NBC Chases Millennials With Every-Viewer-Counts Olympic StrategyBy
Guarantee to sponsors says online, TV audiences are all alike
Two years ago in Rio, streaming soared while home viewing sank
Two years ago, NBC’s Summer Olympics audience in Rio fell sharply, especially among millennials, forcing the broadcaster to give advertisers free airtime to make up for the shortfall.
This year, for the winter games in South Korea, the network hopes to avoid a similar fate by selling commercials a new way: based on total viewers regardless of how they’re watching. So whether a fan is following figure skating on the NBC broadcast channel or tuned into curling online, that person will count the same toward the audience NBC is promising to advertisers -- and cost the same for a marketer to reach.