In the zone

The GIST: NBC’s Olympic viewership is way up after a post-COVID slump deterred its Tokyo 2020 and Beijing 2022 audiences — and so are the network’s spirits (and ratings). As Paris 2024 rolls on, the exclusive U.S. Olympic broadcast partner is learning to leverage its revamped linear and digital distribution. Playing Games.

Tokyo 2020: The last Summer Olympics — delayed a year because of COVID-19 — recorded its lowest-ever U.S. TV ratings, averaging only 15.6M viewers per night on NBC. Factors like local opposition and marquee star Simone Biles’ sudden exit worked against these Games, along with a general decline in linear viewing, which NBC streamer Peacock didn’t mitigate.

The changes: After fielding complaints about Peacock’s Olympic coverage in Tokyo, NBC expanded its broadcasting coverage and made the app a centralized Olympic hub. Peacock is airing over 5K hours of live content, which includes all 329 medal events, in addition to multiview options and whiparound coverage through Gold Zone (an Olympic version of the NFL RedZone).

• The network also leaned more heavily into a celebrity-driven marketing strategy, including a Megan Thee Stallion commercial, a hangout between Grammy-Award winner SZA and Biles, and utilizing Snoop Dogg and Flavor Flav as NBC hype men. The Olympics, Hot Girl style.

The numbers: NBC viewership for Friday’s opening ceremony averaged 28.6M U.S. viewers, the highest for the event since 2012 and up 60% from 2021. On Saturday’s first full day of competition, 32.4M tuned in (up 83% from Tokyo), while Sunday’s Team USA men’s basketball opener averaged 10.9M viewers — more than the 9.3M that watched the team’s gold medal match in 2021.

• These numbers are on par with what NBC pulls for NFL games, the biggest cash cow in sports broadcasting. Last year, the network’s Sunday Night Football program was its most-watched primetime show for the 13th year running, averaging 21.4M fans.

The payoff: In a post-COVID world and a more preferable time zone for U.S. brands, marketers embraced Paris 2024 and spent a record $1.25B in ad sales for NBC. Plus, the network has been looking forward to LA 2028 — the first Summer Olympics on its home turf in 32 years — by selling Olympic media and sponsorship deals together since 2019. Let the games begin.

The GIST: The NWSL’s Angel City FC (ACFC) further leaned into its namesake by launching a new philanthropic branch called the Angel City Impact Fund on Monday. It’s the latest way the club is making good on its intention to give back to the LA community, a plan that has engendered love — and a fiercely loyal fandom. Calling all Angel investors.

The details: The nonprofit will exclusively focus on expanding soccer access for underserved youth to nourish a healthy girls’ soccer pipeline, an issue that has been getting increased exposure (and funding). ACFC’s first order of business is to deepen its existing relationship with LA’s public parks system.

• This year, the plan is to offer no-cost and low-cost soccer programs for over 7K girls and gender-expansive youth at over 100 LA parks. In 2025, the ACFC Coach Network intends to recruit, train, and hire at least 100 coaches who reflect the communities they coach.

• Notably, ACFC isn’t open to taking corporate dollars for the impact fund, instead opting for an inaugural impact roster with key individual investors. It requires a minimum $10K donation to join and already includes former MLS player Justin Morrow, who currently leads USC’s DEI sports initiative.

The context: ACFC launched in 2020 with a unique sponsorship model: Every brand deal it makes includes a 10% allocation to LA community initiatives and programs. These sponsorships work with corporate partners to develop on-brand ways to reinvest in the community, like Chevrolet transporting over 1.1K youth to ACFC home games last year.

The why: The club’s record $250M valuation stems from local buy-in and a keen understanding of who its fans are. Using its new fund to connect with and uplift the local community is a long-term investment in building fandom — being there for young soccer players helps make Angel City fans for life. ¡Del barrio, pa'l barrio!