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.
Barstool Sports CEO Erika Nardini joined Cheddar's Kristen Scholer to discuss plans for the future even as COVID-19 upended Barstool's sponsorship of the Arizona Bowl featuring the Boise State Broncos and the Central Michigan Chippewas due to the spreading omicron variant. "In our case as a company, coronavirus has been a big boom for us," she noted. "We've been able to create a lot of new programming, launch a lot of different personalities, and frankly take share from traditional media, and that's what we've done the entire pandemic." While she admitted to taking a hit on the canceled Bowl game, live events aren't completely off the table for Barstool in 2022. Nardini also talked about potential sports betting expansion following its partnership with Penn National Gaming.
Five women have been named to the U.S. short-track speedskating team for the 2022 Beijing Olympics. Among those five, there was only one returning Olympian of the group, Maame Biney, who competed in the 2018 Olympics as the first African-American woman to ever qualify for the U.S. short-track speedskating team. JD sat down with Biney to discuss how she's preparing for the games.
Eric Mitchell, Sports Analyst and President & CEO of LifeFlip Media, breaks down the updated rules around testing in the NFL and outlines how vaccinated players are impacted by new return-to-play guidelines.
Carlo and Baker kick off the weirdest week of the year with all the news you missed over the holiday weekend, including calls for the CDC to shorten its isolation window as Omicron sweeps through the country.
The 2022 Winter Olympics will be without some of hockey's biggest players. The NHL and the NHL Player's Association have agreed to not participate in the men's hockey tournament at the Games in Beijing next year. The league has been forced to postpone some games because of a rise in COVID-19 cases among players. Washington Post sports reporter Samantha Pell joins Cheddar News' Closing Bell to discuss what this could mean for the Winter Olympics and the sport of hockey.
Former professional tennis player Patrick McEnroe joined Cheddar to discuss the troubling issues surrounding player Peng Shuai who appeared potentially to have been silenced following her social media post accusing former Vice-Premier Zhang Gaoli of sexual assault. Shuai's subsequent disappearance, reappearance, and apparent retraction of the accusation in an interview only added to worries. "When this happened, all of us in the tennis community were very concerned. And, by the way, another thing Peng said in this interview was that she doesn't speak very good English," McEnroe noted. "Well I can assure you, she speaks darn good English, 'cause I spoke to her on many occasions over the last 15 years."
Carlo and Baker cover the heartening news on the Covid front ahead of the holiday, plus President Biden punting student loan repayments again, a new space telescope and Love, Hate, Ate: Christmas Eve Eve Edition!
The boys discuss President Biden's plans to send out free rapid tests as the testing supply chain starts to buckle ahead of the holidays. Also, why aren't Americans having more babies, and The Matrix returns.
