NBCUniversal has struck gold with its coverage of the 2024 Paris Olympics. The network delivered record-breaking ratings and advertising revenue. The Games captivated audiences across platforms, from traditional television to streaming, solidifying NBC’s dominance in sports broadcasting.
A victory across the board
From the most-watched Opening Ceremony since 2012 through the Closing Ceremony, NBCUniversal posted a total audience delivery of 30.6 million viewers, a 82% increase from the Tokyo Olympics, according to data from Nielsen and Adobe Analytics. NBC’s broadcast network extended its dominance, claiming the top spot in primetime for the 152nd consecutive Summer Olympics night.
“From the Opening Ceremony procession down the River Seine through more than two weeks of heart-stopping competition culminating this past weekend with Team USA’s gold rush in men’s and women’s basketball, women’s soccer, and track & field relays, these Olympics have captivated Americans in huge numbers across NBCUniversal platforms. (…) We are thrilled that Americans embraced and enjoyed the Paris Olympics as much as we have,” said Rick Cordella, President, NBC Sports.
Peacock: The streaming champion
Led by Peacock, 23.5 billion minutes of Paris Olympics coverage were streamed, surpassing the combined total of all previous Summer and Winter Olympics. As the exclusive streaming home of the Games, Peacock offered an unparalleled viewing experience with innovative features like Multiview, Live Actions, and personalized recaps.
The platform’s ability to handle massive scale was evident, with up to 60 concurrent live events streamed simultaneously at peak times. More than a quarter of Olympics viewers on Peacock watched via Multiview, with half of the time spent in the featured live events, and half watching in the quad box view. Six of 10 viewers used the Browse by Sport navigation menu in the Olympics hub to quickly dive into a specific sport.
Peacock’s “Gold Zone” feature, which curated key moments from various sports, was a standout success, nearly quadrupling its viewership and becoming a fan favorite.
Lasting halo effect for advertisers
The Olympics also delivered a victory for advertisers, as NBCUniversal secured record-breaking ad revenue, with more advertisers than Rio and Tokyo combined and more than half a billion dollars coming from first-time sponsors.
With a combined reach of 30.6 million viewers across platforms, the Games generated significant lifts in ad metrics, including a 27% increase in ad attention, 44% boost in message recall, 14% higher brand search engagement, and a 17% increase in purchase intent.
And the Olympics proved to be a powerful brand-building platform: Three out of four viewers expressed trust in Olympic advertisers, and two-thirds viewed Olympic ads as more credible than other commercials.
“The Olympics reestablished its unique power to reassemble the American media audience. That shared experience extended over 17 consecutive days across NBC, Peacock, NBCU’s linear channels, and in short form on social and digital channels, as America rallied around the 594 Team USA athletes and their stories. Benefitting alongside the American audience were our Olympic advertisers who believed, as we always have, in the unifying power of the Games,” said Gary Zenkel, President, NBC Olympics.
Innovative coverage
NBCUniversal’s innovative coverage played a crucial role in the success of the Paris Olympics. The network’s commitment to storytelling, combined with the captivating atmosphere of Paris, resonated with viewers. Some of the rebound from Tokyo can also be explained by a more accessible time zone in Paris for American viewers and the absence of Covid (except for Noah lyles!).
Additionally, the increased focus on athlete narratives contributed to the overall appeal of the games. Athletes have been shown having fun on their off days, cheering on their competing comrades and hanging out with the network’s breakout olympics coverage star, Snoop Dogg.
The Olympics also underscored the growing power of women’s sports, as evidenced by the seven-fold increase in social engagement for On Her Turf, NBC Sports’ dedicated platform for women’s athletics.
Looking ahead
NBCUniversal has the rights to the Games through 2032. The next Summer Games will be held in Los Angeles in 2028. The next Winter Games are in Milan in 2026.
