NBC’s primetime Olympic broadcast was primarily focused on the PyeongChang Opening Ceremonies Friday, February 9, 2018, with little coverage actually dedicated to specific athletes and sports outside of the ceremonies.
Of the 12 minutes and 4 seconds NBC allotted to specific athletes and sports in primetime,* women received 76.24% of the coverage, compared to 21.69% for men and 2.07% for mixed pairs.
When mixed pair events are excluded, women received 77.86% of NBC’s coverage compared to 22.14% for men.
After two nights, NBC’s coverage has been primarily centered on male athletes, but that is expected to change on Saturday as the network will likely emphasize female figure skaters that evening.
Regular updates about NBC’s coverage of men and women athletes throughout the 2018 Winter Games will be posted on FiveRingTV.com. A mid-Olympic report, with complete sport-by-sport coverage breakdowns, will be issued on February 18.
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* The percentage of primetime devoted to men’s, women’s and mixed sex sports was calculated by a single researcher, utilizing a stopwatch and DVD time codes, measuring (to the millisecond) the total amount of time devoted to each event. Any time spent at the actual athletic site, on a profile about an athlete, promos about a specific athlete or sport, and host commentary about a specific sport or athlete was recorded. Split screens combining commercials and live coverage are included in the calculation, but commercial breaks are not included. The NBC broadcast network East Coast feed was used for this calculation. Olympic coverage on cable networks and live streaming was not included. Network overruns beyond 11:00pm up to the break for local news are included within this calculation.
Olympic Television: Broadcasting the Biggest Show on Earth contains a detailed 20-year examination of how male and female athletes have been covered within primetime Olympic broadcasts. The book also has analyses of how race/ethnicity and nationality impact Olympic coverage, interviews with NBC personnel about the content and production of Olympic broadcasts, and an overview of Olympic television history. Published by Routledge, it is available in hardcover, paperback and ebook formats at Amazon.com, the Routledge website, The Bookstore Plus, and other outlets.