Winter Olympics In China Headed For Historic Low In TV Ratings In U.S.

Most Americans are not watching the 2022 Winter Olympics in China and the ratings prove it.

This should not come as a huge surprise. People are tuning out because of the human rights abuses being committed by China and probably because of COVID as well.

China is not very high on anyone’s popularity list.

Bloomberg News reports:

NBC’s Winter Olympics Ratings Are Heading Toward a Historic Low

As the Winter Olympics near the halfway point, NBC’s viewership is nearly half of what it was four years ago and is on pace to be the lowest in the event’s history.

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An average of 12.3 million nightly viewers per day have watched the Winter Olympics on Comcast Corp.’s NBCUniversal TV and streaming channels through Feb. 8. That compares with about 23 million viewers at the same point for the 2018 games in PyeongChang, South Korea, according to an NBC spokesman.

NBC anticipated about 40% fewer viewers than four years ago and cut its ad rates by a similar amount, according to people familiar with the matter. The network was trying to avoid what happened during the Tokyo games last summer, when the ratings fell below what it had guaranteed. That hurt NBC’s potential revenue because the broadcaster had to give additional commercial time to advertisers to make up for the shortfall.

So far this week, NBC’s Olympics viewership is roughly on par with what it promised, said Adam Schwartz, director of sports media at Horizon Media.

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“Do I want the ratings to be down 40%? Absolutely not,” said Schwartz, whose clients bought commercial time during the games. “But I don’t think it’s a cause for panic about the Olympics whatsoever.”

This is definitely not happening by accident.

People are voting with their remote controls.



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