Winter Olympics TV ratings hit an all-time low.

In addition to NBC’s primary window, primetime coverage aired on NBCSN and NBC Sports digital platforms. Across broadcast, cable and streaming, the primetime windows averaged an 11.3 and 19.8 million, both down 7% from 2014.
Whether on NBC alone or across platforms, this year’s Olympics ranks as the lowest rated and least-watched ever in primetime. The previous lows were a 12.2 (2006 and 2014) and 20.2 million (2006). The three lowest rated and least-watched Olympics have come in the past four Winter Games.
Compared to the 2016 Summer Olympics, which also included primetime cable and streaming coverage, this year’s combined audience declined more than a quarter from approximately 27.0 million.
For the first time since 2006, no night of the Olympics averaged 30 million viewers. In fact, no single quarter-hour cracked the 30 million mark, with viewership peaking at 29.7 million from 9:45-10 PM ET on February 11.
While low for the Olympics, the numbers were strong by today’s diminished standards. NBC alone outdrew the combined primetime averages of ABC, CBS and FOX by a record 82 percent (17.8M to 9.8M). By comparison, the network won by 43% in 2014 (21.3M to 14.9M), 9% in 2010 (24.4M to 22.3M), and 33% in 2002 — when the U.S. last hosted the Games (31.9M to 23.9M). It actually lost the head-to-head by 38% in 2006 (20.2M to 32.8M).
As in 2014, NBC won all 18 nights of the Olympics — compared to 14 of 17 nights in 2010 and 8 of 17 in 2006.
NBC’s dominance had more to do with the decline of broadcast television (exaggerated by unusually light competition) than the strength of the Olympics. Having said that, it is worth noting that the Olympics’ declines pale in comparison to the rest of television, which in this era may clear the bar for success.
Compared to other sports, primetime Winter Olympics coverage outdrew last year’s World Series on FOX (19.1M) and last year’s NCAA Tournament Final Four on CBS (18.8M). It trailed last year’s NBA Finals on ABC (20.8M) and this year’s College Football Playoff on ESPN (26.3M). Except for the Final Four, all figures include streaming viewership.
Average Primetime Olympic Viewership

[Numbers from NBC Sports PR 2.26]




