Therein lies the rub:

NBC paid $3.5 billion for the rights to the five Olympics between 2000 and 2008, $2 billion for the Vancouver and London games, and a whopping $4.38 billion for the four Olympics between 2014 and 2020.

Read more: http://www.theatlantic.com/business/archive/2012/07/why-nbc-doesnt-care-that-you-want-to-watch-the-olympics-live-on-tv/260480/#ixzz22pngqpQR