Summer Olympics viewership is up — and Snoop Dogg is part of the buzz

Millions of viewers in the U.S. are tuning into the Summer Olympics in Paris — and many of them are getting a big dose of Snoop Dogg as part of the experience. Beginning with the opening ceremony, the five-day total audience delivery average was 34 million viewers, combining daytime and primetime coverage, up 79% from the 2021 Tokyo Olympics, according to an NBC Sports release. Executives of Comcast ’s NBCUniversal — the TV and streaming broadcaster of the Games in the U.S. — have been touting not only the success of their production, but also of the celebrities and personalities employed as part of the coverage, namely Snoop Dogg. The hip-hop artist turned sports commentator and entertainer has been on the sidelines at the Games in Paris, talking to athletes and their families, trying out sports with Olympic stars and taking a crack at analysis. Molly Solomon, NBC’s executive producer of the Olympics, referred to Snoop Dogg as an “ambassador of happiness” during a press call this week. “We’ve been pleasantly surprised by his popularity, but you never ever underestimate Snoop Dogg,” said Solomon, calling out his “wonderful mix of swagger and positivity and just the charisma and vibes are so positive.” Snoop Dogg, who joined the Olympic torch run, has generated considerable buzz on social media — from clips of him cheering alongside Olympians’ family members to snapping numerous selfies with athletes and those on the sidelines, including tennis legend Billie Jean King. He has spurred some viral moments, including by cheering alongside U.S. swimmer Caeleb Dressel’s wife and baby son when Team USA won its first gold medal and dancing in the crowd as the U.S. women’s gymnastics team responded from the mat. His swimming lesson from Olympic legend Michael Phelps also floated around the internet. “The first time I ever actually watched him on Olympic coverage was the track and field trials back in June,” said Krissy Birdsall, a student at the University of Wisconsin-Madison, adding she has been watching more of the Games due to the favorable time difference in Paris. “He was pretty entertaining. And he kind of brought a different perspective into the world of track and field.” Pumped-up audience NBCUniversal had been banking on the success of the Paris Olympics, and Snoop Dogg, for the past few years. The rapper, once known for hits such as “Gin and Juice,” got his first spin at the Olympics in 2021 when he hosted a highlight show with comedian Kevin Hart on Peacock. While viewership for the Tokyo Games that year was lackluster, and few live events aired on Peacock, their show captured the audience, with various clips going viral.