What this article doesn't mention is that the West Coast isn't getting any of that live primetime coverage. Nothing but tape delays for us!
NBC said Saturday’s prime-time broadcast — featuring Mr. Phelps’s eighth gold medal win — was its most-viewed Saturday program in 18 years. From 11 to 11:30 p.m., when the Americans swam in their medal-winning medley relay, 39.9 million viewers were watching, according to Nielsen Media Research.
That would have been from 8 to 8:30 p.m., if aired live on the West Coast. Would that have been so awful? Half the time, there's nothing good on until 10 p.m. ET, so give the West Coast a live feed then (7 p.m. PT), and throw all the crap in tape-delayed later. Better to tape-delay some stuff than everything, especially when things are finishing around 1 a.m. ET.
Clearly people are watching the Olympics, and talking about them. And I am freaking tired of having to avoid the entire internet after 5 p.m. PT to avoid Olympic spoilers. I complained to firstname.lastname@example.org, but they shockingly haven't emailed me back. Lo, how I miss the CBC!