NBC to Air Winter Olympics in Post-Super Bowl LX Slot

NBC is once again breaking tradition by not using the Super Bowl lead-out slot to promote a new or returning entertainment program. Instead, they are choosing to continue coverage of the Winter Olympics, just like they did in 2022. Following the conclusion of Super Bowl LX on Sunday, Feb. 8, NBC Sports will transition to the Milan Cortina Winter Olympics primetime show, “Primetime in Milan,” at around 10:45 p.m. ET. The coverage will include events like the women’s downhill competition featuring Lindsey Vonn’s comeback and team figure skating.

In the past, networks have used the post-Super Bowl timeslot to boost viewership for entertainment programs. For example, in 2018, NBC aired a special episode of “This Is Us” after the game, which became the drama’s most-watched episode. However, NBC’s decision to prioritize the Winter Olympics over entertainment programming in 2022 and now in 2023 shows a shift in strategy.

Despite briefly considering options like airing a comedy or drama series after the Super Bowl, NBC ultimately decided to stick with nonstop sports coverage due to the financial investment in the Olympics. The ratings success of airing sports content after a major sporting event also played a role in this decision, with the Beijing Winter Olympics coverage in 2022 attracting 24 million viewers.

NBCUniversal’s chief marketing officer, Jenny Storms, believes that the industry has evolved beyond relying on a lead-out slot to promote content. While NBC may not have an entertainment program premiering after the Super Bowl this year, they are launching Peacock’s new series “The ‘Burbs” on the same day as the game, hoping to attract viewers after they’ve finished watching sports.

Despite not having a show premiere behind the Super Bowl, NBCU will use the day to promote upcoming series like “Ted,” the “Chicago” and “Law & Order” franchises, sitcoms, “The Voice: Battle of Champions,” Bravo shows, and Peacock’s “House of Villains” Season 3. They will also leverage the Super Bowl and Winter Olympics to promote their year-long initiative, “NBC100.”

While NBC has moved away from airing entertainment programs as Super Bowl lead-outs, they are still utilizing major sporting events to launch new series like the Tracy Morgan comedy “The Fall and Rise of Reggie Dinkins.” Additionally, a special episode of the new comedy “Stumble” will air after the Winter Olympics coverage on Feb. 20.

With the tagline “Legendary February,” NBC is emphasizing its coverage of the Super Bowl, Winter Olympics, and NBA All-Star Game all in the same month. This year, Mike Tirico will make history by calling Super Bowl LX and hosting the Winter Olympics primetime show from Levi’s Stadium in Santa Clara, Calif.

NBC’s decision to prioritize sports coverage over entertainment programs after the Super Bowl is influenced by their broadcast rights agreements for both the Super Bowl and Winter Olympics. This alignment will continue through at least 2033, providing a significant launch pad for NBCUniversal’s sports and entertainment properties.

In conclusion, NBC’s choice to continue Winter Olympics coverage after the Super Bowl showcases their commitment to sports programming and leveraging major events to promote their content across platforms. Despite breaking from tradition, NBC is strategically utilizing their platforms to reach a wide audience and build excitement for their upcoming series and events.