Despite making moves to strengthen its omnichannel ecosystem, NBCU proved to be too fragmented in its coverage of the Tokyo Olympics, confusing consumers and leading to the broadcaster’s lowest-ever Olympics’ ratings. While viewership was forecast to be low due to the continued threat of COVID-19 and the lack of live spectators, viewer frustration was more bad news for NBCU after a disappointing two weeks.
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- What are broadcast rights?
- Why do companies like NBC spend billions on the broadcast rights to live sports like the Olympic Games?
- What are ratings?
- Why are ratings important to broadcast companies?
- Why are they important to event properties or sports leagues?
- Why are they important to advertisers?
- Why do you think ratings were low for the Tokyo Games?
- What is pricing?
- Why is pricing an important function of marketing?
- What are ad rates? How might that provide an example of pricing?
- Based on information from this story, how might this impact ad rates moving forward?