Setting the stage for a star-studded Los Angeles Olympics in 2028, networks are already gearing up to apply the lessons learned in Paris to future Olympic broadcasts, ensuring that the excitement only continues to build.
Revitalizing the Olympics Post-Pandemic
The COVID-19 pandemic cast a shadow over the 2020 and 2022 Olympics, with empty arenas and subdued atmospheres, but Paris has turned the tide. NBC’s headquarters in Stamford, Connecticut, where the network produced its coverage, was buzzing with energy throughout the Games, reflecting the rejuvenation of the Olympic spirit. A scale model of the Eiffel Tower and giant Olympic rings set the scene, but it was the impressive viewership that truly brought smiles to NBC executives’ faces.
The Paris Olympics consistently drew over 30 million viewers daily, a stark contrast to the muted response to the Tokyo Games in 2021. According to Nielsen and Adobe Analytics, ratings for Paris surged by more than 75% compared to Tokyo, marking a significant turnaround. Mark Lazarus, chairman of NBCUniversal media group, sees these numbers as a testament to the enduring appeal of the Olympics, especially when backed by innovative coverage strategies.
Key Takeaways from Paris
NBC’s most significant realization from Paris was that allowing viewers to watch events live didn’t cannibalize the primetime audience. Molly Solomon, executive producer and president of production for NBC Olympics, noted that despite knowing the outcomes, viewers were still deeply invested in the athletes’ stories and the drama of the events. “It doesn’t matter if they know the results. They want to know the stories of the athletes and how it played out,” Solomon said.
This insight is especially exciting as NBC prepares for the 2028 Los Angeles Games, where the Pacific time zone will offer even more opportunities for live coverage. Rick Cordella, president of NBC Sports, pointed out that the fear of viewers tuning out if results were known has been largely unfounded. Instead, the combination of live events and enhanced entertainment value in primetime has drawn viewers back in droves.
Innovative Programming and Star Power
One of the standout features of NBC’s Paris coverage was the “Gold Zone,” a Peacock streaming show that whisked viewers from one event to another, offering a dynamic and fast-paced experience. This program resonated with audiences and is likely to become a staple of future Olympics, even as the network continues to innovate.
Another major success was the integration of star power into the broadcasts. Celebrities like Tom Cruise, Tom Brady, and Ariana Grande were featured prominently, adding a layer of glamor and excitement to the coverage. NBC also brought its own celebrities into the fold, with Snoop Dogg serving as a correspondent and Peyton Manning and Kelly Clarkson co-hosting the opening ceremonies. The involvement of these stars not only drew in viewers but also created a sense of community and shared experience.
Looking ahead to the Los Angeles Olympics, NBC plans to double down on these strategies. With LA being a hub for celebrities, the 2028 Games are expected to bring even more star power, both in the stands and on the screen. And while nothing is set in stone, the possibility of Snoop Dogg returning as a correspondent in his hometown is something NBC executives are seriously considering.
The Future of Olympic Coverage
As NBC looks toward the 2026 Winter Olympics in Milan and the 2028 Summer Games in Los Angeles, one thing is clear: the network is committed to continuous innovation. “We’re going to change the times. Look at 2024, look at 2028, moving forward to 2032, we’ll change along with it,” Cordella said, emphasizing the network’s willingness to adapt and experiment.
The success of the Paris Olympics has given NBC a blueprint for the future, but it’s a blueprint that will be constantly evolving. With a focus on live events, star power, and dynamic programming, NBC is set to make the Los Angeles Olympics a spectacle that will captivate audiences around the world.
