Bob Thompson of Syracuse University says the NBC fail movement by some online is coming from those who are upset with tape delayed action when results are coming in instantly. "It's a bunch of people making a big fuss on social media," says Thompson.
But Thompson says it's more about results, it's packaging, similar to the Super Bowl. "A lot of the Olympics have been about sports we haven't heard of, creating dramas with Up Close and Personal segments. Still, when people are at home at prime time, want to sit and watch the big story, which is what NBC does in prime time," explains Thompson.
So far the strategy has been successful with records broken for non US based Olympics for opening ceremonies.
Thompson says if NBC banked on live events in London, there would be no events to cover.
He says critics forget it's not their Olympics, it's NBC's, by virtue of paying hundreds of millions for the broadcast rights. "Some feel they're entitled to be able to watch the Olympics. The fact is NBC has the rights and they have to find a way to present it to the audience while losing as little money as possible," says Thompson.
But if you're trying to find out who wins during prime time, Thompson says you have to avoid broadcast and social media, and possibly your friends, because it's what the world is talking about.