After a year of delays, the Tokyo Olympics is finally here.
But the growth in streaming is expected to lower broadcast viewership numbers. About 27.5 million people tuned into the 2016 Rio Olympics each night during Primetime, and around 86 million households had a cable or satellite subscription that year. This time around, the Tokyo Olympics are at least 13 hours ahead of the U.S.' main broadcasting hours, and 11 percent fewer households still maintain their cable or satellite bundles. On top of this, NBC Sports is saving the live feed of several popular sports, including mens' and women's gymnastics and track and field, for its streaming service Peacock in order to drive viewers to the platform.
But despite the protests and concerns over safety during COVID-19, advertisers haven't stopped backing the Games. While sponsor Toyota announced it would pull its ads running in Japan during the Olympics, it is still moving forward with its plans in other countries. In fact, NBC Sports said it has at least 120 advertisers this year, 80 of which are brand new. It is expecting to bring in more than $1.2 billion in ad revenue, which was the last benchmark set by the 2016 Rio Olympics.
"I think it shows a sensitivity to their specific region and a respect, which the Japanese people are known for, so I think it was the right thing to do," said Influencer marketing agency Takumi CMO Kristy Engels about Toyota.
"When you look at the other advertisers out of the major ad sponsors, no one else has pulled out to date so they're all sticking with their existing programs so you'll still see the Toyota ads running here in the U.S.," she added.
Cheddar's Need2Know Podcast for Wed., June 17, 2020.
Cheddar's Need2Know Podcast for Tues., June 16, 2020.
Traditionally around this time of the year, advertisers and agencies attend hours of pitches from media companies featuring their most promising TV shows and marquee events for the upcoming year. Like so many things in 2020, this year is different.
Super Bowl MVP Patrick Mahomes is among more than a dozen NFL stars who united to send a passionate video message to the league about racial inequality.
The NBA’s Board of Governors has approved a 22-team format for restarting the league season in late July at the Disney campus near Orlando, Florida.
The baseball players’ association has given management a wide-ranging response to a 67-page proposed set of protocols for a season to be played during the coronavirus pandemic.
NASCAR drivers will be returning to Darlington Raceway this weekend in South Carolina, but even with those loud engines, it'll be a much quieter racetrack. After a two month suspension due to COVID-19, the racing organization will hold it's first race without fans in the stands or high fives in Victory Lane. Jill Gregory, executive vice president and chief marketing officer at NASCAR, talked to Cheddar Friday.
A person familiar with the decision tells The Associated Press that Major League Baseball owners have given the go-ahead to making a proposal to the players’ union that could lead to the coronavirus-delayed season starting around the Fourth of July weekend in ballparks without fans.
Under 1% of Major League Baseball employees tested positive for antibodies to COVID-19, the illness caused by the new coronavirus. Results were based on 5,603 completed records from employees of 26 clubs.
The Philadelphia Flyers and 76ers are set to offer refunds or credits for unplayed regular-season games at their shared arena because of the coronavirus pandemic.
