• Ratings
  • News
  • Schedules
    • NFL
    • NBA
    • NHL
    • Australian Open
    • Winter Olympics
Sports Media Watch
No Result
View All Result
  • NFL
  • NBA
  • Olympics
  • NHL
  • MLB
  • Soccer
  • Media
  • Podcast
  • Contact
  • Ratings
  • News
  • Schedules
    • NFL
    • NBA
    • NHL
    • Australian Open
    • Winter Olympics
Sports Media Watch
No Result
View All Result
Sports Media Watch
No Result
View All Result
  • NFL
  • NBA
  • Olympics
  • NHL
  • MLB
  • Soccer
  • Media
  • Podcast
  • Contact

Home » Ratings » Fewer Than 20 Million For Winter Games, Primetime Olympic Low

Fewer Than 20 Million For Winter Games, Primetime Olympic Low

by Paulsen
4 years ago
12

Winter Olympics TV ratings hit an all-time low.

olympicsPrimetime coverage of the Winter Olympics averaged a 10.1 rating and 17.8 million viewers on NBC, down 17% in ratings and 16% in viewership from 2014 (12.2, 21.3M) and down 27% in both measures from 2010 (13.8, 24.4M). Figures include primetime encores on the West Coast.

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

Olympics ratings chart
Average primetime Olympic viewership (dating back to Summer 1988)

[Numbers from NBC Sports PR 2.26]

ADVERTISEMENT
Tags: 2018 Winter OlympicsFinal RatingsOlympics on NBCOlympics Ratings
Previous Post

Olympics in Record-Low Territory on Final Weekend

Next Post

Salt Lake Tops Olympic Charts; Western Markets Up Big

Paulsen

Dr. Jon Lewis (aka Paulsen) has been covering the sports media industry on a daily basis since 2006 as the founder and sole writer of Sports Media Watch. You can contact him here or on the Sports Media Watch Twitter page.

Related

KANSAS CITY, MO - JANUARY 30: Cincinnati Bengals quarterback Joe Burrow (9) rolls out to evade Kansas City Chiefs defensive tackle Jarran Reed (90) in the first quarter of the AFC Championship game between the Cincinnati Bengals and Kansas City Chiefs on Jan 30, 2022 at GEHA Field at Arrowhead Stadium in Kansas City, MO. (Photo by Scott Winters/Icon Sportswire)
NFL

Bengals-Chiefs top rated conference title game in three years

1 day ago
INGLEWOOD, CA - JANUARY 30: Los Angeles Rams wide receiver Odell Beckham Jr. #3 holds off San Francisco 49ers cornerback Ambry Thomas #20 during the NFC Conference Championship game between the San Francisco 49ers and the Los Angeles Rams on January 30, 2022, at SoFi Stadium in Inglewood, CA. (Photo by Jevone Moore/Icon Sportswire)
NFL

Over 50 million for 49ers-Rams

1 day ago
Ratings

Ratings: NBA, college hoops and more

2 days ago
KANSAS CITY, MO - JANUARY 23: Kansas City Chiefs and Buffalo Bills face off during the AFC Divisional Round playoff game on January 23rd, 2022 at Arrowhead Stadium in Kansas City, Missouri. (Photo by William Purnell/Icon Sportswire)
NFL

Classic Divisional Round delivers multi-year highs in each window

1 week ago
ADVERTISEMENT
Sports Media Watch

A daily chronicle of the latest sports media news, with an emphasis on television ratings.

Contact SMW

  • Contact
  • Professional inquiries
  • Privacy Policy

Podcast

Full Ep: Tom Brady Retires, NFL Playoffs Score Huge Ratings, Olympics, etc.! 2 1 22

Subscribe

  • Contact
  • Professional inquiries
  • Privacy Policy

© MMXXII Sports Media Watch

No Result
View All Result
  • NFL
    • NFL TV Schedule
    • NFL Ratings Page
  • CFB
    • CFB TV schedule
    • CFB TV Ratings
  • NBA
    • NBA TV schedule
  • MLB
    • MLB TV schedule
  • NHL
    • NHL TV Schedule
  • Racing
    • NASCAR TV schedule
    • Formula 1 TV schedule
    • IndyCar TV schedule
  • Golf
  • CBB
  • Soccer
  • MMA/Boxing
  • Olympics
    • Paralympics TV Schedule
  • Media
    • National Media
      • ESPN
      • ABC
      • FOX
      • NBC
      • CBS
      • Turner Sports
    • League-Specific
      • NBA TV
      • Golf Channel
      • NFL Network
      • MLB Network
    • Corporate
      • Media Mergers
      • Rights Deals
      • Disney
      • Comcast
      • 21st Century Fox
    • Sports Streaming Guide
    • NFL Streaming Guide
    • Digital media
    • Sports TV Market Size

© MMXXII Sports Media Watch