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Millions of U.S. viewers are tuning in to the Summer Olympics in Paris, and one of the standout 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 providing a unique perspective on the Games. Since the opening ceremony, the average five-day viewership across daytime and primetime coverage has reached 34 million, up 79% from the Tokyo 2021 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, executive producer of NBC’s Olympics, 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 blend of charisma, positivity, and swagger.
Snoop Dogg’s involvement has also sparked significant interest on social media. Clips of him cheering alongside the families of Olympians, 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 first made a splash in the Olympic scene in 2021, co-hosting a show with comedian Kevin Hart during the Tokyo Games. The success of that show led NBC to integrate him further into their Olympic coverage.
Snoop Dogg’s presence at the Games extends beyond commentary. He participated in the Olympic torch relay and has been seen at various events, often interacting with athletes and fans alike. His unique approach and relatability have resonated with viewers, making him a standout figure in this year’s coverage.
John Fortunato, a professor at Fordham University, highlighted Snoop Dogg’s ability to connect with the audience as a fan, adding that his personality and enthusiasm bring a fresh perspective to the Olympic Games.
NBC Sports president Rick Cordella acknowledged that incorporating more pop culture and celebrity elements, including Snoop Dogg, has helped boost the popularity of the Paris Olympics. This strategy has proven effective, especially following the lower viewership numbers of the Tokyo 2021 and Beijing 2022 Olympics.
The Paris Olympics have seen a surge in viewership since the opening ceremony on July 26, which drew 28.6 million viewers. This marked the most-watched opening ceremony since the London 2012 Games.
In a recent interview with NBC Nightly News’ Lester Holt, Snoop Dogg expressed his surprise and excitement about his role at the Olympics, stating, “I’m the biggest guy in the crowd,” as he cheered on U.S. athletes.
With Snoop Dogg set to continue his involvement with NBC and Peacock, fans can look forward to seeing more of him beyond the Olympics, including his upcoming role as a coach on “The Voice.”
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