As on Saturday, Sunday’s daytime coverage of the Olympics earned strong numbers on NBC.
Afternoon coverage of the 2012 London Summer Olympics earned a 9.9 final rating and 16 million viewers on NBC Sunday, up 11% in ratings and 13% in viewership from Beijing in 2008 (8.9, 14.090M), and up 36% and 45%, respectively, from Athens in 2004 (7.3, 11.064M).
While that pales in comparison to primetime coverage, the telecast ranks among some of the highest-profile sporting events of the year. The telecast drew more viewers than three of the five BCS bowls, one game each from the NBA Finals and the Final Four, and a host of other events ranging from the Daytona 500 to the final round of The Masters.
Earlier in the day, mid-morning coverage from 9:51 AM to Noon ET drew an 8.2 and 12.7 million viewers, up 6% and 8%, respectively, from approximate coverage in 2008 (7.7, 11.737M). Early morning coverage from 7-9:51 AM ET drew a 4.3 and 9.0 million viewers.
Finally, Sunday’s late night window earned a 4.6 and 6.9 million viewers from 12:35-1:22 AM ET — up 31% in ratings and 41% in viewership from 2008 (3.5, 4.929M), and up 36% and 37%, respectively, from 2008 (3.6, 5.022M).
(Sunday’s daytime numbers from NBC Sports Group via Fang’s Bites)