NBC's "disappointing ratings are now raising questions,
especially among some advertisers, as to whether the
Olympics is still a marquee event," according to Joe Flint
of the WALL STREET JOURNAL, who writes, "All this [is]
causing big headaches for NBC." Nike Senior Communications
Manager Scott Reames said, "We are concerned from a purely
financial standpoint that we have spent a certain amount of
money to reach a certain amount of viewers." Flint notes
that "young men are fleeing" the Games "in great numbers."
Nielsen Media Research says that 51% fewer men in the 18-34
age demo are watching the 2000 Games compared with '96. A-B
VP/Corporate Media & Sports Marketing Tony Ponturo: "We do
have some concern that the male consumer seems to be a
secondary priority when it comes to Olympic-programming
choices being made" (WALL STREET JOURNAL, 9/22). DAILY
VARIETY's Paula Bernstein cites media buyers and industry
analysts as saying that the concern over the ratings drop
"has been exaggerated." Bernstein: "In the context of the
primetime environment, the Olympics are doing proportionally
better than they had done in the past years." Media Edge
Broadcast Division President Bob Igiel: "The Olympics
continue to deliver higher numbers than average television."
But Bernstein notes in the 18-49 demo, the Games are
averaging an 8.9 rating, down 39% from Atlanta, 31% from
Barcelona and 17% from Seoul (DAILY VARIETY, 9/22). In
Chicago, Ed Sherman: "Stories saying nobody is watching the
Olympics are dead wrong" (CHICAGO TRIBUNE, 9/22). See (#17).
NBC'S EXCLUSIVITY HURTING OLYMPIC MOVEMENT? In L.A.,
Larry Stewart: "NBC may be killing the Olympic movement. ...
Maybe the worst thing NBC is doing is turning the Olympics
into a minor event for other television news outlets." By
limiting the amount of time other media outlets can show
Olympic highlights, NBC has "pretty much taken" out TV's
ability to generate buzz about the Games. ESPN Senior
VP/News Operations Bob Eaton: "I understand NBC paid a
tremendous amount of money for the rights to the Games and
needs to protect those rights. But I think this tack hurts
the Olympics in the long run." FSN Exec Producer Scott
Ackerson: "I agree that NBC is hurting the Olympic movement.
Essentially, what NBC has done is eliminate the possibility
of showing anything until 48 hours later, so what's the
point?" KABC-ABC Bill Weir said, "Our hands are tied. I
feel like the swimmer from Equatorial Guinea. All I can do
is dog-paddle" (L.A. TIMES, 9/22). In CA, Bob Padecky
writes that NBC's tape-delay coverage "is killing" the
Olympics "because it is killing our right to be surprised."
Padecky: "NBC is taking the greatest show on earth and
reducing it to 'NFL Films'" (Santa Rosa PRESS DEMOCRAT,
9/20). Syracuse Univ. Center for the Study of Popular TV Dir
Robert Thompson: "[NBC is] turning this thing more into soap
opera than sport. They are just trying so hard, it's
bordering on parody. Instead of tearing up, people are
bursting out laughing." He adds the "golden age of Olympics
may be nearing an end. Maybe then, they'll just put it on
ESPN where it belongs" (PHILADELPHIA INQUIRER, 9/22).
