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Good Thursday morning to you!

As of July 28, I have not watched a single minute of the Olympics coverage on TV. It’s not that I am boycotting the games; I just have not yet made a commitment of time to turn on the TV. When I do, admittedly, it’s to view shows on Netflix or Hulu. Apparently, I am not alone.

According to Reuters, NBC's broadcast of the Tokyo Olympic Games opening ceremony had 16.7 million viewers, the smallest U.S. television audience for the event in the past 33 years. Throw in the approximately comparably dismal 300,000 who watched on NBCOlympics.com and the NBC Sports app, and the grand total is about 17 million people who watched the ceremony. So how does that compare to past Olympics?

The Tokyo opener TV audience dropped 37% from 2016, when 26.5 million people watched the Rio de Janeiro Games opener, and 59% from 2012, when 40.7 million people watched the London ceremony, according to Reuters. This year was the lowest audience for the opening ceremony since the 1988 Seoul Games, which attracted 22.7 million TV viewers. It was also lower than the 1992 Barcelona Games, when 21.6 million people tuned in. But why?

The data trends that Reuters reported on show that fewer people are watching live TV events overall, including awards shows and sports. This year’s Super Bowl on CBS attracted about 92 million viewers, the lowest since 2006. The April Oscars telecast on ABC averaged 10.4 million, another record low. Audiences for the most recent Emmys and Grammys also hit new lows.

The drop in viewership clearly is not due to a lack of effort. NBCUniversal plans to air 7,000 hours of Olympics coverage across its networks and stream more than 5,500 hours on NBCOlympics.com and its sports app. So the viewing audience is clearly down, but are the Olympics still a cash cow?

According to the same Reuters story, the answer is undeniably yes. An NBCUniversal spokesperson said the company was on track to exceed the $1.2 billion in ads sold for the 2016 Rio Olympics. In June, NBCUniversal Chief Executive Jeff Shell said the Tokyo Games could be the most profitable Olympics in NBC’s history.

Somewhere in the midst of all these viewership trends and profits and digital streams are the world’s most extraordinary athletes competing for gold medals and the titles of being Olympic champions. And for that reason alone, I will be tuning in… as soon as I finish season 3 of “Manifest.”

Have a thoughtful Thursday, and thanks for reading.

Shane Goodman
President and Publisher
Big Green Umbrella Media
515-953-4822, ext. 305

Your Clear Mortgage forecast from Jason Parkin

Temperatures will become more moderate into the weekend. Best rain chance is Saturday followed by some beautiful sunny days. Enjoy!

For help with preapprovals or refinancing, get in touch with Jason at parkin.mortgage

Things To Do

Thursday, July 29
Presented By: Greater Des Moines Botanical Garden, 909 Robert D. Ray Drive, 6-9 p.m. Free for members, others: Adult - $10, Senior - $9, Military - $9, Youth - $7, Children 3 and under – Free

Featured Home For Sale

5125 Tamara Lane
West Des Moines, IA 50265

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Here are today's mobile radar locations for the Des Moines Police Department. Please drive safely!

2800 E. 36th Street
500 Hull Avenue
800 E. Euclid Avenue

A.M. Headlines

FROM KCCI: Iowan hopes to hear again after brain tumor left him partially deaf

Tanner Onder says childhood cancer treatments caused him to lose most of his earing. Next week he will receive a life-changing gift. ... READ MORE FROM KCCI

FROM WHO-TV 13: Iowa livestock dealer fined again by federal government for cheating hog sellers

IOWA CITY, Iowa (AP) — For the second time in four years, an influential nationwide pork dealer has been sanctioned by federal regulators for illegal buying practices that cheated hog sellers out of hundreds of thousands of dollars.  READ MORE FROM WHO-TV

FROM WOI-DT Local 5: Virtual reality training helping police practice de-escalation practices

WEST DES MOINES, Iowa — The West Des Moines Police Department continues the conversation of officers engaged with the community.  The department uses a virtual reality simulator to help train de-escalation tactics with the goal of not using force.  ... READ MORE FROM WOI-DT Local 5

The Score
Iowa Cubs: The Iowa Cubs (30-41) fell in game two of the series by a score of 17-5 to the Louisville Bats (28-45), Wednesday at Principal Park.... READ MORE
MLB: Guardians 7 Cardinals 2, Tigers 17 Twins 14, Reds 8 Cubs 2, Royals 3 White Sox 2 ...READ MORE
Menace: USL League Two National Final, Des Moines Menace vs North Carolina Fusion U-23's, Saturday, July 31, - 7:30 p.m. at  Valley Stadium, Tickets - bit.ly/3eVaDl2
CITYVIEW's Best Of Des Moines 2021

Nearly 14,000 votes were cast in the 2021 CITYVIEW Best Of Des Moines readers' poll.

Best Local Convenience Store
1. Casey’s General Stores
2. Kum & Go
3. Kwik Star


Read more

The big boat: Gilbert enjoying his newly purchased pontoon

By Darren Tromblay

Sometimes, bigger is indeed better.
Take Ankeny’s Travis Gilbert and his 24-foot pontoon. The 1998 Dolphin Neptune was purchased two months ago specifically because of its size. The bigger, the better.

The pontoon is 24-feet long, and it needs to be every inch of it. Gilbert’s girlfriend has children ages 7, 10 and 11 years old, and the couple also has a 110-pound dog.

“Between all of us, 24 feet is about perfect,” he says.


Read more


Special Education Teacher Associate
The Johnston Community School District is seeking individuals who want to make a difference in the lives of students as a Special Education Teacher Associate. There are full-time (over 30 hours per weeks) and part-time positions (under 30 hours per week) available. Starting rate of pay is $16.96 to $17.65 per hour. Full-time employees are eligible to receive medical and dental insurance. All full-time and part-time positions are eligible for the Iowa Public Employees Retirement System (IPERS).
Please apply online at: https://www.applitrack.com/johnston/onlineapp/default.aspx?Category=Support+Staff
General job functions include:
· Assists in the supervision of students in the classroom and other areas of the school facility.
· Assists staff in preparation of materials.
· Works with group or individual students in the daily routine of the classroom under the teacher’s direction.
· Keeps teacher/administrator informed of all relevant student-related matters.
· Maintains working knowledge and use of available technology.
· Duties and responsibilities as requested by supervisor may vary from time to time.

Place your help wanted ad in the list below for FREE! Email to pat@dmcityview.com. And ask us about upgrading your FREE ad with a display ad in any of our publications.



LPN ...










“Most 18 year boys need 2,100 to 3,900 calories per day for proper growth.  My grandson Chase, who created this Bubba Burger sandwich, may have met his goal."  Photo by Chase Vanginkel.  Photo shared by Paul Houston. DO NOT TRY THIS AT HOME!!!!

Want to see your photo included in the Daily Umbrella? Send your Snapshots to tammy@iowalivingmagazines.com, and maybe it will be chosen!

Digital Editions
Adel Living magazine is published each month and mailed to every household in the community. The July issue cover story, "On the Same Page," is about residents who enjoy being members of book clubs — and not just for the "good reads." Also included are other features, informational articles and local photos. Each edition, as well as the archives, may be viewed at www.iowalivingmagazines.com. Read the July issue here.
Birthdays and Notables!

Happy Birthday to these celebrities: Allison Mack, Wil Wheaton, Josh Radnor, Dak Prescott, Genesis Rodriguez, Rachel Miner, Scott Steiner, Martina McBride, Ken Burns, Timothy Omundson, Tim Gunn (Make It Work!), Charles R. Schwab, Cynthia Rowley

SUBMIT: Want to wish someone a Happy Birthday or a Congratulations on their big day? Email tammy@iowalivingmagazines.com

Poll of the Week

How many times per year do you swim in a pool?

21 or more


Which was the worst “Star Wars” movie?

“A New Hope” - 6%
“The Empire Strikes Back” - 0%
“Return of the Jedi” - 6%
“The Phantom Menace” - 44%
“Attack of the Clones” - 22%
“Revenge of the Sith” - 6%
“The Force Awakens” - 6 %
“The Last Jedi” - 10%
“The Rise of Skywalker" - 0%

Morning Chuckle
Where did the cowboy cook the pork and beans?
I think Lu Anne Gafford thought the question was WHY did the cowboy cook pork and beans, because her answer was, "Because he wanted to have a rootin’ tootin’ good time," and that seems like a great answer!
What do you call a happy cowboy?
Have a guess? Email tammy@iowalivingmagazines.com 

P.S. As a free newsletter, we rely on readers like you to grow our subscriber list. If you have a friend or coworker who you think would enjoy waking up to The Daily Umbrella each weekday morning, please share our newsletter sign up page with them! Visit www.thedailyumbrella.com and click on the SUBSCRIBE link on the upper right-hand side!


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