After viewership rose by double-digits on Tuesday, primetime coverage of the Winter Olympics suffered back-to-back declines on Wednesday and Thursday.
Thursday’s primetime coverage of the 2014 Sochi Olympics earned a 13.4 rating and 22.9 million viewers on NBC, according to Nielsen fast-nationals — down 8% in ratings and viewership from Vancouver in 2010 (14.5, 24.8M), but up 13% and 18%, respectively, from Turin in 2006 (11.9, 19.4M). The comparable night of the most recent Olympics (London in 2012) had a 21.1 and 36.8 million.
The previous night, primetime coverage drew a 12.1 and 20.8 million — down 28% in ratings and 29% in viewership from 2010 (16.7, 29.4M), but up 7% and 16%, respectively, from 2006 (11.3, 17.9M). The comparable telecast in 2012 had a 17.9 and 30.8 million. Wednesday’s decline was the largest of the Olympics-to-date. The comparable telecast in 2010 was fueled by several American stars winning gold medals.
Through the first week of the Sochi Olympics, only one of the seven primetime telecasts so far has had an increase in viewership over Vancouver. All seven, however, have had increases over Turin.
Primetime Viewership For Sochi Olympics
(Wed./Thu. numbers from NBC Sports Group Press Box)
