NBCUniversal completed its coverage of the Olympic Games Paris 2024 with a triumph, registering a strong multiplatform performance that documented the competition and victories from across the world. The United States had several standout athletes who demonstrated their skill and expertise within the games, including Sha’Carri Richardson, Katie Ledecky, Stephen Curry, A’ja Wilson and Noah Lyles. NBCUniversal, under its 11-year, $7.65 billion U.S. media rights agreement with the International Olympic Committee, aired 7,000 hours of coverage and 329 events that highlighted the moments from Paris and the surrounding geographical area.
The company obtained a total audience delivery of 30.7 million viewers across the Paris prime time (2-5 p.m. EST) and U.S. prime time (8-11 p.m. EST/PST) broadcast windows, representing an 82% increase from the Tokyo Olympics (16.9 million), according to fast national data from Nielsen Media Research and Adobe Analytics. The NBC broadcast network also extended its streak to 152 consecutive Summer Olympic nights in which coverage finished as the No. 1 show in prime-time television. As a whole, the Paris Olympic Games moved NBC to the No. 1 network among adults 18-49 within the current television season. New Orleans finished as the top designated market area with an 18.9 rating and 23 share. Mike Tirico anchored nearly 100 hours of coverage across both prime time presentations, marking his fourth time hosting the Games.
“Our NBCUniversal team matched the occasion of this transformative Paris Olympics, presenting peerless coverage in daytime and primetime across all platforms, including the NBC broadcast network, which once again was home to the most-watched night of television for 17 consecutive days,” Mark Lazarus, chairman of NBCUniversal Media Group, said in a statement. “The Games marked a groundbreaking moment for Peacock, which delivered a flawless user experience and cutting-edge innovation while shattering all-time Olympics streaming records.”
Within the prime time windows, Peacock and NBCUniversal digital platforms exhibited a streaming total audience delivery of 4.1 million viewers. Users on Peacock consumed 23.5 billion minutes of Paris Olympics coverage, indicative of a 40% rise from all prior Summer and Winter Olympic Games combined. The OTT streaming platform managed up to 60 concurrent single live event streams, along with up to 300 live events per day during the first week of coverage, amassing a total of 3,200 live events throughout the proceedings.
During the stretch of competition, Gold Zone was consistently among the top five most-watched Olympic titles on Peacock and garnered viewership from one of five consumers of Olympics coverage. More than 25% of Olympics viewers on Peacock utilized multiview, half of which spent their time watching featured live events and the other half watching via the quadbox. Six out of 10 viewers utilized the ‘Browse by Sport’ navigation menu in the Olympics hub to navigate the options and tune in to the competition they wanted to see.
“From the Opening Ceremony procession down the River Seine through more than two weeks of heart-stopping competition culminating this past weekend with Team USA’s gold rush in men’s and women’s basketball, women’s soccer, and track & field relays, these Olympics have captivated Americans in huge numbers across NBCUniversal platforms,” Rick Cordella, president of NBC Sports, said in a statement. “Led by our best-in-class engineering and production teams in Paris and Stamford, a staff of more than 3,000 worked tirelessly to present these reimagined Games in new and innovative ways in all dayparts and on all platforms. We are thrilled that Americans embraced and enjoyed the Paris Olympics as much as we have.”
USA Network moved to the No. 2 entertainment cable network among Adults 18-49 with a strong two weeks of Olympics coverage. Over that span of time, it was the No. 1 cable sports/entertainment network in total day and prime time among the aforementioned demographic. Telemundo Deportes, which presented the most Spanish-language coverage of an Olympic Games to date, secured a 26% rise in viewership through Thursday, Aug. 8 as compared to a similar period within the Tokyo Olympic Games. Viewership on Universo propelled by 138% during that same timeframe as well. Additionally, Telemundo streamed a record 3.1 billion minutes of content through Thursday, an 18% rise from the full stretch of the Tokyo Olympic Games.
“America was ready for this Olympics, and our NBCU team was excited to bring it home,” Molly Solomon, executive producer and president of NBC Olympics Production, said in a statement. “From the day we began planning the production, we were passionate about finding the perfect mix of storytelling and innovation, while showcasing the competition, the athletes, and Paris in the most comprehensive way possible. We were honored to present the Paris Olympics, and look forward to continuing to serve the dedicated fans and viewers for many Olympic Games to come.”
NBC Sports on social media accrued a record 6.55 billion impressions across its channels, up 184% from the Tokyo Olympic Games and 53% above the threshold at the Rio Olympic Games. The full portfolio of accounts and channels added 4.7 million new followers and collected a 497% increase in social video viewership over the Tokyo Games. The “On Her Turf” account, which spotlighted women’s sports throughout the games, recorded seven-times social engagement over the Tokyo Olympics.
NBCUniversal created a halo effect for its advertisers reflected in brand equity and resonating with consumers, with three in four viewers affirming that they trust Olympic advertisers and two in three explaining that they find these Olympic advertisements more credible over other ads. Across the average of 30.6 million multiplatform viewers, consumers had 27% greater ad attention and 44% greater message recall, evidence of the effect of the messaging. Moreover, companies that advertised within the Olympic Games secured 14% higher brand search engagement and 17% increased purchase intent.
“The Olympics reestablished its unique power to reassemble the American media audience,” Gary Zenkel, president of NBC Olympics, said in a statement. “That shared experience extended over 17 consecutive days across NBC, Peacock, NBCU’s linear channels, and in short form on social and digital channels, as America rallied around the 594 Team USA athletes and their stories. Benefitting alongside the American audience were our Olympic advertisers who believed, as we always have, in the unifying power of the Games.”
The company will commence its coverage of the National Football League and Big Ten Conference with the upcoming seasons, continuing media rights deals that began last year. NBCUniversal will broadcast the Super Bowl at the conclusion of the 2025 NFL season, coinciding with its coverage of the Winter Olympic Games in Milan, Italy and the National Basketball Association.
