Primetime has garnered the most headlines, but NBC’s daytime coverage of the Olympics struggled as well over the weekend.
Daytime coverage of the Rio Summer Olympics earned a 7.3 final rating and 12.0 million viewers on NBC Sunday afternoon, down 26% in ratings and 25% in viewership from London in 2012 (9.9, 16.0M) and down 26% and 25%, respectively, from Beijing in 2008 (8.9, 14.1M).
Despite the steep declines, the telecast outperformed events like the Daytona 500 (6.6, 11.4M) and MLB All-Star Game (5.4, 8.7M).
Earlier in the day, two hours of morning coverage had a 4.5 and 7.1 million — down 45% in ratings and 44% in viewership from 2012 (8.2, 12.7M) and down 42% and 40%, respectively, from 2008 (7.7, 11.7M).
The declines were just as pronounced the previous day. Saturday afternoon coverage scored a 6.7 and 10.9 million, down 28% in ratings and 27% in viewership from 2012 (9.3, 14.9M) and down 8% and 11%, respectively, from 2008 (7.3, 12.4M). The four-hour morning window drew a 4.3 and 6.4 million, down 46% in ratings and 48% in viewership from 2012 (7.9, 12.3M) and down 19% in both measures from 2008 (5.3, 7.9M), which were both two-hour windows.
On cable, daytime viewership was mixed. NBCSN scored a 0.7 and 1.2 million Sunday afternoon, down 22% in ratings and 15% in viewership from 2012 (0.9, 1.4M). Earlier that morning, however, the network posted a 0.9 and 1.4 million — flat and up 10% respectively. The previous day, afternoon coverage produced double-digit gains, with ratings up 20% (from 1.0 to 1.2) and viewership up 18% (from 1.7M to 2.1M).
On MSNBC, both of its weekend afternoon windows dropped double-digits. Sunday coverage had a 0.7 (-22%) and 1.1 million (-22%), while Saturday’s window had a 0.7 (-30% and 1.2 million (-27%).
(Wknd. numbers via ShowBuzz Daily)
