On Saturday, Usain Bolt led the fastest 100m in history at 10.30pm Beijing time, but NBC held back its telecast by 12 hours before releasing it to viewers. At the time of the race - 10.30am in New York - the broadcaster was showing a basketball match between Spain and the US.
A spokesman for NBC said: "We have an obligation to our affiliates and advertisers to show marquee sports at peak time, when the US is watching."
A spokeswoman for London 2012 said that schedules will not be arranged for two years but admitted that "rights holders want to maximise viewership; we will work this so everyone has the best opportunity to watch."
NBC did not comment on whether it wants a post-midnight 100m final.
