Ratings for the Olympic Games opening ceremony were down 36% compared to 2016, according to preliminary numbers from NBC Universal. From a report: The figures for the Tokyo Games event mark the lowest audience for an Olympics opening ceremony event in over three decades, per Reuters. Roughly $1 billion has been spent on advertising around the Olympics. Ratings are the only real metric marketers can use to justify much of that spend. About 17 million people watched the event on broadcast and streaming, according to NBC. Early broadcast numbers suggest some 10 million people watched the event on linear TV. By comparison, about 26.5 million people and 27.8 million people tuned in to the Olympic opening events in Rio in 2016 and Pyeongchang in 2018, respectively. Some of this is out of NBC’s hands. Without fans in the stands, the content may not be as compelling to viewers this year as it has been in the past. Some reviews of the opening ceremony pegged it as downbeat compared to previous ceremonies, others described it as boring.
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