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Surveys show that one in four Americans say their work
productivity has declined since the Games began, and half say
they have rearranged their daily routines in order to watch the
action, the Comcast-owned media company said on Thursday.
"We set a goal to make America unproductive all day long," said
Molly Solomon, executive producer of NBC Olympics Production,
during a press briefing.
As people across the U.S. cancel appointments and sit distracted
at the office, the Olympic excitement is reminiscent of a long
gone era in the world of television, when viewers all watched
content at a specific time.
It's a crucial win for NBCUniversal, which paid $7.65 billion to
extend its Olympics media rights - the largest deal globally -
only to struggle with the PyeongChang, Tokyo and Beijing Games.
All three were in time zones unfavorable to U.S. audiences,
while Tokyo and Beijing had a muted atmosphere due to the
COVID-19 pandemic.
To draw in audiences, NBCUniversal has turned its coverage into
a Hollywood event, bringing in celebrities like singer Beyonce,
comedian Leslie Jones and a group of social media influencers to
promote the Games.
Solomon said it was too soon to say whether the party-like vibe
of Paris would become a permanent strategy for future Olympics
telecasts. But it is clear that viewers were enjoying the
involvement of stars like rapper Snoop Dogg, who is serving as a
special correspondent.
"We've been pleasantly surprised by his popularity," she said.
"But you never underestimate Snoop Dogg."
(Reporting by Sheila Dang in Paris; Editing by Bill Berkrot)
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