This piece is by WWSG exclusive thought leader, Sara Fischer.
The opening ceremony for the Paris Olympics drew nearly 29 million viewers Friday night, the highest viewership since the 2012 Games.
Why it matters: Ratings for the Olympics were depressed during the COVID-19 pandemic. It was unclear whether they would ever rebound.
Zoom in: Friday’s opening ceremony, the most-watched live event ever on NBCU’s streaming service Peacock, attracted 28.6 million viewers across NBC and Peacock, according to data from Nielsen and Adobe Analytics.
The big picture: NBC is under enormous pressure to deliver big ratings for the Olympics, given how much cash it has shelled out for the Games over a long-term contract.
What to watch: The opening ceremony typically serves as a proxy for how well the Olympics will do on TV over the following two weeks of competition.
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