Usain Bolt dashed to victory in the signature event of the London Olympics on Sunday at 4:50 p.m ET. NBC broadcast the race on tape-delay, hours, later in prime time.Complete Coverage: 2012 London Olympics
IOC spokesman Mark Adams says, "it's certainly not for us to tell them how to reach their audience.'' Adams says NBC live-streamed the race for online viewers, so "if you wanted live, you could get it live.''
NBC has exclusive U.S. rights for the London Games. It struck a $2.2 billion deal with the IOC in 2003, which included rights to the 2010 Vancouver Winter Olympics.
NBC has broadcast every Summer Olympics since 1988.
With the growth of Twitter, Facebook and other social media, it's been difficult to escape Olympic news this year, especially in light of tape-delay in the U.S. It's forced viewers to make some tough decisions when it comes to watching their favorites sports.
Tell us: Have you been watching the Olympics in prime time, or streaming the London Games live?