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The Daily Stream

Advertising News for the New Media

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August 1, 2012 // By: Stream Companies


Are news outlets and social media ruining your Olympic experience, and more importantly, your media buy?  Stream Companies investigates!

Right now, I feel like Phoebe and Joey from Friends.

Here's a refresher if you can't remember 2001-2002:

Six minutes before Missy Franklin won her first gold medal on Monday, NBC aired a Today Show promo for this morning spoiling it (#NBCFail).  The Finals in Women’s Team Gymnastics and Men’s Swimming won’t air until tonight on NBC but I already know that Team USA won Women’s Gymnastics gold for the first time since 1996—thanks in large part to my Facebook friends, the people I follow on twitter and my MSN.com homepage (thanks, guys!)

It’s bad enough that I can’t watch these amazing moments live and that my Olympic-viewing experience is tainted, but what does that mean for my recommended media plans?  Will consumers tune in, even though they know what’s going to happen?  Were booking those expensive prime time spots that were promised to deliver the ratings and the eyeballs…all for nothing?!

Not to worry—five days in and NBC has already won ratings gold (pun intended!)  NBC’s coverage of the Olympics has thus far been just like Michael Phelps—record breaking.  Ratings indicate that few people are tuning out despite already knowing the results.  According to Nielsen, the Opening Ceremonies drew 40.7 million total viewers—a new record—despite being taped and being made available via live streams online earlier in the day last Friday.  Saturday night’s coverage of Ryan Lochte’s win over Michael Phelps in the 400-meter individual medley also broke previous viewing records.  Sure, some people—like me—are taking to social media to complain about the spoiled results.  They’re tweeting and updating their statuses and utilizing their company’s advertising blog to gripe…but they’re still watching.

It turns out the Olympics are just like True Blood or Big Brother—not too many people mind being spoiled.  Some people actually want to know what’s going to happen before they watch.  Watching competitive sports can be stressful—maybe the updates from CNN and an old college psychology classmate ease the strain.  Nevertheless, if everyone could lay low with the results of Men’s Badminton Doubles, this media blogger would greatly appreciate it!

Topics: Advertising (topical), Advertising Trends, Media