Tokyo Olympics Primetime Ratings Stumble, But NBCU Still Eyes Big Ad Revenue

Brand metrics are up for Games spots—though makegoods are already in the works

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The Tokyo Olympics are not immune to the decline in ratings that have plagued other major sports and entertainment events during the past year, with the Games’ early primetime ratings down approximately one-third compared to the 2016 Rio Olympics.

Friday’s opening ceremony was watched by around 17 million U.S. viewers, a figure that includes audiences who watched it live in the morning and the approximately 12 million who saw Friday’s prime time rebroadcast. That’s a 36% drop from the 26.5



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