Worst. Olympic. Ratings. Ever!
Yes, they may rebound after yesterday's sloppy promotional kiss that NBC provided during their lead up to the Super Bowl. However, all of NBC's promotion of the Winter Games on various cable networks to this point has not garnered many viewers.
Sure, 12 million nightly viewers is nothing to sneeze at but it is roughly half as many viewers of the Winter Olympic Games in South Korea 4 years ago. NBC/Universal faced some of the same issues presenting those games like time zone delays and taped content. Thanks to the stupid internet, some outcomes were also irrelevant due to results being known by the public prior to airtime. Yet people still tuned in.
My brother-in-law and I were wondering why the games that were so appealing to both of us as kids do so little for us now. I loved the Winter Olympics. It seemed exotic to a kid growing up in Western Pennsylvania. I loved the ski jump - likely because of the 'Agony of Defeat' promo on ABC's Wide World of Sports. How could a human fly like that? Or wipe out like that?
And, the bobsled competition! Wow, how I thought maybe I could, someday, parlay my expertise in sled riding down a strip mined hillside into Olympic gold! I was amazed by the ability of the skiers effortlessly weaving through a course down, what was basically, a cliff. The grace of figure skaters. Ski, skate, slide. It was all cool. Magical.
But neither of us have watched a blip this time around. Why? It is not for lack of promotion by NBC which was suckered in to paying $7.74 billion to host the Games through 2032. It is not the 'time delay/tape delay' issue. Maybe it is because the IOC is competing with the NBA, NHL, and NFL seasons. Besides, didn't we just get done with Summer Olympics in August?
The Olympics used to be every 4 years. The Summer Games were followed by the Winter Games. Then nothing. It was amazing and you had to enjoy the moments. Now, there is a lot of competition for eyeballs. Are the Games even necessary? Maybe their time has passed. The world is smaller, more connected.
Maybe we are jaded by all the emotional and dramatic backstories. It seems like the same script for every event. We hear it, or something eerily similar, every broadcast of every sporting event. You can hear the announcer now, 'so & so once stubbed their toe and nearly quit the sport only to shrug off critics & demons of their past to prevail at their dream…yadda, yadda, (yawn) yadda.'
It's the beating of the same melodrama drum every event, every year. What is very impressive is the ability of the athletes, as well as, their drive and determination to succeed. They are special. Maybe it is the quality of coverage and all the cutaways from event to event.
The flow of content can be awful. Plus, very few local, American reporters made the journey to the games so there are very few local or regional story angles being promoted.
Maybe the games are too clinical and sterile this time around. They are definitely not warm and personal. Quote, "It's no secret that athletes in masks, venues without spectators, so much of the passion and excitement, those great moments of Olympic athletes hugging their family and friends and spouses and partners, so much of that magic is just out of necessity not present," said NBC Sports Chairman Pete Bevacqua last week.
Could it be because the games are in Beijing, China? Maybe viewers are just plain disgusted with the tyrannical empire that has not come clean on the deadly pandemic that escaped its borders. The virus left Wuhan only to kill 918,000 on our soil alone.
It shut down the lives and ruined the businesses of the very people expected to lap up every second of coverage. Yes, our political elite did give a half-hearted boycott of these games but that was months after many 'average' Americans said 'screw China and their Olympics.'
Most of the initial coverage we saw about the events came from social media posts of athletes crying about harsh living conditions inside the bubble. The scarcity of nutritious food for the high level athletes. The harsh lockdown measures and daily throat swabbing.
Tales of contestants being whisked to undisclosed locations for isolation following a positive Covid test by apt pupils in hazmat suits. Our Olympians were also asked NOT to take their own phones or logon to bank accounts due to spying by the host government. Also, some would-be viewers are turned off because the host nation reportedly has millions of its citizens locked in forced labor camps.
Their government exacts control over the lives of its subjects. Also, note that some of our biggest stars who were born here & trained here in the US are representing China in these games. Was this for sponsorship deals, pressure, or heritage?
Meanwhile, here in the US there is political and social strife that has led to a decay of civic pride. In this age of 'global citizenship' are we even still allowed to chant "USA. USA. USA." or is that insensitive, unwelcoming, non-inclusive, or even racist? Is it hard for younger generations to root for the Red, White & Blue after being lectured constantly that the United States was founded on hate and is systematically flawed at every level? Will we get 'cancelled' for finding any redeeming qualities that could warrant us cheering on Team USA?
Are the ratings for The Games low because NBC colluded with CBS so that interest in Super Bowl 56 would not destroy or overshadow Olympic ratings? That is why NBC had both the Games and the Super Bowl yesterday. And, man, they hope you stayed tuned after football.
CBS made out on that deal as it aired the Buccaneers/Chiefs Big Game last year. Maybe people are boycotting because of the despicable Super Bowl/Olympic studio anchor Mike Tirico? Nah, just kidding. By all accounts he is a perfect gentleman. One of the most affable people on the planet.
The winter games have always lagged behind the summer games when it comes to ratings. I like them. Hopefully, I get a chance to tune in soon.
Maybe the reason is not racism, politics, payoffs, oppression, commercialism, competition, corruption, collusion, climate change, unnecessary drama & hype, pandemic, totalitarianism, elite rich kids, elite rich sponsors, elite rich IOC bosses, patriotism, education, lack of national loyalties, lack of attendance, lack of interest, or lack of familial bonds at these games.
Maybe it is none of that. What does every other northerner over age 45 complain about every January through March? Winter! Maybe 'no one' is watching because most people do not seem to like being cold regardless of the fact that they are viewing it from the warmth of their living room.
Kevin Battle never medaled in sled riding. He did work at the warm Summer Games in Atlanta. Battle is cohost of the KDKA Radio Morning Show with Larry Richert. It airs M-F 5a-9a on Pittsburgh's 100.1FM & AM1020 KDKA or on the free Audacy app. Ask your smart speaker to: 'Play KDKA.' Thank you.
