Despite Streaming Options, Millennial Women Plan to Watch the Olympics on TV

Only 18% will view the games online

The 2016 Summer Olympics are just a few weeks away, and it looks like the TV-friendly time zone of the host city, Rio de Janeiro, will pay big dividends for NBC.

With Rio just one hour ahead of the East Coast, NBC Sports executives have consistently said these games will feature the most live coverage for any Olympics that NBC has been a part of. Despite the digitally-charged media ecosystem that NBC finds itself entrenched in—for the third Olympics in row, NBC will offer every event outside of the opening ceremonies live for digital consumption— it appears that at least one audience demographic is ready to watch the games the old fashioned way, and it's not one most would've expected.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in