Lessons Political Media Can Learn From the Olympics

The Olympics are a perennial spectacle, but this year’s games seem to have reached a new level of enjoyment and engagement for many. While star athletes like Simone Biles, pommel-horse competitors, and Turkish air-pistol marksmen shine, a significant part of the excitement stems from the influx of celebrities popping up all over viewers’ screens.

Comedians Kenan Thompson and Kevin Hart have been cracking up their offstage crew with hilarious recaps of Olympic highlights. “Saturday Night Live” star Colin Jost brought his wry humor to surfing commentary from Tahiti, although he had to step back due to a coral injury. Podcasting star Alex Cooper has been sharing her reactions to women’s gymnastics, while Snoop Dogg seems ubiquitous, whether in the soccer stands or swimming laps with Michael Phelps.

These celebrities are central to NBC’s strategy for the 2024 Olympics, partly to counter the low viewership of the Tokyo games, which were delayed by the pandemic and held without crowds. Their presence is not just a ratings booster but also a vibe enhancer, providing an alternative entry point into the games. This method offers a way to bypass traditional sports reporting—full of technical critiques and sideline interviews—and embrace the zest of fandom. There’s a lesson to be learned here, especially as networks prepare to cover the upcoming presidential campaign.

Political TV has stagnated. Nine years after Donald Trump shattered political norms, his antics have become familiar. The upcoming election feels repetitive, especially after a long stretch where the race involved the same old faces. With Vice President Kamala Harris entering the campaign, there’s an opportunity to amplify the energy. As programming executives gear up for the sprint to November, they could take cues from NBC’s Olympic coverage and integrate celebrities into political coverage.

Celebrities have been part of politics for a while, from the liberal cast of “The West Wing” to conservative singer Lee Greenwood. But NBC is leveraging its stars differently—not as partisan figures but as watchable stand-ins for an audience that might not typically tune in. For instance, Alex Cooper of the “Call Her Daddy” podcast blends relationship advice with her Olympics coverage, engaging a young audience that might otherwise be disinterested in traditional sports commentary.

Her live interactive “watch parties” resemble YouTube experiences, with Cooper offering facial reactions and expressive commentary. One moment that stood out was her enthusiastic reaction to Simone Biles’ floor routine, where she remarked, “Oh my god, she’s so good it’s nasty.” Such language might not appeal to purists, but it hooks a younger, coveted audience.

Similarly, political coverage could benefit from some adjustments to attract a broader audience. Traditional news networks operate with the gravitas necessary for serious topics. Yet, campaigns have evolved dramatically due to new media and Trump’s theatrical style. Despite these changes, TV news often clings to outdated practices—self-serious anchors, balanced talking head panels, and policy-heavy coverage that might feel dull to some viewers.

But celebrities thrive on mood and eruptions. Hart and Thompson’s wisecracking highlight shows have received praise for their candid, humorous take on sports. Imagine them in a skybox at a political convention, offering unfiltered commentary on everything from set designs to silent cameos by political figures. Or, picture Alex Cooper, dressed as the Statue of Liberty, providing live takes on Harris’ speeches and fashion choices.

Furthermore, celebrities could serve as interesting interviewers, free from traditional media constraints. They might elicit more genuine responses from politicians, who could find it harder to resort to talking points. Politicians may defer to beloved celebrities more readily than journalists, possibly leading to more candid interactions. Celebrities like Snoop Dogg could even soften Trump’s combative stance, making for more revealing interviews.

This approach wouldn’t replace standard political coverage but could complement it. Just as Olympic viewers need experts for intricate details, politics requires a responsible press. However, integrating celebrities could offer a fresh perspective, attracting casual viewers who might otherwise ignore political processes. At the very least, it would provide entertaining content, bringing new life to political coverage.

Let the games begin.

Source: POLITICO, Getty Images, AP