For the first time during the 2012 London Olympics, ratings and viewership for primetime coverage declined from 2008.
Tape delayed primetime coverage of the 2012 Summer Olympics drew a 15.9 rating and 28.0 million viewers on NBC, down 11% in ratings and viewership from Beijing in 2008 (17.8, 31.593M), but up 17% and 24%, respectively, from Athens in 2004 (13.6, 22.544M).
The comparable night of the most recent Olympics — the 2010 Winter Olympics from Vancouver — drew a 14.7 and 26.668 million viewers.
Saturday’s telecast ranks as the lowest rated and least-viewed of the 2012 Olympics. With that said, the 28.0 million viewers still tops all non-NFL sporting events since Game 7 of the Celtics/Lakers NBA Finals more than two years ago (28.203M).
In addition, this marks the first time that ratings and viewership for the Olympics have declined from 2008. Keep in mind the comparable telecast window in 2008 included live coverage of Michael Phelps winning his record eighth gold medal in a single Olympics.
Through Saturday, the 2012 London Olympics has averaged an 18.9 rating and 33.9 million viewers on NBC, up 9% in ratings and 12% in viewership from 2008 (17.4, 30.2M), and up 20% and 29%, respectively, from Athens in 2004 (15.8, 26.2M).
This marks the highest rated Olympics through the first Saturday since Atlanta in 1996 (22.3), even topping the most recent U.S. based Olympics — the 2002 Winter Olympics from Salt Lake City (18.1). Excluding U.S.-based Olympics, this marks the highest rated Olympics since Lillehammer in 1994 and the highest rated Summer Olympics since Montreal in 1976.
(Saturday’s numbers and nine-night average from NBC Universal Media Village)
