Several factors contribute to NBC's low Olympic ratings

Olympics in the rear-view mirror.The games reached an average combined audience of 11.4 million people in prime time on NBC, the USA cable network and Peacock streaming service, the network said. That's the lowest-ever American audience for any Olympics, and down 42% from the Winter Games in Pyeongchang, South Korea, in 2018.For NBC alone, the prime time telecasts reached an average of 9.3 million viewers, or 48% down from South Korea, the Nielsen company said.The games never really captured the public imagination, and were hurt by COVID-19 restrictions that had most of NBC's announcers working half a world away in Connecticut.In a diminished world for broadcast television, however, NBC beat every other network in prime time during the Games' duration.

ITZY have shown their love for US figure skater Alysa Liu after she performed a routine to their song ‘Loco’ at the Olympic figure skating exhibition gala.Over the weekend on February 20, the 16-year-old American skater performed an energetic programme to the girl group’s latest single ‘Loco’ at the Capital Indoor Stadium in Beijing. For her routine, Liu also notably incorporated moves from the song’s original choreography.The American athlete had been invited to perform at the Gala, which is usually reserved for medalists, despite placing seventh in the women’s figure skating event at the 2022 Beijing Olympics.

NEW YORK -- There were many reasons to think NBC made a savvy business deal in 2014 when it locked up the American media rights to the Olympics through 2032 for $7.75 billion.As the Beijing winter games come to a close, it's harder to see them now.These Olympics were a disaster for the network: a buzz-free, hermetically-sealed event in an authoritarian country a half-day's time zone away, where the enduring images will be the emotional meltdown of Russian teen-agers after a drug-tainted figure skating competition and a bereft Mikaela Shiffrin, sitting on a ski slope wondering what went wrong.Many American athletes underperformed, and arguably the most successful — freestyle skier Eileen Gu — competed for China.Viewers stayed away in alarming numbers, and NBC has to wonder whether it was extraordinarily bad luck or if the brand of a once-unifying event for tens of millions of people is permanently tainted.“Given the investment, they've got to be disappointed right now,” said Andrew Billings, director of the sports communications program at the University of Alabama.Network executives say there are no plans to try and adjust or escape from its rights deal. Several experts say that would be unlikely, given how live sports are increasing in value and represent one of the few ways advertisers can gather large audiences to sell automobiles or beer.

EXCLUSIVE: NBC has revealed the hosts for its coverage of Sunday’s Closing Ceremony of the Beijing Olympics — and two of them have been in the news this week.

Simone Biles has shared her support for Winter Olympics star Mikaela Shiffrin after she posted a heartbreaking message to fans.MORE: Simone Biles is engaged! See the heartwarming proposal and stunning ringMikaela took to social media to share a powerful message about the online hate and trolling she has received as she struggled through the 2022 Beijing Winter Olympics. Mikeala was one of Team USA's big hopefuls but she failed to finish the women's combined event, and lost control during the opening few seconds of her run in the giant slalom; Mikeala was defending her 2018 gold medal.WATCH: Simone Biles falls off mat during Tokyo 2020 qualifying roundsShe fell and skied out, ending her 30-race streak, and ended up being disqualified from the event."I know this all too well.

American track and field star Sha’Carri Richardson is RIGHTFULLY calling out what appears to be a major double standard at this year’s Winter Olympics. And we’re here for her take!

Focusing on the positive. After a difficult start at the 2022 Winter Olympics, Mikaela Shiffrin offered a glimpse at how she approached her remaining time at the international sports competition.

2022 Winter Olympics. The 54-year-old American actor appeared on Thursday's episode of , and revealed that he was rooting for the Jamaicans this year, after starring as a member of the country's 1988 Olympic team in the classic film .«After doing a movie like , you always feel like you're part of the country,» Yoba said, speaking in the Jamaican accent he used in the 1993 film. «I have to root for Jamaica.

Hoda Kotb took to social media to reveal an incredible bit of news that had fans feeling as elated as she was.MORE: Jennifer Lopez teases Hoda Kotb about Joel Schiffman split live on Today showThe Today Show star shared a picture on Instagram featuring the two athletes who had brought the United States gold at that point at the 2022 Winter Olympics.WATCH: Hoda Kotb and Savannah Guthrie share how to watch the Winter Olympics GamesThe post highlighted Nathan Chen and Chloe Kim in competition, and Hoda happily wrote: "Good morning GOLD!!! Congrats @nathanwchen @chloekim."One fan excitedly commented: "Thank you Nathan and Chloe for an amazing job - it was so exciting and enjoyable watching you- your hard work and dedication certainly paid off!!"MORE: Hoda Kotb makes rare revelation about home life with daughters Haley and HopeAnother wrote: "Way to go guys!!!! So proud of you," with many others sharing congratulatory messages as well and sharing love for Hoda.While Hoda is currently dealing with the ramifications of her split from longtime fiancé Joel Schiffman, she has maintained that the two are still quite amicable.A post shared by Hoda Kotb (@hodakotb)Hoda celebrated the athletes that won gold for USA at the Winter OlympicsShe has been keeping herself busy by throwing herself into coverage for the 2022 Winter Olympics, which are being held in Beijing.While Hoda did attract a huge amount of fan love for her warm and enthusiastic coverage of the 2020 Summer Olympics in Tokyo, this year the pandemic and ongoing fears of a resurgence have forced NBC to alter plans. MORE: Inside Hoda Kotb's stylish home where she will co-parent her kids with ex Joel SchiffmanMORE: Hoda Kotb announces split from fiancé Joel Schiffman live on

EXCLUSIVE: Abbey Lee (The Neon Demon, Lovecraft Country) and Christopher Abbott (Black Bear, Catch-22) are attached to lead Fear is the Rider, a chase thriller from BAFTA-nominated director John Michael McDonagh (The Guard, Calvary, The Forgiven) that The Exchange is introducing to international buyers at the 2022 virtual EFM.

With the first full day of games tucked away, NBC posted some early numbers from the Beijing Winter Olympics and the glass seems to be half full.

Jennifer Maas TV Business WriterNBC Sports says 16 million viewers tuned in to watch the 2022 Beijing Winter Olympics opening ceremony on Friday, an all-time low for Olympic ceremonies on linear television.That’s around 43% down compared to the 28.3 million viewers that watched the PyeongChang Winter Olympics opening ceremony in February 2018.Friday’s torch-lighting in Beijing aired live on NBC and the streaming service Peacock beginning at 6:30 a.m. ET yesterday morning and was replayed again in primetime.

It’s early days at the XXIV Olympic Winter Games, but NBC must already be praying for some Gold medal glory or the Super Bowl to give them a boost. Right now, coming off record low viewership in the first night of primetime coverage, the billions the Comcast-owned network fork out to broadcast the Games until 2032 isn’t looking like money well spent.

Chinese authorities interrupted a Dutch journalist’s live report on the Winter Olympics Friday, dragging him off-camera and creating confusion as to why his broadcast was halted.

Proud family. For Chloe Kim‘s parents—father Jong Jin Kim and mother Boran Yun Kim—their daughter is the definition of the American dream.

Ice, ice, baby! Team USA’s Olympic figure skating team is packed with talent — making them a strong competitor in every event.

2022 Winter Olympics are underway! The opening ceremony was held on Friday, at Beijing's National Stadium, which is also known as the «Bird's Nest,» and signaled the official start of the Games.The Parade of Nations, the part of the ceremony that highlights each competing nation in the Games, featured many standout moments including a shirtless skeleton competitor, a long-awaited moment for Jamaica, and a Ralph Lauren-clad Team USA.While the U.S. counted its second-largest Olympic delegation in history, other countries had just one athlete set to compete on their behalf. It all came to a close with an epic torch lighting that differed from years past.Keep reading for the five biggest moments from the opening ceremony.With Tonga's Pita Taufatofua sitting out the Olympics for the first time since 2014, fans worried that the cross-country skier's absence would mean they'd be deprived of a shirtless, oiled-up athlete during the Parade of Nations.

Caroline Framke Chief TV CriticTwo hours of parading nations later, IOC president Thomas Bach stood on the Beijing Olympics opening ceremony stage and did his best to justify the Olympic ideal in 2022, a year more surreal than most. “Division, conflict, and mistrust are on the rise,” Bach said.

only 15 out LGBTQ athletes competed.Outsports reports that the athletes hail from 14 countries and will compete in nine different sports, including ice hockey, figure skating, skiing, and snowboarding.They include veteran LGBTQ competitors like Canadian figure skater Eric Radford, the first out gay man to win a gold Winter Olympics medal, bisexual Dutch speed skater Ireen Wüst, the most decorated LGBTQ Olympian of all time, and gay skier Gus Kenworthy, who will be competing for Great Britain after switching from Team USA (Kenworthy holds dual citizenship).Also Read: A tennis player yelled anti-gay slurs at the Olympics. He blamed the weather.The Beijing Winter Games will also feature a number of freshly out LGBTQ athletes, including Brazilian skeleton athlete Nicole Silveira and Team USA figure skater Timothy LeDuc, who will be the first out nonbinary athlete at the Winter Olympics.Team USA’s Brittany Bowe, a world record-holding speed skater, holds the honor of being the only out LGBTQ athlete to be chosen as a flag bearer for the Winter Olympics opening ceremony.Bowe, the only openly LGBTQ woman athlete on Team USA, will compete in her third Olympic games in Beijing.