Should CBS Pursue Olympic Coverage in 2036?

The Olympic broadcasting landscape is in flux, with several major networks vying for the lucrative rights to broadcast these world-renowned games. While NBC has announced that it will not be bidding on Olympic coverage past 2032, the question remains: should CBS step in to offer the Summer Olympics in 2036?

Armed with a strategic and data-driven approach, let's examine the key factors that CBS would need to consider before making this move.

Viewership and Ratings

The Olympics are known for their massive viewership, with billions tuning in to watch the games. CBS would need to conduct thorough analysis of recent trends to gauge potential interest. While traditional sports events draw significant viewership, the evolving media landscape – including the rise of streaming platforms and changing viewer habits – makes this a critical factor. Moreover, the success of the 2022 Beijing Winter Olympics and the 2023 World Cup indicate that the global interest in major sporting events remains robust.

Strategic Fit

For CBS to pursue the Summer Olympics, it must align with the network's long-term strategy. If CBS is looking to strengthen its sports portfolio and attract younger audiences, the Olympics could be a valuable asset. However, the network must also consider how this fits into its overall programming mix. Sports are a cornerstone of CBS's brand, but balancing diverse programming is essential. CBS Sports Network is currently a niche channel, which makes competing with established networks like NBC Sports Network and ESPN more challenging.

Competition

The competition for Olympic coverage is fierce. NBC has a long and successful history of broadcasting the Olympics and has a strong track record of winning the rights. Other networks, such as Fox and ABC/ESPN, are also well-positioned to secure these rights if they choose to. CBS would need to evaluate its strengths against these competitors. While CBS has significant resources, the success of existing networks in attracting advertisers and engaging audiences must not be underestimated.

Financial Considerations

Acquiring broadcasting rights for the Olympics can be incredibly expensive. CBS would need to carefully assess the potential benefits compared to the costs. While the Olympics bring in significant revenue from advertising, there are also considerable expenses involved in producing high-quality coverage. These include costs for live broadcasts, commentary, analysis, and promotional efforts. Ensuring profitability would be a critical factor in making the decision.

Public Interest and Engagement

Public interest in the Olympics is another crucial aspect. The network must consider how the Olympics align with its audience demographics and interests. Effective marketing strategies and engaging content are essential to capturing viewer attention. However, it's important to note that pre-empting programming for the Olympics could be problematic. For instance, CBS's 2019 re-merger with Viacom brought with it many popular entertainment networks. Preempting these channels for Olympic programming would not only anger viewers but also detract from the brand identity and perceived value of these networks.

Conclusion

While pursuing the Summer Olympics in 2036 could be a strategic move for CBS, it comes with significant challenges. The network must carefully weigh the potential benefits against the costs and align its move with its overall programming strategy. The competition, financial considerations, and public interest are all critical factors. If CBS can effectively address these challenges and make a compelling argument to win the rights, the opportunity could be highly beneficial.