What NBC Sports Can Learn From Eurosport’s Approach to Live International Events

Audiences watch live, no matter what time of day or night

The time zone-friendly Rio Olympics was only an hour ahead of the East Coast, but NBC's prime-time ratings still suffered double-digit declines from the 2012 Summer Games in London. That could spell trouble for NBC's next three Olympics, all of which will be held on the other side of the globe: winter 2018 in Pyeongchang, South Korea (13 hours ahead of the East Coast); summer 2020 in Tokyo (also 13 hours ahead): and the Beijing Winter Olympics in 2022 (12 hours ahead).

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.