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The Final Results Are In! Complete Wipe-out in NBC’s Olympics’ Ratings

The Final Results Are In! Complete Wipe-out in NBC’s Olympics’ Ratings

So many reasons for the fail.

I noted that the Beijing Winter Olympics Opening Ceremony was a snow-filled ratings bust.

How bad were the remaining two weeks? So bad that even an army of Chinese propaganda Twitter bots couldn’t salvage the event.

The final numbers are in, and the 2022 Winter Olympics were a wipeout for NBC.

The final scores are in, and NBC is no doubt happy to put the Beijing Winter Olympics in the rear-view mirror.

The games reached an average combined audience of 11.4 million people in prime time on NBC, the USA cable network and Peacock streaming service, the network said. That’s the lowest-ever American audience for any Olympics, and down 42% from the Winter Games in Pyeongchang, South Korea, in 2018.

For NBC alone, the prime time telecasts reached an average of 9.3 million viewers, or 48% down from South Korea, the Nielsen company said.

The games never really captured the public imagination, and were hurt by COVID-19 restrictions that had most of NBC’s announcers working half a world away in Connecticut.

Of course, it can’t help that a popular hashtag for the Olympics was #GenocideGames. And many people are still not over the fact that a leading theory for the origin of the coronavirus is a lab leak at the Wuhan Institute of Virology.

The Chinese Communist Party response to the initial outbreak was shameful, and no amount of fireworks or artificial snow is going to make people forget.

But the media is digging deep to find other reasons for the fail.

Several factors contributed to the audience’s waning interest, he said. They included the lack of crowds because of the pandemic and “very harsh protocols in China” that kept family and friends out of the stands and limited the size of the network’s coverage teams in Beijing.

“We had 1,600 people in Stamford and 600 people in Beijing,” Bevacqua said, referring to the size of the network’s crew in Connecticut. “Normally that would be flipped for us.”

This year’s lackluster numbers are also likely due to the significant time difference between the U.S. and China, controversies regarding the host country’s human rights record, as well as a general lower level of interest in the sports that make up the Winter Games.

You know it is bad when the Associated Press deems it a disaster.

“These Olympics were a disaster for the network: a buzz-free, hermetically-sealed event in an authoritarian country a half-day’s time zone away, where the enduring images will be the emotional meltdown of Russian teen-agers after a drug-tainted figure skating competition and a bereft Mikaela Shiffrin, sitting on a ski slope wondering what went wrong,” The Associated Press wrote.

“Viewers stayed away in alarming numbers, and NBC has to wonder whether it was extraordinarily bad luck or if the brand of a once-unifying event for tens of millions of people is permanently tainted.”

NBC locked in the full media rights for the Olympic games in 2028 and 2032 at prices set in 2014 for a price of $7.75 billion. For those of us who boycotted the Olympics because of China, this year’s results are priceless.

The 2026 Winter Olympics are set for Milan-Cortina in Italy. This seems karmic, as this was one of the first regions devastated by the covid pandemic. Perhaps NBC will see ratings improvements during those games.


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Trump is speaking at CPAC why aren’t you linking?
No one cares about the Olympics

    Danny in reply to gonzotx. | February 26, 2022 at 8:12 pm

    Stop living in a bubble the Olympics rank close to the top of world cultural events, CPAC is in comparison nothing whatsoever.

    That people tuned out something they love likely because it was happening in China couldn’t possibly be bigger news sir, but unlike CPAC people care about the Olympics.

      gonzotx in reply to Danny. | February 26, 2022 at 8:49 pm

      I’m a people and I could give a sh!t and apparently either does the majority of America

      The Gentle Grizzly in reply to Danny. | February 26, 2022 at 9:39 pm

      CPAC: the Academy Awards of the GOP. Same noises every year before the party sells us out.

      JohnSmith100 in reply to Danny. | February 26, 2022 at 9:56 pm

      I do not and never have cared about Olympics, it is totally irrelevant.

        The Gentle Grizzly in reply to JohnSmith100. | February 26, 2022 at 10:47 pm

        I appreciated that Bob sled team from someplace in the Caribbean. Yes they were a total disaster, but you have to hand it to them: they tried!

      DSHornet in reply to Danny. | February 26, 2022 at 11:27 pm

      Is this a joke?

      mbecker908 in reply to Danny. | February 27, 2022 at 10:54 am


      I stopped watching the Olympics in 1972 after the basketball game. That made clear what was already obvious even then, the Olympics is not about “sport” it’s about politics. Then they opened it up to professional athletes and any sense of “sport” was over.

      We can quibble about CPAC, and overall I’m not really impressed with them, but the fact that President Donald Trump is speaking there is, in fact, a big deal. Much bigger than anything that happened at whatever passed for the Olympics this year. Or any – heck, every – other year.

      You can crawl back in your hole now Danny.

    I did not watch any of the Olympics. It played in one restaurant that I happened to be in and I turned my back to it.

    And it is not just the USA, the world does not care that much either.

    I admit I did watch a wee bit of the Super Bowl. But not much.

And it doesn’t help that the memories of US athletes taking the knee to protest their own country are still with us. This time, that insult was compounded by a couple of US athletes competing for China! What was there to like? A completely forgettable event. No “Miracle on Ice” this year.

Another factor, all sports have been tainted by politically correct horseshit, not the least of which are men competing with women. Add endless foisting of black crap, even in commercials, why tune in.

Then there is the issue of downright ugly people in commercials. The only reason to pay attention to commercials is when they have fine specimens of young ladies in their prime.:)

There was an Olympics this year? Wow! Who knew.

Hell with that:

Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!
Trump announces he’s running in 2024!

NBC got what they deserved. They have declined to a ‘dirty network’ when it comes to political news. Feel for the athletes who did well but got little publicity.

I boycotted the Chinklympics. So glad many fellow citizens felt the same way.

I don’t like NBC. I hope they fail.

Glad I missed every second of it, just helping to do my part.

And if Trump is running in 2024, I’ve voting for him.

    thetaqjr in reply to Skip. | February 27, 2022 at 9:22 am

    Trump’s praising PuttPutt’s genius for the Ukraine invasion/slaughter ought to lose Trump every public election he taints henceforth.

      JoAnne in reply to thetaqjr. | February 27, 2022 at 11:32 am

      There’s a difference between stating facts and praising those facts. I think you missed that.

        thetaqjr in reply to JoAnne. | February 27, 2022 at 7:40 pm

        I guess I must have.

        PuttPutt is a genius? How would TrumpTrump know?

        Neither of that pair rates that description, except in their own ruthless and megalomaniacal admiration society.

SeekingRationalThought | February 26, 2022 at 9:42 pm

Future ratings may improve over this years but I suspect not by a lot. Most people I know have lost interest. The games are now a political event and no longer an escape. Perhaps more tellingly, several friends have said that they have broken their addiction to sports on tv in general and are not really interested in devoting their time to it any more.. With all the “connectivity” we have today and all the content, no one can watch everything and people are becoming more thoughtful of how they spend their entertainment time.

    A-hole ‘woke’ American athletes have ruined it. Allowing oafish transvestites in women’s sports is the final nail in the coffin.

    Maybe it’s for the best, before a new event Olympic event is formed, called “How many pre-pubescent girls can transvestites molest in 60 seconds”.

Quit watching it pretty much after the olympic scum decided it was ok to let professionals play instead of amateurs.
Yeah the rooskies would beat everyone at hockey, yadda, yadda, yadda. But it was still much more interesting to watch amateurs play.
And I sure won’t forget 1980. Do You Believe In Miracles?

    gonzotx in reply to 4fun. | February 27, 2022 at 2:19 am

    Pretty much only Erica had amateurs at that point, so they made it official

    I was in grad school at BU when their hockey was winning 3 national championships. The BU-dominated 1980 “Miracle on Ice” team won the Olympic gold remains the most exciting sports event in my lifetime. Nothing else have come even close.

I’d say it couldn’t have happened to a more deserving network, except there are several others equally deserving. Pretty much all of them.

    JoAnne in reply to JHogan. | February 27, 2022 at 11:42 am

    I agree. Their TV “comedy” is so dang stupid and disgusting. But all the channels have gone all WokeScold. I’m down to watching reruns of The Andy Griffith Show and Law & Order!

A huge part of the diminishing USA audience is NBC. I stopped watching when Matt Lauer took over. There was no one least competent to discuss sports, so he didn’t. He discussed politics, race, personalities etc. If you want an audience, you must show sports. Many people tune in for specific events and want it live, not a highlight. The model for success is the old ABC Wide World of Sports.
We simply don’t care that some girl is 1/4 black, or that a skater is gay.

MoeHowardwasright | February 27, 2022 at 1:46 pm

NBC stands for No Body Cares!! The Olympics have reached their “used by” date. It’s not interesting, there is no joy, there is no National Pride.

Johnny Weissmuller | February 27, 2022 at 2:48 pm

No tv

Forget how it started, what’s important is that China made sure that it spread to the USA and the rest of they world. When they closed the Wuhan borders to protect China the kept the airliners fly from Wuhan to the rest of the world and lied about the virus so we couldn’t take measures to prevent its spread. That is enough to blame China for attacking us with a WMD, coronavirus! Our response should be something comparable to nuclear weapons.

I have.sickened by local news where they proudly see librate a nonprofit that serves people of color and gay trans etc people. This org is racist and sexist! Why can’t they help all pot people instead of just the special ones.