NBC’S PRIMETIME RIO OLYMPICS IS MOST DOMINANT IN ADULT 18-49 DEMOGRAPHIC OF ANY OLYMPICS ON RECORD

 

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NBC’S PRIMETIME RIO OLYMPICS IS MOST DOMINANT IN ADULT 18-49 DEMOGRAPHIC OF ANY OLYMPICS ON RECORD

Press Release

August 18, 2016

 

RIO DE JANEIRO – August 18, 2016 – NBC Olympics’ exclusive and unprecedented multi-platform coverage of the 2016 Rio Olympics continues to dominate the competition.

DEMOGRAPHICS

NBC’s primetime Rio Olympic ratings are the most dominant in Olympic television history in the Adult 18-49 demographic, according to national data provided by The Nielsen Company.

NBC’s 13-night 7.7 primetime rating in the demographic more than quadruples (353% above) the other broadcast networks combined (1.7 on ABC, CBS and FOX) – the largest advantage in the first 13 days of any Olympics (on record).

DIGITAL

NBC Olympics’ digital presentation of Rio 2016 continues to set consumption milestones. Through Wednesday night, viewers streamed 2.25 BILLION live minutes – more than 750 million minutes ahead of the combined total of ALL prior Olympics.

WOMEN’S GOLF

Wednesday marked the first women’s golf competition in the Olympics since 1900 and by Saturday’s final round, Golf Channel’s presentation will account for more live hours of coverage than any other women’s golf event in history.

Golf Channel’s Wednesday afternoon coverage of the opening round was up 578% among average viewers and up 467% for U.S. household rating vs. the same Wednesday in 2012 opposite the London Games.

Additionally, Golf Channel’s coverage tied as the highest-rated round one of any women’s golf event in 2016 (Noon-3:54 pm ET; 0.17 US HH rating, 217,000 average viewers), matching the rating for coverage of the ANA Inspiration Major Championship, which aired in primetime (3/31/16, 7:12-9:12 pm ET). South Korean Inbee Park is leading the competition at -10, followed by USA’s Stacy Lewis at -9 after today’s second round.

TOTAL AUDIENCE DELIVERY

Wednesday’s primetime Rio Olympics coverage posted a Total Audience Delivery average of 22.1 million viewers with a 13.3 household rating.

Last night’s NBC-only Rio Olympics coverage (8-11:03 p.m. ET/PT) averaged 20.7 million viewers and posted a 12.3/22 household rating. Also in primetime on Wednesday, NBCSN’s live Olympics competition coverage averaged 1.17 million viewers.

Additional NBC Olympics metrics:

  • After 13 days, the NBC-only average primetime viewership (26.7 million viewers) and household rating (15.0) have respective 256% and 194% advantages over ABC, CBS and FOX combined – the second-largest Games advantage on record (behind only the London Olympics).
  • Telemundo’s live coverage from 11 a.m.-3 p.m., featuring the Brazil-Honduras men’s soccer semifinal, averaged 382,000 viewers and 191,000 viewers in the Adult 18-49 demographic – up 16% and 14% respectively from the comparable day in London.
  • NBC UNIVERSO’s live Rio 2016 coverage from 3-8 p.m. ET averaged 106,000  viewers and 60,000 viewers in the Adult 18-49 demographic – up 715% and 650% respectively vs. the comparable day last August.

NBC Olympics coverage on other channels and digital streaming has lifted primetime viewership each night (chart below).

Date Total Audience Delivery   NBC-only viewership   TAD Lift 
Sat. 8/6 23.5 million 20.6 million 14%
Sun. 8/7 31.8 million 29.8 million 7%
Mon. 8/8 31.5 million 28.9 million 9%
Tues. 8/9 36.1 million 33.4 million 8%
Wed. 8/10    28.6 million 26.4 million 8%
Thur. 8/11 33.0 million 31.2 million 6%
Fri. 8/12 26.0 million 24.0 million 8%
Sat. 8/13 26.8 million 25.5 million 5%
Sun. 8/14 28.1 million 26.7 million 5%
Mon. 8/15 25.5 million 24.2 million 5%
Tues. 8/16 25.6 million 24.1 million 6%
Wed. 8/17 22.1 million 20.7 million 7%
Average 28.6 million 26.8 million 7%

NBC Olympics’ Total Audience Delivery measures broader Rio Olympics consumption by calculating average minute viewing across broadcast, cable, and digital. The 2016 Rio Olympics is the first in U.S. media history with live primetime Olympic coverage on channels other than the primary broadcast network. It is also the first time that the broadcast network coverage, including primetime, has been streamed simultaneously on digital platforms. 

Through the 12 nights of competition, Total Audience Delivery for Rio 2016 and the 2012 London Olympics:

OLYMPICS TOTAL AUDIENCE DELIVERY

Day Rio 2016 London 2012* Rio 2016 London 2012*
1stSat. 23.5 million 28.7 million 13.0 rating 15.8 rating
1stSun. 31.8 million 36.0 million 17.3 rating 19.8 rating
1stMon. 31.5 million 31.6 million 18.1 rating 18.0 rating
1stTues 36.1 million 38.7 million 20.5 rating 21.8 rating
1stWed 28.6 million 30.8 million 16.5 rating 17.9 rating
1stThurs 33.0 million 36.8 million 18.9 rating 21.1 rating
1stFriday     26.0 million     28.5 million       15.0 rating    16.2 rating         
Mid. Sat. 26.8 million 28.0 million 15.0 rating 15.9 rating
Mid. Sun. 28.1 million 31.3 million 15.8 rating 17.5 rating
2ndMon. 25.5 million 26.6 million 14.9 rating 15.8 rating
2ndTues. 25.6 million 30.1 million 14.3 rating 17.6 rating
2ndWed. 22.1 million 29.1 million 13.3 rating 16.8 rating

*NOTE: The 2012 London Olympics had no simultaneous live streaming and no competing primetime Olympic cable coverage. 

TOP 10 METERED MARKETS FOR NBC WEDNESDAY PRIMETIME:

1. Salt Lake City                     18.4/36
2. Denver 17.8/35
3. West Palm Beach 16.7/27
4. Columbus 16.1/28
5. Austin 15.9/29
6. Indianapolis                       15.6/27
7. Norfolk 15.4/24
8. San Diego 15.3/30
T9. Minneapolis                   15.2/29
T9. St. Louis                    15.2/26

About NBC Olympics

A division of NBC Sports Group, NBC Olympics is responsible for producing, programming and promoting NBCUniversal's Olympic Games coverage. It is renowned for its unsurpassed Olympic heritage, award-winning production, and ability to aggregate the largest audiences in U.S. television history. The London 2012 Olympic Games were watched by 217 million Americans across the networks of NBCUniversal, making it the most-watched event in U.S. television history.

--Rio 2016--

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