TV Record fails to win ratings with exclusive Brazilian Olympics rights

Gabriel Miramar-Garcia | 13-08-2012

In Brazil, TV Record won the rights to broadcast the Olympics this year for the first time, ponying up $30 million for the priviledge. But it didn't pay off: even given the exclusive sports content, it still came in at third place for ratings during the event.

According to IBOPE (the Nielsen equivalent in Brazil), TV Globo, the largest broadcaster in the country, scored an average of 13.2 points, while TV SBT came in second with 6, both little to no Olympics coverage. TV Record trailed with 5.1 points.
The network did see an early spike in ratings for the 1 August football showdown between Brazil and New Zealand.
Other networks were allowed only six minutes of Olympics coverage, to be shown during news recaps and to be aired no sooner than three hours after the end of an event.
TV Record offered live telecasts of events via linear TV, and online via five channels on the portal R7.
TV Globo meanwhile said that it was fielding questions from viewers about where its coverage had gone. It went so far as to issue a formal statement:
"The Globo coverage of the Olympic Games in 2012 will follow two principles that we cannot give up: to inform their viewers and respect agreements on sports rights. As worldwide with no holders of rights [sic], respect for these rules will mean, of course, a more limited coverage than that what we held in recent years, but enough to disclose the main news about the Olympics."