball, exclusive to NBCU’s Peacock streaming service as the company tries to grow the platform’s subscriber base. Those events will be featured in NBC’s primetime coverage as well, but they’ll be taped packages.
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