Analysis for 'NBC Sports'
Tuesday, August 14, 2012, 10:38 AM ET|Posted by Will Richmond
NBC was justifiably crowing late yesterday that the London Olympics was the most-watched TV event in U.S. history with 219.4 million viewers, but a more profound long-term takeaway from this year's games is that digital distribution of most of the competitions did not seem to hurt tape-delayed on-air viewing at all.
That was not a foregone conclusion, and given the billions in broadcast rights fees it paid, NBC made a sizable bet that with most competitions live-streamed and available on-demand, audiences would still tune in during ad-rich, prime-time hours, despite already knowing (or having seen) the results. The impact of digital distribution could have gone wrong, driving lower prime-time ratings, creating disgruntled advertisers and embarrassing NBC Sports executives. The fact that it didn't buttresses the argument that for sports in particular, digital delivery is a compliment, not a substitute, for on-air.
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