Ratings down has nothing to do with cultural relevance
There is a multitude of issues:
- Poor coverage. NBC runs too many ads, no sense of what events have been going on and barely any sense of what is coming up. It comes across extremely random.
- Difficult and unclear streaming options. The first night trying to figure out how I can simply watch the events was a pain
- No crowds make everything feel like it is taking place in a vacuum, zero energy
- No real marketing, media production leading up to the events
- Poor storylines. Not setting up/building storylines, seemingly trying to build them all in "real time"
Completely avoidable. Here are some simple ways to fix it or how it could have been fixed for these Olympics
- Straightforward streaming options. Partner with a company like Youtube for example, make it a two week package, one free but limited coverage, another for a low price but with ads and third a premium package with no ads. Or use NBC's Peacock app and develop a "build your own" coverage options.
- For Tokyo 2020, allows local fans to attend events with reduced capacity and an absurd amount of screening stations to keep lines down.
- Partner with international media companies (and/or sponsors) for media packages for athletes and storylines for various sports. Aim for a 50/50 split, with 50% being covering American competitors and the other 50% international. These can be used in long form format for weeks or months leading up to the games and short packages during prime coverage to generate interest in events, whether it is an American athlete or not. Seriously NBC, you got an extra year to prepare for these Olympics, why haven't you been saturating the media avenues with sponsor generated content??
Most of the sports in the Olympics are never going to consistently draw large crowds consistently outside of the Olympics so you're going to have to generate interest. It has to feel like a spectacle.