Canadian ambivalence over Beijing 2022 seems to be playing out in TV viewership for the Games, with CBC posting initial ratings that are down sharply from previous Winter Olympics and even last summer’s Tokyo Games.
Primetime viewership on CBC for the first six days of events in Beijing is down 22 per cent from Tokyo, and off a whopping 48 per cent from the Pyeongchang Winter Games, according to figures provided Friday to The Globe and Mail by CBC.
… One advertising buyer told The Globe the ratings were about 25-per-cent lower than projections the CBC’s sales department had provided to the industry in advance of the Games, raising the possibility the public broadcaster may have to compensate marketers for failing to reach its expected audience.
Go Incognito
