Tokyo Olympics Boost Comcast: Will Beijing 2022 Do The Same? – Quartz

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The Tokyo 2020 Olympics, held in 2021 due to the pandemic, have been a successful but low-key affair. With the 2022 Beijing Winter Olympics set to kick off in February, less than eight months after the last event closed, some wonder who outside of China is eagerly awaiting these games.

The Tokyo Olympics were limited by a pandemic that forced some athletes to drop out of the games and exclude live audiences from competitions. As a result, in addition to their economic and health concerns, many home viewings just weren’t interested. Scores for the Tokyo Olympics are down 42% from the 2016 summer game in Brazil.

“We’ve had some bad luck,” NBCUniversal CEO Jeff Shell said on a conference call with analysts and investors towards the end of the games this summer.

However, the low number of viewers did not have a significant impact on the company’s results. NBC’s 140 game sponsors brought the broadcaster $ 1.8 billion in revenue, according to the quarterly earnings report released by Comcast, the network’s parent company, last week. That’s an increase of about 12% from the last Summer Olympics in Brazil, which brought in $ 1.6 billion for the company. The drop in ratings did not impact the company’s ad revenue as the network served ads across multiple platforms, including video streaming, according to Adweek.

Given these numbers, it’s no surprise that Comcast is an enthusiastic supporter of the Beijing games, although viewers aren’t necessarily guaranteed, and political concerns regarding human rights issues, as well as the current situation of covid-19, continue from the shadow of the event.


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