Cb In The Snooze Case

Introduction The overall issue concerning NBC in the “Snooze” case was that during the 2016 Rio Summer Olympics the networks primetime broadcast ratings “fell 18 percent from 2012” (Snooze). What was so concerning about these drop in ratings was the “key demographic of 18-to- 34 year-olds, prime-time ratings were down by 32 percent (Snooze). Also, NBC experiences with the Olympics in the past typically attracted more viewers, including younger ones, to live sports. This years’ drop in ratings was “the first since the 2000 games” (Snooze) which was a cause for concern for media executives and ad buyers. As described by Ian Shafer, the founder of Deep Focus, “it is going to be increasingly difficult for them to justify their ad rates” (Snooze).
NBC should be concerned with technological factors because technology is always changing and if they are not up to date with the advancements that the younger generations are using they will lose more viewers than they already have. With more and more technological advancements the values of consumers are changing in terms of watching sports. In the article, it stated that sports “has been replaced by other things like video games and e-sports and Snapchat feeds,” showing that sports are of less value to the upcoming generations compared to the older generations (Snooze).
Specifically using social media, such as Snapchat, NBC will be able to show and interact with more of the demographic segment that they are trying to attract. The demographic segments that are being targeted by NBC, by investing in Olympics programming, are the millennials or ages 18 to 34. The demographic segment is extremely important to NBC because the “basis for any market is people” (Lamb). Without the market of the millennials, NBC will not be able to make the long-term profit they are