Comcast's NBCUniversal expects to generate record profits from coverage of the Rio Olympics despite lower ratings compared to the games four years ago. Bobbi Rebell reports.
Comcast's NBCUniversal says it'll earn record profits from coverage of the Rio Olympics, despite ratings that are lower than four years ago. An average of 30.3 million people have watched NBC's television networks and digital platforms during prime time on each of the first five days of competition, according to Nielsen data provided by the network. That's an 8.6 percent drop from the audience watching NBC during the 2012 London Olympics, raising questions about why the audience is shrinking. Mike Bako, sports editor at DailyNational.com. (SOUNDBITE) MIKE BAKO, SPORTS EDITOR, DAILYNATIONAL.COM, (ENGLISH) SAYING: "Four years ago, most people were probably just going straight to NBC on broadcast television. Now, they can go and watch it streaming on NBC Sports. They can watch the highlights from their Twitter of Facebook feeds, or, when something really interesting happens, they can watch it on Vine or Instagram clips. So, the way that people are consuming the content has completely changed over the last four years, but the amount of people that are actually consuming and being aware of it is probably still the same if not even higher." The media company had sold $1.2 billion worth of ad time on its TV networks and digital outlets before the games in Rio opened last Friday. It has added $30 million more since then. It paid about $12 billion for the U.S. rights to broadcast Olympics Games through 2032.