Olympic ratings plummeted, United States largest television station NBC still make-Olympic Games, NBC, ratings-IT information
As the games draw to a close, ratings and statistics have been released. According to intelligence agencies ' statistical data compiled by Bloomberg show, Rio Olympics broadcasting ratings in the 18-to 49-year-olds falling in 25%. It bears testimony to United States NBC Universal CEO Steve Burke guesses: "imagine one day when we wake up, ratings fell 20% all of a sudden, it's going to be a nightmare. My guess is that Millennials are turning to Facebook and Snapchat platforms, they don't even know the Olympics is coming to me. ”
Traditional TV people grow old
NBC is the United States one of the three major television stations, is United States's oldest television station. So bad although the fact that there is no Burke, but it is not much different from. According to intelligence agency Bloomberg data, NBC prime-time Olympic sports 17% drop in ratings than the London Games four years ago, 18-to 49-year-olds ratings slipped 25% this since 2000, ratings for the summer Olympic Games for the first time. Also means Olympic viewing crowd is getting older, which is what advertisers don't want to see, advertisers want to reach to the whole younger Millennials.
NBC spent $ 12 billion won by 2032 Olympics United States the exclusive broadcasting rights, is to bet on sports live influence. Other broadcasters, including Disney's ESPN, 21st Century Fox, Time Warner and CBS are committed to long-term broadcast of football, basketball, and football.
Olympic ratings plummeted past seems taken for granted the fact has been questioned: are all influential visibility live sports will hold forever? in games, for example, some professionals believe that games are not United States top-rated sports events, but its global influence should not be underestimated. Senior sports industry Gong Hua told CBN reporter says: "American viewing habits is a professional League, Olympic fever is not high, in addition to some popular track and field or swimming ratings may be higher, but China is not the same, is still of great concern to the people of the Olympic Games sports events. But in Europe, the visibility of the games will be increased with the increasing gold medals. ”
Make sure of is that many sports are popular for a long time, such as every February United States held Super Bowl attracts more than 112 million viewers, that throughout the history of television is the third-rated sports program. However, some of the sport's ratings have been slipping. United States campus North Carolina men's Basketball Championship over 37% drop in ratings this year than the same period last year, but the audience remained 74340 people.
One reason for the decline in TV ratings is a sports fan's age began to increase. According to statistics from blog Stratechery founder Ben Thompson over the past 10 years NFL (United States National Football League) and the MLB (United States major league baseball) broadcast viewing population average age has increased by 5 years and 7 years old. "Movement in the younger crowd is no entrenched concepts. "Research firm BTIG Research Analyst Brandon Ross said," it was other entertainment, including video games, eSports, and Snapchat were replaced by these Web content. ”
Network attracting "Millennials"
NBC Sports President Mark Lazarus said NBC hopes viewers of different viewing options, profit from investment in Olympic Games. NBC this year, for instance, had up to 6,000 hours of live webcast and allows United States Snapchat channels of news aggregator site BuzzFeed running games.
As of Tuesday, NBC said NBC Sports App and website streaming unique visitors reached 78 million, 24% London Olympics up than they were four years ago. On television, though NBC's ratings decline, but still better than its competitors. "NBC television viewing population, ages 18 to 49 years old viewers more than our three competitors combined. "Lazarus," says global 98% of viewers still watching television broadcasts of the Olympic Games, but we also take into account the youngest millennial generation, Prime time is usually their own time (My time), they want to watch the game in their own way, which is why we have to constantly adapt to these people's viewing behavior, let us broadcast channels become more diversified. ”
Time Warner's Turner (Turner) CEO John Martin said: "also need to be very careful to balance, because live will take part which originally belonged to the TV network traffic. "He further said webcast can potentially dilute the linear network views. "And perhaps it is because Internet content is relatively small, people finally are forced to go back to watching on TV, I don't know if this will in turn improve television ratings. ”
Lazarus was part of the NBC Sports agreed, but he said: "if NBC did not take live streaming media, paper media will say that we do not hide content, so we must seek the best balance. "PPTV sports Lou Chen, Chief Content Officer of CBN reporter says:" copyright in the Olympic Games on NBC, do sites can live only by NBC's website, other television stations and websites can only broadcast news, or delay. ”
This year during the Olympic Games, CCTV has launched on the CNTV owned site network broadcast of the Olympic Games. In this regard, Gong Hua said: "network mainly responses to TV ads this year, CCTV broadcast European Cup, the Olympic Games in hand, no distribution to another, because special attention to protect their exclusive interest in advertising. "He also said that quality still can't currently webcast and television. "This is why PPTV, such companies have been promoting their own television sets. ”
"NBC network advertisers asking price 50% more than television, because Internet users are younger, is an advertiser wants to reach the millennial generation groups. "Lazarus said," but we both ads are selling very well. "NBC said London's revenue was about $ 120 million, Rio sold advertising at the Olympics this year over 10 times, more than $ 1.2 billion, so profits will be much higher than four years ago.
Advertising buyers said Andy Donchin, Amplify US native Chief Investment Officer: "the Olympic effect is huge, although the quality of the audience may not have used, but in such a fragmented media age, crowds of Olympic viewing numbers overall are still very substantial. We will continue to buy ads to reach more people. ”
However, due to the decline in TV ratings, NBC had to give free commercial time to advertisers to compensate for insufficient user uptime. NBC promised ratings are 21 million United States households average power rates, but as of last week, people familiar with the data said, power the rate of 18.2 million. Advertising company Deep Focus founder Ian Schafer said, "NBC has two years to find out the laws of economics. "Korea PyeongChang Winter Olympics to be held two years later.
奥运收视率暴跌，美国最大电视台NBC仍然大赚 -
奥运会,NBC,收视率 - IT资讯
随着奥运会临近尾声，收视率统计也陆续出炉。据彭博情报机构统计的数据显示，里约奥运会直播收视率在18岁至49岁人群中下滑25%。这印证了美国NBC Universal CEO Steve Burke的猜想：“试想有一天我们醒来的时候，收视率一下子下滑20%，这将是一场噩梦。我的猜测是千禧一代都已经转向了Facebook和Snapchat的平台，他们甚至不知道奥运会已经来到。”
传统收视人群变老
NBC是美国三大电视台之一，也是美国历史最悠久的电视台。虽然事实没有Burke想象的那么糟糕，但是也相差不远了。根据彭博情报机构统计的数据，NBC黄金时段奥运体育赛事的收视率比四年前伦敦奥运会下滑17%，18岁至49岁人群的收视率下滑25%，这也是2000年以来，夏季奥林匹克运动会收视率的首次下滑。同时意味着奥运会的收视人群正在变老，这是广告商所不愿意看到的，广告商更想触及的人群是年轻的千禧一代。
NBC花了120亿美元拿下了到2032年为止的奥运会美国独家转播权，就是为了赌体育直播赛事的影响力。其它的广播公司，包括迪士尼的ESPN、21世纪福克斯、时代华纳和CBS则致力于长期的足球、篮球和橄榄球运动的转播。
奥运收视率的暴跌让过去一个看起来理所应当的事实受到了质疑：是否所有具有影响力的体育赛事直播的受关注程度都会永远保持下去?以奥运会为例，一些专业人士认为，奥运会从来都不是美国收视率最高的体育赛事，但它在全球的影响力不可小觑。资深体育业内人士龚华对第一财经记者表示：“美国人的收视习惯是看职业联赛，对奥运会的热度一向不高，除了一些热门的田径或者游泳比赛收视率可能会高些，但是在中国就不一样了，奥运会仍然是老百姓十分关注的体育赛事。而且在欧洲，奥运会的受关注程度也会随着金牌数的增加而递增。”
让人确信的一点是，很多运动还是会长时间持续风靡下去，比如每年2月美国举行的超级碗吸引着1.12亿的观众，这在整个电视历史上都是收视率排名第三的体育赛事节目。不过也有些运动的收视率一直在下滑。比如美国北卡莱罗纳州校园男篮冠军赛今年的收视率就比去年同期下滑超过37%，但是现场观众人数依然达到了74340人。
电视收视率下滑的一个原因是运动迷的年龄开始增大。根据博客网站Stratechery创始人Ben Thompson的统计，过去10年NFL(美国国家橄榄球联盟)和MLB(美国职业棒球大联盟)赛事直播的收视人群平均年龄分别增加了5岁和7岁。“运动在年轻一代的人群中没有根深蒂固的概念。”研究机构BTIG Research分析师Brandon Ross表示，“它被其它的娱乐项目，包括电子游戏、电竞和Snapchat这些网络内容所替代了。”
网络吸引“千禧一代”
NBC Sports主席Mark Lazarus表示，NBC希望通过给观众不同的收视选项，从奥运会的投资中盈利。比如今年NBC就进行了长达6000小时的网上直播，并且允许美国新闻聚合网站BuzzFeed运营奥运会的Snapchat频道。
截至到上周二，NBC称NBC Sports的App和网站流媒体直播的独立用户数量达到7800万，比四年前伦敦奥运会上升了24%。电视转播方面，尽管NBC收视率下滑，但仍然好过其竞争对手。“NBC电视转播的收视人群中，18岁至49岁的观众数量比我们三家竞争对手加起来还多。”Lazarus表示，“全球奥运会98%的观众仍然是收看电视转播的，但是我们也考虑到年轻的千禧一代，黄金时段通常是他们自己做主的时间(My time)，他们希望以自己的方式观看比赛，这也是为什么我们要不断去适应这些人群的收视行为，让我们的转播渠道更加多样化。”
时代华纳旗下特纳(Turner)CEO John Martin表示：“电视台也需要非常谨慎地去平衡，因为网络的直播会分走一部分原本属于电视的流量。”他进一步说道，网络直播会潜在地稀释线性网络的观看率。“而且或许是因为网上的内容会相对较少，人们最后还是被迫要再回到电视上观看，我不知道这是否会反过来提高电视的收视率。”
NBC Sports的Lazarus对此表示部分赞同，但是他说道：“如果NBC不采取流媒体直播，那些纸媒又会说我们藏着内容不发，所以我们必须要寻求最好的平衡。”PPTV体育首席内容官娄一晨对第一财经记者表示：“奥运会版权在NBC手上，要做网站直播也只能由NBC旗下网站才可以，其它电视台和网站只能播新闻，或者延时。”
今年奥运会期间，央视也在旗下CNTV网站上推出网络奥运直播。对此，龚华表示：“网络对电视的冲击主要反应在广告上面，今年中央台把欧洲杯、奥运会直播都握在手中，没有分销给别家，就是因为在广告方面特别注意保护自己独家的利益。”他还表示，目前网络直播的质量肯定还是无法和电视比。“这也是为什么像PPTV、乐视这样的企业一直在推广自己的电视机。”
“NBC对网络广告商的要价比电视要高出50%，因为网络的用户更加年轻，是广告商希望触及到的千禧一代群体。”Lazarus表示，“但是我们两个平台的广告都卖得非常好。”NBC方面透露，伦敦奥运会的收入约为1.2亿美金，今年里约奥运会卖出去的广告翻了十倍，超过12亿美金，因此利润也将比四年前高很多。
广告买主Amplify US首席本土投资官Andy Donchin表示：“奥运会的效应还是巨大的，虽然观众的质量可能没有过去高了，但是在这样一个碎片化的媒体时代，奥运的收视人群数量总体还是非常可观的。我们会继续买广告，以触及更多的人群。”
但是由于电视收视率的下滑，NBC不得不送一些免费的广告时间给广告商，以弥补用户开机时间的不足。NBC承诺的收视率是2100万美国家庭的平均开机率，不过截至上周，知情人士数据称，开机率仅为1820万。广告公司Deep Focus创始人Ian Schafer表示：“NBC还有两年时间来找出经济学规律。”韩国平昌冬季奥运会将于两年后举行。