NBC has already received complaints about the delayed streaming of the 2016 Olympics’ opening ceremony, but it's the network’s reasoning behind the decision that is sparking the most outrage online.
Women, says John Miller, NBC Olympics CMO, don’t really care about the results of the competitions, and claims that more coverage before the actual events are needed to appease those viewers.
"The people who watch the Olympics are not particularly sports fans. More women watch the Games than men, and for the women, they're less interested in the result and more interested in the journey," he said at an Olympics preview press event held in July at Rockfeller Center, "It's sort of like the ultimate reality show and mini-series wrapped into one. And to tell the truth, it has been the complaint of a few sports writers. It has not been the complaint of the vast viewing public."
After seeing this quote in a Business Insider article talking about why the Olympics were placing a delay on the opening ceremonies, it seems that Miller is wrong; the "vast viewing public" have now made their opinions known about, what Tweeters are calling, "sexist" and "offensive" comments behind a terrible business move.
Jennifer Fiore, director of strategic communications for the U.S. Department of Housing and Urban Development, was one of the first to take to Twitter this morning. And Adam Singer, analytics advocate at Google, replied to her:
They were followed by a barrage of frustrated viewers:
This is exactly the sexism that underpins the ad industry as well as the media industry & popular culture as a whole https://t.co/7UUUj8jXyF— Cindy Gallop (@cindygallop) August 6, 2016
How sexist is this? John Miller, NBC's CMO, seems to say that delaying the broadcast is OK because women don't care about the results.— Roberta Matuson (@matuson) August 6, 2016
NBC does tape delay because according to their CMO John Miller, women don't care about results. [rolls eyes] https://t.co/jnymfmTuJ2— Lisa Horne (@LisaHorne) August 6, 2016
What’s more, women are saying they don’t like the extra coverage apparently directed at them:
@socflyny It's like that annoying person behind you at the movie theater that won't stop talking during the movie.— Nancy Staack (@nancystaack) August 6, 2016
It also seems that people aren’t appreciating Miller’s generalization that women enjoy reality TV shows and therefore, are more interested in the "journey" of the athletes.
Stacked on top of this backlash, NBC, which paid $1.2 billion for the American TV rights, also received a ton of complaints about the amount of commercials during the opening ceremonies. Many viewers took to Twitter with the hashtag #NBCfail.