NBC Lowering TV Ratings Expectations for Beijing Winter Olympics Amid COVID, Human Rights, Timezone Concerns

Claire Atkinson at BusinessInsider: “NBCUniversal is slashing its TV ratings expectations for the Winter Olympics by as much as half, according to three senior marketing sources familiar with the numbers. The media giant, which paid $7.75 billion for TV and digital rights to the Olympic Games through 2032, retooled its estimates after pushback from marketing partners disappointed with the ratings of the Tokyo summer Olympics. “

“Ad agencies are being told to expect a six rating at Beijing — half what the audience guarantees were for the 2018 Winter Olympics in Pyeongchang, South Korea, according to one media agency executive. … One ad executive said NBCUniversal was under pressure to reduce its ratings expectations rather than face the possibility of having to give advertisers make-good ads, as NBCU reportedly had to do after Tokyo, when it had its lowest Summer Olympics ratings ever.”