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NBC Skips Super Bowl Show for Winter Olympics Again
20 Jan
Summary
- NBC will air Winter Olympics coverage after the Super Bowl, not an entertainment show.
- This strategy mirrors NBC's decision in 2022, breaking a long-standing TV tradition.
- NBCU cites financial investment and strategic synergy for prioritizing sports.
Following Super Bowl LX on February 8, 2026, NBC will transition directly into coverage of the Milan Cortina Winter Olympics. This marks a repeat of NBC's 2022 strategy, departing from the established practice of using the high-viewership post-game slot to promote entertainment programming.
Historically, networks like NBC leveraged this prime opportunity for significant boosts. In 2018, an episode of 'This Is Us' aired after the Super Bowl, attracting 27 million viewers. In 2015, 'The Blacklist' drew 25.7 million viewers in a similar post-game slot.
Despite briefly considering entertainment options like 'St. Denis Medical' or Dick Wolf productions, NBCU's substantial investment in the Olympics ultimately led to the decision to maintain a continuous sports broadcast. This approach also capitalizes on the high advertising premiums and synergistic ratings achieved by airing sports after major sporting events.
NBCUniversal's Chief Marketing Officer, Jenny Storms, believes the media landscape has evolved, allowing for multi-platform promotion rather than solely relying on a Super Bowl lead-out. Nonetheless, the network is still utilizing the event's massive audience to promote Peacock's 'The 'Burbs' and other upcoming programs like 'Ted' Season 2 and the 'Chicago' and 'Law & Order' franchises.
This programming choice also aligns with NBC's "Legendary February" campaign, highlighting the simultaneous broadcast of the Super Bowl, Winter Olympics, and NBA All-Star Game. This convergence is facilitated by NBC/Peacock's recurring Super Bowl broadcast rights aligning with the Winter Olympics cycle through at least 2033.
