NBC had the chance to show the events in question at any hour of the day or night on either MSNBC or CNBC, but waited (sometimes as long as 24 hours) to show them in prime time. ...when most sports fans already knew the results.
The men’s 100m (one of the premier events of the Olympics), for instance, took place at 7:00am (PST) last week. Both MSNBC and CNBC had coverage of very minor (prelimary) events at that time. But NBC waited 15 hours later to show it in prime time. Should’ve showed it both in the morning (when it happened) AND in prime time.
Can't get decent ad rates at 7:00 AM in the morning.