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. These Olympics were a disaster for the network. It’s harder to see those reasons now.
Genocide Games Disaster: NBCUniversal Paid $7.75B for Olympics Rights, Saddled with Ratings Loser for 10 More Years
"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."
"Through Tuesday, an average of 12.2 million people watched the Olympics in prime-time on NBC, cable or the Peacock streaming service, down 42 percent
from the 2018 Winter Olympics in South Korea. The average for NBC alone was 10 million, a 47 percent drop,
the Nielsen company said.
That’s even with the average inflated by airing directly after the Super Bowl, a night that brought in 24 million viewers."