NBCUniversal’s coverage of the Paris Olympics continues to be a ratings bonanza, with viewership numbers far surpassing those of the Tokyo Games. According to the latest data, the event has averaged 32.6 million viewers, a 77% increase over the 2021 Tokyo Olympics -solidifying the media giant’s position as a dominant force in sports broadcasting, while Peacock continues to shine as a streaming powerhouse.
A winning combination
NBCUniversal’s strategic programming, combining live afternoon coverage with primetime highlights, has been a winning formula. The network’s “Paris Prime” daypart (2-5 p.m. ET) and primetime lineup have captured the attention of millions. Saturday’s competition, featuring star-studded performances from Simone Biles, Katie Ledecky, and Ryan Crouser, delivered a peak of 34.6 million viewers, more than double the audience for the comparable Saturday of competition for the Tokyo Olympics.
Beyond the primetime spectacle, NBCUniversal has also found success with daytime programming. The U.S. men’s basketball team’s victory over Puerto Rico drew nearly 13 million viewers combined across NBC, Peacock, and USA Network, demonstrating the appeal of Olympic basketball.
Peacock, a streaming powerhouse
Peacock, NBCUniversal’s streaming platform, recorded its third-best usage day ever on Saturday, thanks to a combination of Olympics coverage and WWE SummerSlam -behind only the “Peacock AFC Wildcard Exclusive” last January and last Sunday’s Olympics coverage.
USA Network, a top Sports/Entertainment cable network
NBCUniversal’s cable networks have also benefited from the Olympics. USA Network has emerged as the most-watched sports/entertainment cable network during the first week of the competition, driven by strong performances from the U.S. men’s basketball and women’s soccer teams.
Advertisers are cashing in
The strong viewership numbers have translated into significant advertising opportunities. Among the top brands reaping the rewards of their investments, we can find Toyota, Nike, Delta Airlines, Visa and Eli Lilly.
