Though not on the level of the made-for-TV primetime telecasts, ratings and viewership have increased for daytime and late night coverage of the 2012 London Olympics.
Tuesday’s daytime coverage of the 2012 Summer Olympics earned a 5.4 final rating and 7.7 million viewers on NBC from 10:00 AM-5:30 PM ET, up 26% in ratings and 31% in viewership from Beijing in 2008 (10 AM-1 PM ET: 4.3, 5.883M), and up 42% and 51%, respectively, from Athens in 2004 (12:30-4 PM ET: 3.8, 5.1M).
NBC did not split Tuesday’s telecast into separate telecast windows, as had previously been the practice during the Olympics. On Monday, for example, the network released ratings for separate 10 AM-12 PM and 12-5 PM telecast windows.
Also Tuesday, late night coverage earned a 4.6 and 6.7 million viewers, up 15% in ratings and 22% in viewership from 2008 (4.0, 5.521M).
(Tuesday’s numbers from NBC Universal Media Village)