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London Olympics post 7th straight night of viewership and ratings gains over 2008 Beijing Games

by jmaloni
Fri, Aug 3rd 2012 07:40 pm

Each night of the 2012 London Olympics to date have drawn higher viewership and household ratings than the first seven nights of the 2008 Beijing Olympics and the 2004 Athens Olympics, the last European Summer Olympics, according to official national data provided by The Nielsen Company.

Thursday night's coverage, which featured Gabby Douglas winning the gold medal in the women's gymnastics all-around and Michael Phelps outdueling Ryan Lochte in the 200m IM to earn his record 20th career Olympic medal, drew 36.8 million viewers, the most-watched first Thursday of any non-U.S. Summer Olympics in 36 years (Montreal 1976).

•The average viewership of 36.8 million is 7.1 million (+24%) more than the first Thursday of the Beijing Olympics (29.7 million viewers), and 5.1 million (+16%) more than the first Thursday of the Athens Olympics (31.7 million viewers).

•To date, six nights of the London Olympics have drawn more than 30 million viewers, more than the entire Beijing (5) or Athens (2) Olympics.

•Thursday night's Olympic broadcast was the most-watched Thursday telecast on any network since the "Friends" series finale on May 6, 2004.

Through the first Thursday of the London Olympics, NBC is averaging 35.1 million viewers, the most of any non-U.S. Summer Olympics since the 1976 Montreal Olympics. The 35.1 million is 4.5 million more viewers than Beijing (30.6 million) and 8.1 million more than Athens (27.0 million).

Thursday night's primetime coverage on NBC (8 p.m. to midnight) earned a 21.1/36 national rating/share, 18 percent higher than the first Thursday night of the Beijing Olympics (17.9/31), and 9 percent higher than the first Thursday night in Athens in 2004 (19.3/32), the last European Summer Olympics.

•The seven-night average household rating of 19.5/33 is the highest for any non-U.S. Summer Olympics through the first Thursday since the 1976 Montreal Olympics. The average rating is 10 percent higher than Beijing (17.7/30) and 20 percent higher than Athens (16.2/28).

NBC'S DAYTIME AND LATE NIGHT VIEWERSHIP SOARS:

•NBC's daytime coverage Thursday drew and\ average 7.5 million viewers and a household rating/share of 5.2/15 (10 a.m.-5 p.m.). There is no direct comparison to any past Olympics.

•For Beijing, the 10 a.m.-1 p.m. daytime program on the comparable drew an average of 5.3 million viewers and had a household rating/share of 3.9/13.

•In Athens, the 12:30 to 4 p.m. program drew an average of 4.7 million viewers and had a household rating/share of 3.5/11.

•The late night program (12:35-1:18 a.m.) drew 7.3 million viewers, 49 percent higher than the comparable night in Beijing (4.9 million). The household rating of 5.0/16 is 35 percent higher than the same night in Beijing (3.7/17).

•Through six nights, the late night program is averaging 6.9 million viewers, up 34 percent from Beijing (5.1 million) and up 32 percent from Athens (5.2 million)

SEVEN-NIGHT METERED MARKET AVERAGE:

1. Salt Lake City

27.8/48

2. Milwaukee

25.8/42

3. Kansas City

25.7/42


4. Denver

25.4/47


5. Columbus

24.6/41


6. Indianapolis

24.4/41


T7. San Diego

24.3/43


T7. Norfolk

24.3/38


9. Richmond

23.6/38


T10. West Palm Beach

23.0/38


T10. Albuquerque

23.0/38


12. Minneapolis

22.9/43


13. Oklahoma City

22.6/36


T14. Washington, D.C.

22.4/41


T14. St. Louis

22.4/37


T14. Austin

22.4/39


17. Portland

22.2/45


18. Nashville

22.1/34


T19. Sacramento

22.0/41


T19. Ft. Myers

22.0/39





NBCUniversal, presenting its 13th Olympics, the most by any U.S. media company, will make an unprecedented 5,535 hours of the 2012 London Olympics coverage available across NBC, NBC Sports Network, MSNBC, CNBC, Bravo, Telemundo, NBCOlympics.com, two specialty channels, and the first-ever 3D platform, an unprecedented level that surpasses the coverage of the 2008 Beijing Olympics by nearly 2,000 hours.

For the full schedule of NBCUniversal's Olympic coverage, visit NBCOlympics.com.

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