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.
March Madness is heading to the Sweet 16 without a handful of top teams. Two No. 1 seeds, Kansas and Purdue, No. 2 seed Arizona and No. 4 seed Virginia are all gone — and gone with them are millions of busted brackets.
A total of 33 states and the District of Columbia now allow at least some form of sports wagering, but the prospects are mixed for expanding sports betting to additional states this year.
March Madness isn’t just about filling out — and later trashing — brackets. There are more ways to bet the field in the NCAA Tournament, an event that will consume basketball fans over the next three weeks.
The University of Alabama is the men's college basketball No. 1 seed overall for March Madness after CBS and the NCAA held their annual Selection Sunday.
Fill out your brackets because March Madness is here! Here is what college basketball fans (and the millions playing office pools) need to know, including the favorites and underdogs, key games and how to watch the women’s NCAA tournament.
Fill out your bracket because March Madness is here! Here is what college basketball fans (and the millions playing office pools) need to know, including the favorites and underdogs, key games and how to watch the men’s NCAA tournament.
