Olympics: Even the Nights Are Better, Even the Days Are Brighter

Posted by | August 5, 2012 at 6:32 PM

NBC continues to attract larger audiences for daytime and late night Olympic coverage.

Afternoon coverage of the 2012 London Olympics earned an 8.2 final rating and 12.6 million viewers on NBC from Noon to 6:00 PM ET Saturday afternoon, up 9% in ratings and 13% in viewership from Beijing in 2008 (7.5, 11.232M). The telecast, and all daytime coverage Saturday, aired live in all time zones.

Of note, the afternoon telecast drew a lower rating (-12%) and fewer viewers (-15%) than the same window a week earlier (9.3, 14.9M), which was tape delayed in the Mountain and Pacific time zones.

Earlier Saturday, coverage from 10:00 AM to Noon ET earned a 7.4 and 11.0 million viewers — up 21% and 26%, respectively, from coverage in 2008 that included a United States/Spain men’s basketball game (6.1, 8.664M). The two-hour window included the tail end of the Serena Williams/Maria Sharapova women’s tennis gold medal match.

Coverage from 9:00 AM to 10:00 AM, which consisted solely of the Williams/Sharapova match, drew a 5.0 and 7.0 million. There was no comparable 9-10 AM hour in 2008.

Wrapping up the Saturday numbers, late night coverage from 12:33 to 1:22 AM ET drew a 4.8 and 7.2 million viewers — up a tick in ratings and 7% in viewership from 2008 (4.7, 6.701M).

(Saturday’s numbers from NBC Universal Media Village)