30 March, 2017
Almost 35 million Snapchatters in the USA consumed NBC's Rio Olympic coverage on Snapchat, totaling over 230 million minutes of consumed content.
Speaking to press on Wednesday afternoon, Dan Lovinger, exec VP-advertising sales, NBC Sports Group, said ad sales for the Winter Games are pacing ahead of where they were four years ago leading into the Sochi games. The network explained the decision to the New York Times. Almost 35 million Snapchatters - the vast majority under 35 - accounted for more than 230 million minutes of consumed content, NBCU says.
In 2016 Summer Olympics, NBC broadcasted most of the events live, but insisted on tape delays on few popular events like competitions with big-name athletes and the opening ceremonies.
NBC owns the TV and digital rights through the 2032 Olympics.
The events will be broadcast across all NBC Universal networks and streamed live on NBCOlympics.com and the NBC Sports app on mobile devices.
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Bell noted that there is a chance NBC could go live coast-to-coast for the 2020 Olympics in Tokyo and the 2022 Winter games in Beijing. A dedicated BuzzFeed team on location in Pyeongchang will co-produce that content.
Mr. Lovinger said NBCU's deal with Snapchat was struck too close to the Rio Games to fully capitalize on advertising opportunities.
This means for KING 5 viewers, daytime coverage will begin at 7 a.m. Primetime will start at 5 p.m., and late-night (being titled Primetime Plus) will begin at approximately 9:30 p.m.
Jim Bell, president, production and programming for NBC Olympics, told the Los Angeles Times that making the Games live coast-to-coast is a way to address evolving viewer habits while "reasserting" television's status as the preeminent medium for coverage.