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.
From the environment to income inequality, many issues can be seen through the lens of our favorite athletes and teams. In this episode, we’re exploring the world of sports.
Ariel Epstein, Sports Betting host & analyst at Yahoo! Sports, joins Cheddar Bets to share her favorite prop bets and her best picks in the NFC Wild Card Round.
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Joe Osborne, Sports Betting Analyst for Odds Shark, dishes out his insight for how to approach a week where some teams choose to sit out their star players.
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Retired gymnast Nia Dennis went viral last year after a video of her gymnastics floor routine highlighting Black excellence gained traction on social media. Now the athlete and UCLA graduate is partnering with juice and plant-based foods company Pressed to promote health and wellness in the new year. "They have helped me start this year off strong and start living a healthier lifestyle," she said.
Apple TV+ is in serious talks for the rights to stream MLB games next season, the first foray into sports content for the platform, according to the New York Post. Lee Berke, president and CEO of LHB Sports, sat down with Cheddar to discuss how such a deal might impact the tech giant and the sports content industry. "Quite often with new media platforms one of the quickest ways to create and implement a programming strategy — and actually one of the most expensive ways — is to offer up sports content," Berke noted. "So, with this package available, it puts Apple literally in the game and gives them an opportunity to demonstrate their skills in offering up a major league sport."
Iain MacMillan, Senior Editor BetSided, joins Cheddar Bets to break down betting underdogs in NCAA Basketball Conference play and the favorites for the Wooden Award.
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COVID-19 continues to impact the world of sports, and most significantly, the NHL. The world's premier hockey league has postponed a total of 104 games so far this season, and a spike in omicron infections has led to a surge in postponements in recent weeks. This comes after the NHL went dark for six days in December because of a COVID-19 outbreak, and after the league decided not to have its players participate in the 2022 Beijing Olympics so it can use the time to reschedule postponed games. Yahoo Sports NHL reporter Justin Cuthbert joined Cheddar News' Closing Bell to discuss.
