Data: Peacock Earns Viewer, Marketer Gold at Tokyo Summer Olympics

NBCUniversal’s strategy placing key Olympic Games coverage on its Peacock streaming service appears to have paid off for both NBCUniversal and its advertisers, according to new data from Hub Entertainment Research.

According to a survey of 1,016 U.S. consumers ages 16 to74 conducted Aug. 4-8, about their viewing of the Olympics as well as their attitudes toward the games and its sponsors, 50% of Peacock Olympic viewers said they thought the commercials added to their enjoyment of the games, compared with just 36% of NBCUniversal Olympic viewers overall.

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Interestingly, 71% of respondents said ads shown during the Olympics were more interesting than what (55%) of NBC Olympic TV viewers felt.

Peacock also played an important role in upping NBCU’s Olympic audience numbers. Among Tokyo Olympic viewers, about 12% said they watched the Games on Peacock. Notably, Hub said Peacock-only viewers accounted for almost 10% of NBCU’s total cumulative audience. Peacock was also more popular in younger demos important to advertisers

Percentage of Olympic viewers on Peacock by age:

16-24

25-34

35-49

50-64

65-74

13%*

14%

15%

9%

6%

*To be read: 13% of Olympic viewers age 16-24 said they watched on Peacock

Base: Olympic viewers in each age category

 
Hub found that 75% of Peacock Olympic viewers were current subs; 25% had never used Peacock or were lapsed subscribers. Although not definitive due to a small sample size, of these Peacock Olympic viewers who were not current subscribers prior to the Olympics, most say they will continue to watch Peacock after the Olympics.

“NBCUniversal has a long history of using the Olympics as a media lab to experiment with new services, and this year was no different with their promotion of Peacock as an Olympic coverage destination,” David Tice, senior consultant to Hub and co-author of the study, said in a statement. “The findings from our survey indicate this strategy brought NBCU new users to sample Peacock; perhaps just as important are our findings that those who watched on Peacock have a more positive attitude towards Olympic advertisers and sponsors. It appears to be a win-win for NBCU and its clients.”

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