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.
Carlo and Baker cover the latest developments after a devastating tornado outbreak over the weekend, plus an eye on Omicron and inflation, and not even Spielberg can save the box office.
Carlo's joined by a quarantining Baker to discuss the headlines from the weekend as Omicron spreads like wildfire, Manchin kills Biden's signature bill and Spider-Man throws a lifeline to the box office.
Cheddar has been covering the biggest news of the week with some of the biggest names in the biz. In case you missed it, we've pulled together some of the highlights that will keep you informed as we get ready for the week ahead.
Chalkboard is the first platform for sports bettors fueled by real betting data with a unique social platform that provides seamless real-time bet tracking, score updates, and social interaction between sports fans. Ted Mauze, co-founder & CEO of Chalkboard, and Saniyah Lawson, NBA sports betting influencer & Chalkboard NBA community manager, join Cheddar News.
Sports streaming giants, such as Disney Plus and ESPN, have expressed interest and intent in adding sports betting features to their platform. As sports betting has increasingly become more mainstream, it's no surprise that businesses want to get in on the benefits these betting features have to offer. Alan Wolk, the co-founder of TVREV, joins Cheddar News.
Cheddar senior reporter Michelle Castillo dives into the aftermath of what the NCAA's changing stance on student-athletes profiting off of their name, image, and likeness.
