While nothing holds a candle to the Olympics at the moment for NBC, one of the broadcaster’s other prides and joys of the summer was a two-hour concert special for late country singer Toby Keith. Featuring performances by Trace Adkins, Priscilla Block, Luke Bryan, Jelly Roll, Darius Rucker, Carrie Underwood, Clay Walker, and Lainey Wilson, plus Keith’s daughter, Krystal Keith, among others, “Toby Keith: American Icon” drew 4.7 million viewers when it debuted across NBC on Aug. 28 and next day on streamer Peacock.
Filmed in Nashville’s Bridgestone Arena, the two-hour special was the most-watched show across broadcast that night and grew 10% from its “America’s Got Talent” lead-in — a show that’s typically hard to top in viewers for NBC. And the win was in large part thanks to ITV America‘s Thinkfactory Media, the production company behind “Gene Simmons Family Jewels,” “Hatfields & McCoys” and the “Mama June” reality series, which has decided to go all-in on heartland and country content by moving its CEO Adam Reed and home office to Nashville.
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