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The final viewership and ratings numbers are in for NBC and its coverage of the London Olympics. Instead of trying to summarize the specifics of the numbers on television and online, it’s best to post the entire press release from NBC and let you decipher the data:
LONDON OLYMPICS ON NBC IS MOST-WATCHED TELEVISION EVENT IN U.S. HISTORY
More than 219 Million Watch 2012 London Olympics, Surpassing the 215 Million from the 2008 Beijing Olympics Olympic Halo Effect; NBC’s London Success Lifts Viewership Across NBCUniversal Platforms
NBC’s Olympic Primetime Averages 31.1 Million Viewers, The Most-Watched Non-U.S. Summer Olympics in 36 Years – Topped 2008 Beijing Olympics by 12% and the 2004 Athens Olympics by 26%
NBC Olympics Digital Platforms Experience Unprecedented Traffic, Consumption & Engagement
NBC Sports Network Sets Multiple Viewership Records
Most-Watched Closing Ceremony (31.0 Million) for Non-U.S. Summer Olympics in 36 Years
LONDON – August 13, 2012 – 219.4 million Americans watched the London Olympics on the networks of NBCUniversal, setting the record as the most-watched event in U.S. television history, surpassing the 2008 Beijing Olympics (215 million), according to data available today from The Nielsen Company.
NBCUniversal, presented its 13th Olympics, the most by any U.S. media company, with an unprecedented 5,535 hours of the 2012 London Olympics coverage 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.
STEVE BURKE: CHIEF EXECUTIVE OFFICER, NBCUNIVERSAL:
“The London Olympics was a wonderful 17 days for NBCUniversal, exceeding all our expectations in viewership, digital consumption and revenue. Every part of our company contributed to our success, once again showing how effective we can be when we all get together to support a large project. This was the first Olympic Games for Comcast and the new NBCUniversal, and the first in history in which every minute of every event was available live. We are proud to have been part of the last two weeks, and we couldn’t have asked for a better start to our long run of Olympic Games through 2020.”
MARK LAZARUS: CHAIRMAN, NBC SPORTS GROUP:
“For 17 days, NBCUniversal has surrounded the American viewer with the London Olympics, which have now become the most-watched event in U.S. television history. There are thousands of dedicated and talented people in London and New York who take great pride in being part of these historic Games and this television milestone.”
Below is a rundown of how London Olympics “halo effect” benefited the various divisions and dayparts of NBCUniversal:
MOST WATCHED EVENTS IN U.S. TELEVSION HISTORY:
|1.||London Olympics – 2012||219.4 million||NBC|
|2.||Beijing Olympics – 2008||215 million||NBC|
|3.||Atlanta Olympics – 1996||209 million||NBC|
|4.||Lillehammer Olympics – 1994||204 million||CBS|
|5.||Athens Olympics – 2004||203 million||NBC|
|6.||Seoul Olympics – 1988||194 million||NBC|
|7.||Barcelona Olympics – 1992||192 million||NBC|
|8.||Vancouver Olympics – 2010||190 million||NBC|
|9.||Salt Lake City Olympics – 2002||187 million||NBC|
|10.||Sydney Olympics – 2000||185 million||NBC|
LONDON OLYMPICS IS MOST-WATCHED NON-U.S. SUMMER GAMES IN 36 YEARS:
The London Olympics has averaged 31.1 million viewers in primetime, and a household rating of 17.5, making it the most-watched and highest-rated (tying Seoul 1988) non-U.S. Summer Olympics since the Montreal Olympics in 1976.
· The London Olympics average primetime viewership of 31.1 million viewers is 3.4 million more viewers and 12% higher than the Beijing Olympics (27.7 million) 6.5 million more viewers and 26% higher than the Athens Olympics (24.6 million).
· Nine nights of the London Olympics have drawn more than 30 million viewers, topping the combined total from the 2008 Beijing Olympics (5) and 2004 Athens Olympics (2).
· According to Nielsen live + same day data, the last primetime series to average 30 million viewers was the 2006 season of American Idol.
|AVERAGE VIEWERSHIP – NON-U.S. SUMMER OLYMPICS|
|London Olympics – 2012||31.1 million||NBC|
|Beijing Olympics – 2008||27.7 million||NBC|
|Barcelona Olympics – 1992||25.9 million||NBC|
|Seoul Olympics – 1988||25.3 million||NBC|
|Athens Olympics – 2004||24.6 million||NBC|
|Sydney Olympics – 2000||21.5 million||NBC|
· The London Olympics 17-night primetime household rating of 17.5/30 ties the 1988 Seoul Olympics as the highest-rated non-U.S. Summer Olympics since Montreal in 1976.
· The 17.5/30 is 8% higher than Beijing (16.2/28), and 17% higher than Athens (15.0/26), the last European Summer Olympics.
CLOSING CEREMONY IS MOST-WATCHED AND HIGHEST-RATED IN 36 YEARS:
Last night’s Closing Ceremony on NBC averaged 31.0 million viewers, the most-watched Closing Ceremony for a non-U.S. Summer Olympics in 36 years. The 31.0 million viewers is 12% more than the Closing Ceremony for Beijing (27.8 million) and 58% more than Athens (19.6 million).
The Closing Ceremony on NBC (8:30-10:58 p.m. ET/PT) earned a 17.0/27 national household rating/share, up 10% from Beijing (15.5/25) and up 43% from Athens (11.9/20).
LONDON OLYMPICS DOMINANT AGAINST COMPETITION: With all 17 nights, the London Olympics stands as the most dominant Olympics in Primetime vs. the three major competing broadcast networks in NBC records (1988 Calgary – now).
OLYMPICS ON NBC 30.5 million in strict primetime
Fox/CBS/ABC combined: 9.1 million (235% advantage)
CBS 4.0 million (663% advantage)
ABC 2.9 million (952% advantage)
Fox 2.2 million (1,286% advantage)
NBC’S WEEKDAY DAYTIME SHOW IS MOST-WATCHED IN HISTORY OF NON-U.S. SUMMER OLYMPICS: The London Olympics weekday daytime show, co-hosted by Al Michaels and Dan Patrick, has set numerous viewership records.
MOST WATCHED WEEKDAY DAYTIME SHOW (NON-U.S. SUMMER OLYMPICS):
|1.||London – 2012||7.1 million|
|2.||Barcelona – 1992||5.9 million|
|3.||Seoul – 1988||5.5 million|
|4.||Beijing – 2008||5.4 million|
|5.||Athens – 2004||5.2 million|
|6.||Sydney – 2000||3.3 million|
The six weekend afternoon telecasts on NBC averaged 12.1 million viewers, up 14% from the weekend afternoon coverage from Beijing (10.6 million), and up 27% from Athens (9.5 million).
The six weekend morning telecasts on NBC averaged 10.5 million viewers, up 31% from Beijing (8.0 million, five telecasts), and up 75% from Athens (6.0 million, three telecasts).
The five early morning weekend telecasts on NBC averaged 5.7 million viewers. There is no comparison to previous Olympics.
Other weekend coverage highlights:
As of Saturday’s broadcast of the 2012 London Olympics, Telemundo Media, “the U.S. Home of the Olympic Games in Spanish,” had more than doubled its audience from the 2008 Beijing Olympics among total viewers and adults 18-49. The Olympic Coverage, especially tailored to the Hispanic audience, had delivered a total cumulative viewership of 19.3 million total viewers, 29% more than the Beijing Olympics for the same period. Some highlights of the record breaking broadcast include:
During their Olympic broadcasts, the NBCUniversal cable networks (BRAVO, CNBC, MSNBC, and NBCSN) reached more than 82.4 million viewers, 160% more than the 31.7 million the networks reached during comparable time periods a year ago.
During the London Olympics, NBC Sports Network (NBCSN) set multiple viewership records:
NBC SPORTS NETWORK’S MOST-WATCHED OLYMPIC EVENTS:
|8/9/12||USA Women’s Soccer||Gold Medal vs. Japan||4.35 million|
|8/6/12||USA Men’s Basketball||Group Match vs. Argentina||3.33 million|
|7/28/12||Rowing||First Saturday 7P-8P||3.14 million|
|8/9/12||Wrestling||Following Women’s Soccer Gold Medal||3.10 million|
|8/8/12||USA Men’s Basketball||Quarter Final vs. Australia||3.09 million|
|8/6/12||USA Women’s Soccer||Semi Final vs. Canada||2.92 million|
|8/10/12||USA Men’s Basketball||Semi Final vs. Argentina||2.82 million|
|7/29/12||USA Men’s Basketball||Group Match vs. France||2.65 million|
|7/28/12||USA Women’s Soccer||Group Match vs. Columbia||2.48 million|
|8/2/12||USA Men’s Basketball||Group Match vs. Nigeria||2.32 million|
The home of Olympic Boxing, CNBC averaged 449,000 viewers for its 5-8 p.m. ET Olympic coverage, it’s best weeks in the time period since the week of Feb 22, 2010 (Vancouver Olympics).
The home of Olympic tennis averaged a 0.36 household rating and 484,000 viewers throughout the Olympics.
· Versus comparable dayparts in the prior four weeks, Bravo’s Tennis coverage was up 107% in household ratings and up 124% among total viewers.
During the London Olympics, MSNBC had two days with more than one million viewers, first time achieved by MSNBC in its four Summer Olympics.
For the first time ever, NBC Olympics.com live streamed every competition as well as Closing Ceremony. In all, the site streamed more than 3,500 total programming hours, including the awarding of all 302 medals. In addition, NBC Olympics provided two new apps for the 2012 London Olympics. The NBC Olympics Live Extra app live streamed every athletic competition and provided multiple concurrent streams for select sports, such as gymnastics (each apparatus), track and field (each event), and tennis (up to five courts). The NBC Olympics appserved as the home for everything else Olympics, including short-form highlights, event schedules, TV and online listings, results, athlete profiles, columns and the new Primetime Companion feature.
During the 17 days of the London Olympics, NBCOlympics.com, the mobile site and the Apps delivered unprecedented traffic, consumption and engagement.
TOTAL VIDEO STREAMS
LIVE VIDEO STREAMS
|London 2012||Beijing 2008|
|NBCOlympics.com computer||57.1 million||51.8 million|
|NBCOlympics.com mobile website||10.1 million||6.5 million|
|NBC Olympics Live Extra app||11.2 million||NA|
|NBC Olympics app||3.7 million||NA|
MOST-WATCHED OLYMPIC LIVE STREAMS
|DATE||GAMES||VIDEO CLIP||VIDEO SPORT||STREAMS|
|August 9, 2012||London||Team USA women’s soccer wins Gold*||Soccer||1,467,465|
|July 31, 2012||London||Team USA Women’s Gymnastics wins Gold*||Gymnastics||1,462,834|
|August 5, 2012||London||Usain Bolt wins 100 Meter Gold||Track & Field||1,288,941|
|August 2, 2012||London||Michael Phelps wins 200IM Gold||Swimming||1,192,812|
|August 2, 2012||London||Gabby Douglas wins Women’s All-Around Gold*||Gymnastics||1,096,319|
|July 30, 2012||London||Men’s Gymnastics Team Gold Medal Final*||Gymnastics||1,067,679|
|August 6, 2012||London||Team USA women’s soccer semifinal*||Soccer||1,047,733|
|July 31, 2012||London||Team USA Men’s Swimming wins 4×200 Gold*||Swimming||1,010,416|
|July 28, 2012||London||Ryan Lochte wins 400IM Gold*||Swimming||891,819|
|July 29, 2012||London||Team USA Men’s Swimming earns 4×100 Silver*||Swimming||823,194|
(*Streamed only to cable, satellite and telco customers who verified their accounts)
Gabby Douglas – the women’s gymnastics all-around gold medalist who also won gold as a member of Team USA — was by far the ‘Most Clicked Athlete’ on NBC Olympics.com with 23.4 million views, nearly 10 million more than fellow gymnast McKayla Maroney. Following are the Top 10 Most Clicked Athletes for the 17 days of the London Olympics on NBCOlympics.com:
|Gabby Douglas||Gymnast, USA||23,427,579|
|McKayla Maroney||Gymnast, USA||14,119,945|
|Usain Bolt||Track & Field, Jamaica||12,922,670|
|Michael Phelps||Swimmer, USA||7,997,617|
|Misty May-Treanor||Beach Volleyball, USA||7,638,830|
|Jordyn Wieber||Gymnast, USA||6,645,748|
|Alex Morgan||Soccer, USA||6,532,436|
|Aly Raisman||Gymnast, USA||5,914,297|
|Feck Stephan||Diver, Germany||3,799,552|
|Jen Kessy||Beach Volleyball, USA||3,537,464|
NOTE: All data for NBCOlympics.com and NBC Olympics Mobile is provided by Omniture.
OLYMPICS LIFTS NBC AFFILIATES; NO. 1 IN ALL 56 METERED MARKETS:
NBC OWNED TELEVISION STATIONS:
Through Sat., August 11, NBC’s 2012 London Olympic games have won their time period across 99.5% of all quarter-hours during Primetime (2,617 of 2,630 QH’s); and beat the COMBINED competition across 96% of all quarter-hours during Primetime (2,536 of 2,630 QH’s across the NBC Owned Television Stations).
“TODAY” SHOW: OLYMPICS BOOST “TODAY” RATINGS:
For the first week of the London Games, TODAY posted its biggest total viewer audience since the week of November 7, 2011 while posting its largest advantage over GMA since the week of February 22, 2010 (second week of Vancouver Winter Olympics). During that week, on Friday, August 3, TODAY posted its biggest single-day gap over GMA since August 21, 2008 (second week of Beijing Summer Olympics). TODAY also had its best key demo A25-54 advantage over GMA in a year and a half.
“NBC NIGHTLY NEWS” LIVE FROM LONDON DELIVERS RECORD RATINGS:
“NBC Nightly News with Brian Williams” posted historic ratings during the London Olympics, including: the best ever total viewer advantage over the competition; the best ever A25-54 advantage over ABC; larger audiences than comparable weeks in Beijing and Athens; wider advantages over ABC compared to last two summer Olympics.
Friday, the night of Opening Ceremony, as Brian Williams anchored from London:
Sunday July 29 “NBC Nightly News,” as Brian Williams anchored from London:
For the first full week of the London Olympics (Monday, July 30 – Friday, August 3):
FINAL 17-DAY LONDON OLYMPICS PRIMETIME METERED MARKET AVERAGE (ALL 56 METERED MARKETS):
|1. Salt Lake City||25.0/45|
|2. Kansas City||22.5/37|
|5. Columbus, OH||21.9/36|
|T8. San Diego||20.8/37|
|T8. West Palm Beach||20.8/34|
|11. Albuquerque-Santa Fe||20.3/34|
|12. Portland, OR||20.0/41|
|13. Minneapolis-St. Paul||19.9/38|
|14. Oklahoma City||19.8/32|
|T17. San Francisco||19.6/39|
|T17. Washington, D.C.||19.6/36|
|T20. Ft. Myers||19.4/35|
|22. St. Louis||19.0/32|
|23. Los Angeles||18.8/35|
|24. New Orleans||18.5/27|
|25. Greensboro-High Point||18.4/29|
|T26. New York||18.2/31|
|35. Orlando-Daytona Beach||17.8/31|
|38. Dallas-Ft. Worth||17.4/31|
|T39. San Antonio||17.3/27|
|T45. Hartford-New Haven||16.7/28|
|49. Las Vegas||16.5/28|
|51. Miami-Ft. Lauderdale||16.1/27|
|T52. Tampa-St. Petersburg||15.8/29|
|T52. Providence-New Bedford, RI||15.8/27|
LONDON OLYMPICS RATING BY TIME ZONE