Dive Brief:

• NBC says it will provide the most live coverage of the upcoming Olympics since it has been broadcasting the games, including live digital coverage of every event except for the opening ceremonies, according to Adweek.
• Influenster surveyed almost 4,000 women around the age of 25 and found that 54% of millennial women are planning on watching at least some coverage of the Olympics. 75% of the female millennial demographic expects to watch the Olympics on linear TV; only 18% plan to live stream the event.
• The Influenster study also found that millennial women are planning on using TV (68%) over social media (63%) to stay updated on the Olympics. Those using social media plan on using Facebook (67%), Instagram (51%), Twitter (41%) and Snapchat (37%). 

Dive Insight:

Jim Bell, NBC's executive producer for its Olympics coverage, told an audience at a Paley Center for Media event last month that making every event available on NBC’s digital platform increases TV viewership. "By providing more content you got more viewers and more interest, it was the rising tide that lifted all boats,” he said, referring to NBC’s coverage of the London Olympic games from 2012.

Those games featured a tape delay for the U.S. audience, but still drew an average of more than 30 million viewers during prime time. Offering live coverage of popular events such as swimming, diving, track and field and gymnastics will likely provide NBC with even better ratings.​ Because Rio de Janeiro, the host city for the Olympics, is only one hour ahead of the east coast of the U.S., this year’s Olympic games are very friendly for live viewing.