The encyclopedia · Advertising & PR · Marketing decision · 2021–2022
NBC refused to air the 2022 Golden Globes — ending a $60M-a-year deal
An LA Times investigation found the HFPA had no Black members — NBC, paying about $60M a year, became the first network ever to refuse to air the show.
NBC · Hollywood Foreign Press Association · 2021-05-10
What happened
On February 21, 2021, the Los Angeles Times published an investigation of the Hollywood Foreign Press Association, the 87-member body that votes on the Golden Globes: the group had no Black members, and the paper detailed fresh allegations of self-dealing and ethical lapses, from members selling studio gifts online to one scalping Globes tickets for $39,000.
Pressure built through the spring: Time's Up published an open letter in March, and in May Netflix, Amazon and WarnerMedia refused to participate in HFPA events until lasting reform. Tom Cruise returned his three Golden Globes.
On May 10, 2021, NBC — which had signed an eight-year deal worth around $60 million a year in 2018 — announced it would not air the 2022 show: "We continue to believe that the HFPA is committed to meaningful reform. However, change of this magnitude takes time and work, and we feel strongly that the HFPA needs time to do it right. As such, NBC will not air the 2022 Golden Globes."
Why it happened
- The 2018 deal priced the show at about $60M a year — walking away meant giving up a contracted asset while the contract was still running.
- NBC's statement framed the move as a suspension, not a divorce — "we are hopeful we will be in a position to air the show in January 2023" left the door open.
- The investigation did the damage and the studios set the deadline — NBC acted once the industry's biggest participants had already refused to show up.
The lesson
A broadcaster's refusal is the strongest pressure an awards body can face — when the network that prices the show walks away, the institution's value is whatever the investigation said it was.
Aftermath
The 2022 Golden Globes went unaired on any US network. NBC's statement had set the condition for the show's return: "Assuming the organization executes on its plan, we are hopeful we will be in a position to air the show in January 2023." The refusal turned the HFPA's promised reform into the price of the broadcast coming back.
Sources
- LA Times — What is HFPA? 2021 Golden Globes group has no Black members, 21 Feb 2021 (no Black members; 87 members; self-dealing and ethical lapses)
- CNBC — NBC will not air 2022 Golden Globes due to ongoing HFPA controversy, 10 May 2021 (NBC statement verbatim; ~$60M/yr eight-year deal; Cruise returned Globes; studios refused participation)
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