NBC exceeding expectations 5 days into Olympics - WDRB 41 Louisville News

NBC exceeding expectations 5 days into Olympics

Posted: Updated:
(AP Photo/Aaron Favila). Spectators sport headwear shaped as curling stones as they watch the mixed doubles curling finals match against Canada and Switzerland at the 2018 Winter Olympics in Gangneung, South Korea, Tuesday, Feb. 13, 2018. (AP Photo/Aaron Favila). Spectators sport headwear shaped as curling stones as they watch the mixed doubles curling finals match against Canada and Switzerland at the 2018 Winter Olympics in Gangneung, South Korea, Tuesday, Feb. 13, 2018.
  • U.S. & World NewsMore>>

  • Farewell, Korea: First of three straight Asian Olympics ends

    Farewell, Korea: First of three straight Asian Olympics ends

    Sunday, February 25 2018 3:06 AM EST2018-02-25 08:06:31 GMT
    (AP Photo/Patrick Semansky). A volunteer walks in a foggy Pyeongchang Olympic Plaza during the 2018 Winter Olympics in Pyeongchang, South Korea, Saturday, Feb. 24, 2018.(AP Photo/Patrick Semansky). A volunteer walks in a foggy Pyeongchang Olympic Plaza during the 2018 Winter Olympics in Pyeongchang, South Korea, Saturday, Feb. 24, 2018.
    Farewell, South Korea: First of three straight Asian Olympics ends as it began _ with politics _ after two weeks of feats of athletic prowess.More >>
    Farewell, South Korea: First of three straight Asian Olympics ends as it began _ with politics _ after two weeks of feats of athletic prowess.More >>
  • IOC upholds doping ban; Russians can't march under own flag

    IOC upholds doping ban; Russians can't march under own flag

    Sunday, February 25 2018 3:06 AM EST2018-02-25 08:06:11 GMT
    (AP Photo/Charlie Riedel). Martin Ruzicka (27), of the Czech Republic, scores a goal past goalie Kevin Poulin (31), of Canada, during the first period of the men's bronze medal hockey game at the 2018 Winter Olympics in Gangneung, South Korea, Saturday...(AP Photo/Charlie Riedel). Martin Ruzicka (27), of the Czech Republic, scores a goal past goalie Kevin Poulin (31), of Canada, during the first period of the men's bronze medal hockey game at the 2018 Winter Olympics in Gangneung, South Korea, Saturday...
    The International Olympic Committee executive board has recommended upholding the ban of Russia from the Pyeongchang Winter Games.More >>
    The International Olympic Committee executive board has recommended upholding the ban of Russia from the Pyeongchang Winter Games.More >>
  • Tokyo returns with Summer Games with something new to prove

    Tokyo returns with Summer Games with something new to prove

    Sunday, February 25 2018 2:59 AM EST2018-02-25 07:59:13 GMT
    (AP Photo/Koji Sasahara, File). FILE - In this April 28, 2017, file photo, a woman looks at the construction site of the new National Stadium for the 2020 Tokyo Olympics and Paralympics in Tokyo. Tokyo used its famous 1964 Olympics to show off a miracu...(AP Photo/Koji Sasahara, File). FILE - In this April 28, 2017, file photo, a woman looks at the construction site of the new National Stadium for the 2020 Tokyo Olympics and Paralympics in Tokyo. Tokyo used its famous 1964 Olympics to show off a miracu...
    Tokyo ready for its second Summer Games determined to show the rest of the world that it has not fallen behind other economic powers in East Asia.More >>
    Tokyo ready for its second Summer Games determined to show the rest of the world that it has not fallen behind other economic powers in East Asia.More >>

By DAVID BAUDER
AP Media Writer

NEW YORK (AP) - While gold medals aren't awarded a quarter of the way into a race, NBC says it is encouraged by how the viewing public has responded to the Winter Olympics from South Korea.

NBC Sports Chairman Mark Lazarus said Tuesday that ratings are exceeding the guarantees that NBC gave to its advertisers which has enabled the network to sell even more commercial time. NBC said before the games it had sold $900 million worth of advertising.

Through five days, the Nielsen company said NBC's prime-time Olympics viewership is down 6 percent from the 2014 games in Sochi. This year's numbers include prime-time programming on the NBCSN cable network and digital streaming, which adds about 2 million viewers each night to the 22 million who watch on the broadcast network. Those extra options weren't available four years ago.

"The Olympics continue to defy media gravity," Lazarus said.

While the viewership is down, it hasn't dropped as much as the conventional television audience. For example, the 10 most popular programs on TV this season average 11.2 million, or 22 percent lower than the 14.26 million for the most popular programs in 2013-14, the Nielsen company said. None of the shows popular four years ago that are still on the air - "The Big Bang Theory," ''NCIS," ''60 Minutes," ''The Voice" and "Blue Bloods" - have a larger audience today.

While Lazarus offered no specifics, he said viewing in some other parts of the day is actually up from Sochi.

Adam Schwartz, an analyst for the ad buying firm Horizon Media, said he's been pleasantly surprised by the early ratings.

"I definitely think they've exceeded expectations given the current climate," Schwartz said.

A network generally holds back commercial time for "make goods" in case the ratings don't hit a confidential target promised to advertisers. That means the advertisers get extra time for free. Since the ratings have exceeded the target - Lazarus wouldn't reveal what it is - so far "make goods" won't be necessary and NBC can take some of that time set aside and sell it.

NBC has said it expects to make money on the games, for which it paid a $963 million rights fee. Extra advertising money can only help that bottom line.

Lazarus said it's encouraging that the prime-time ratings have remained consistent even without many marquee performers. NBC has heavily promoted skier Mikaela Shiffrin, for example, but weather cancellations have kept her off the air. Snowboarder Shaun White appeared Monday night, but not until 11:30 p.m. on the East Coast. To Lazarus, the consistency in audience level indicates that people are turning in for the event more than for personalities.

He predicted that by the time the Olympic flame is doused, Pyeongchang will get more media consumption than any other winter games.

NBC says it has also been helped by showing its evening coverage simultaneously across the country - meaning its 8 p.m. prime-time coverage on the East Coast begins at 5 p.m. out West. Because of the time change, that means extra prime-time coverage out West, which is often filled with live events.

___

More AP Olympic coverage: https://wintergames.ap.org

Copyright 2018 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

  • NationalMore>>

  • 2 dead as severe weather moves eastward through central US

    2 dead as severe weather moves eastward through central US

    Sunday, February 25 2018 3:05 AM EST2018-02-25 08:05:46 GMT
    (Liz Dufour/The Cincinnati Enquirer via AP). A view from the Central Bridge shows the flooding from the Ohio River  Saturday, Feb. 24, 2018 in Cincinnati.  Forecasters expected the Ohio River could reach levels not seen since the region's deadly 1997 f...(Liz Dufour/The Cincinnati Enquirer via AP). A view from the Central Bridge shows the flooding from the Ohio River Saturday, Feb. 24, 2018 in Cincinnati. Forecasters expected the Ohio River could reach levels not seen since the region's deadly 1997 f...
    2 dead as severe weather featuring possible tornadoes moves eastward through central US.More >>
    2 dead as severe weather featuring possible tornadoes moves eastward through central US.More >>
  • Billy Graham's body arrives at namesake library

    Billy Graham's body arrives at namesake library

    Sunday, February 25 2018 2:57 AM EST2018-02-25 07:57:03 GMT
    (AP Photo/Nell Redmond, File). FILE - In this Dec. 20, 2010 file photo, evangelist Billy Graham, 92, speaks during an interview at the Billy Graham Evangelistic Association headquarters in Charlotte, N.C. Graham, who died Wednesday, Feb. 21, 2018, at h...(AP Photo/Nell Redmond, File). FILE - In this Dec. 20, 2010 file photo, evangelist Billy Graham, 92, speaks during an interview at the Billy Graham Evangelistic Association headquarters in Charlotte, N.C. Graham, who died Wednesday, Feb. 21, 2018, at h...
    The Rev. Billy Graham's body will be brought to his hometown of Charlotte on Saturday as part of a procession expected to draw crowds of well-wishers.More >>
    The Rev. Billy Graham's body will be brought to his hometown of Charlotte on Saturday as part of a procession expected to draw crowds of well-wishers.More >>
  • School shooting survivors target NRA-linked companies

    School shooting survivors target NRA-linked companies

    Sunday, February 25 2018 2:56 AM EST2018-02-25 07:56:28 GMT
    (AP Photo/Gerald Herbert, File). FILE- This Feb. 20, 2018 file photo shows Demitri Hoth, right, asking for feedback from Bailey Feuerman, on a letter he is writing to legislators, as they and fellow student from Marjory Stoneman Douglas High School, ri...(AP Photo/Gerald Herbert, File). FILE- This Feb. 20, 2018 file photo shows Demitri Hoth, right, asking for feedback from Bailey Feuerman, on a letter he is writing to legislators, as they and fellow student from Marjory Stoneman Douglas High School, ri...
    Survivors of a mass shooting at a Florida high school are seeking a boycott of companies doing business with the NRA.More >>
    Survivors of a mass shooting at a Florida high school are seeking a boycott of companies doing business with the NRA.More >>
Powered by Frankly
All content © Copyright 2000 - 2018 WDRB. All Rights Reserved. For more information on this site, please read our Privacy Policy, and Terms of Service, and Ad Choices.