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.
On VF Hive, we're joined by the crew at Vanity Fair's Hive to discuss Oprah's White House ambitions and Steve Bannon's next moves. Then on Between Bells, we break down the new allegations against James Franco and the Lavar Ball drama sweeping the NBA.
The most talked about person in the NBA isn't even in the NBA. FHM Magazine's Nick Dimengo discusses the media firestorm surrounding Lavar Ball and his increasingly outspoken comments about his son's team, the Los Angeles Lakers.
Chris Heck, president of business operations for the Philadelphia 76ers, discusses the NBA playing a game in London. He also talks the league's jump into esports.
The Philadelphia 76ers' President of Business Operations, Chris Heck, says that the NBA is a "truly international league."
The first tip is to not have an ego, "accept what you're not good at, and get help with those things."
2017 was not an easy year for Under Armour, as the stock fell over 50%. Jim Mollica, Head of Global Consumer Engagement and Digital Marketing at Under Armour, discusses how the company is using technology to revitalize the brand.
CEO and Founder of Chat Sports James Yoder talks Trump and the thrilling NCAA Football national championship. Yoder says some fans were delayed getting into the stadium by as much as 45 minutes thanks to the President's presence. Traffic also came to a standstill in downtown Atlanta.
College football championships kick off Monday evening. Alabama's Crimson Tide is taking on the Georgia Bulldogs. Last week's semifinals achieved one of cable history's highest viewerships, and ESPN saw double digit audience growth year-over-year. ThePostGame.com Senior Editor Jeff Eisenband and FiveThirtyEight's Senior Sportswriter Neil Paine explain their expectations for the final.
Professional Bull Riders is celebrating its 25th season with a huge event at Madison Square Garden January 5th. Sean Gleason, CEO of Professional Bull Riders, and two-time World Champion bull rider J.B. Mauney, aka "the John Wayne of PBR", join Cheddar to discuss the fast-growing sport.
Kalanick sells Uber shares, and Apple admits vulnerability. Plus Michael Wolff's controversial book "Fire and Fury" hits shelves today, and the east coast digs out from the "Bomb Cyclone."
