Summer Olympics Ratings Skyrocket As Snoop Dogg Steals The Show

Millions of U.S. viewers are tuning in to watch the Summer Olympics in Paris, and one of the biggest attractions is none other than Snoop Dogg.

The hip-hop artist has become a key figure in NBC’s Olympic coverage, interacting with athletes and their families and offering a unique perspective on the Games. Since the opening ceremony, the five-day average viewership between daytime and primetime coverage has reached 34 million, up 79% from the 2021 Tokyo Olympics, according to NBC Sports.

Executives at ComcastNBCUniversal, the U.S. broadcaster of the Games, have highlighted the success of their coverage and the impact of celebrities like Snoop Dogg. Molly Solomon, NBC’s Olympics executive producer, described Snoop Dogg as an “ambassador of happiness” during a recent press conference.

“We were pleasantly surprised by his popularity, but you should never underestimate Snoop Dogg,” Solomon said, praising his mix of charisma, positivity and swagger.

Snoop Dogg’s involvement has also generated considerable interest on social media. Clips of him cheering on Olympians’ families, taking selfies with athletes, and dancing in the crowd have gone viral. His swimming lesson with Olympic legend Michael Phelps has further added to his appeal.

NBCUniversal has been banking on the success of the Paris Olympics and Snoop Dogg’s involvement for several years. Snoop made his Olympic debut in 2021, co-hosting a show with comedian Kevin Hart during the Tokyo Games. The success of that show prompted NBC to further integrate him into their Olympic coverage.

Snoop Dogg’s presence at the Games extends beyond commentary. He participated in the Olympic torch relay and was seen at various events, often interacting with athletes and fans. His unique approach and ability to connect with viewers resonated, making him a prominent figure in this year’s coverage.

John Fortunato, a professor at Fordham University, highlighted Snoop Dogg’s ability to connect with audiences as a fan, adding that his personality and enthusiasm bring a fresh perspective to the Olympic Games.

NBC Sports Chairman Rick Cordella credited incorporating more pop culture and celebrity elements, including Snoop Dogg, as helping to boost the popularity of the Paris Olympics. This strategy has proven effective, especially after lower viewership numbers for the 2021 Tokyo and 2022 Beijing Olympics.

The Paris Olympics have seen a surge in viewership since the opening ceremony on July 26, which drew 28.6 million viewers. This was the most-watched opening ceremony since the 2012 London Games.

In a recent interview with NBC Nightly News’ Lester Holt, Snoop Dogg expressed his surprise and excitement at his role in the Olympics, saying, “I’m the biggest guy in the crowd,” as he applauded the U.S. athletes.

With Snoop Dogg set to continue his involvement with NBC and Peacock, fans can expect to see more of him beyond the Olympics, including his upcoming role as a coach on “The Voice.”