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.
Today, Apolo Ohno is much more than a former Olympian. He's an entrepreneur, sports analyst, speaker, and New York Times bestseller. His latest book, 'Hard Pivot,' is a guide for any person learning to adapt or wanting to reinvent themselves, just as Ohno did over a decade ago. Ohno joins Cheddar News to discuss.
Dr. Brian Moore, CEO & Co-founder of sports performance and technology company Orrecco, joins Cheddar Innovates to discuss how the @thlete platform is helping pro athletes and Olympians improve their performance, and what the future of tech in the world of sports may look like.
A six-year battle over equal pay has finally come to an end-- as U.S. Soccer and The United States Women's Soccer Team have agreed to settle their lawsuit. Under the terms of the deal, the athletes will receive $24 million from U.S. Soccer, and a pledge from the federation to equalize pay for the men's and women's national teams. Lily Roberts, Managing Director of the Poverty to Prosperity Team at the Center for American Progress joined Cheddar's Opening Bell to discuss.
In a thrilling overtime finish, 23-year old NASCAR driver Austin Cindric clinched the 64th annual Daytona 500 win. Narrowly beating out legendary race car driver Bubba Wallace, Cindric earned his very first NASCAR cup series victory, and became the second youngest driver to win The Great American Race. Daytona 500 Champ Austin Cindric joined Cheddar's Opening Bell to discuss his historic victory.
As we celebrate Black History Month, Cheddar is highlighting prominent Black Americans who are carving their own historic paths and trailblazing in their fields. Today we feature athlete and activist Colin Kaepernick.
The NBA's Golden State Warriors recently announced a relaunch of their SuiteXchange platform, which allows owners to resell luxury suites or rent them out for individual games. Brandon Schneider, team president and COO, joined Cheddar to relay the details of the renewed program and what buyers and sellers can expect. "The Warriors don't determine the price. The seller and the buyer really do. And that's actually one of the unique features on SuiteXChange," he said. "So, if the seller wants to set the price at $10,000, making up a number, the buyer can buy it for $10,000 or they can make an offer for something less than that."
The horse known as Medina Spirit has been stripped of its first-place title at the 2021 Kentucky Derby after testing positive for a banned substance with trainer Bob Baffert receiving a 90-day suspension. Second place finisher Mandaloun has been named the winner instead.
Jamaican Olympic alpine skier Benjamin Alexander joins Cheddar News to discuss his first Olympic appearance and creating more opportunities for diversity in the sport.
