A poor performance during the second week resulted in near record-low numbers for the 2014 Winter Olympics.
Primetime coverage of the Sochi Olympics averaged a 12.3 rating and 21.4 million viewers on NBC, down 10% in ratings and 12% in viewership from Vancouver in 2010 (13.8, 24.4M), but up a tick in ratings and 6% in viewership from Turin in 2006 (12.2, 20.2M). The most recent Olympics, London in 2012, averaged a 17.5 and 31.1 million. [Night-by-night ratings and viewership at the bottom of this post.]
The Sochi Olympics averaged the second-lowest rating and viewership ever for the Olympics in primetime, barely ahead of Turin in 2006. A poor performance during the second week dragged down the numbers; through the second Saturday, ratings and viewership were up a healthy 8% and 14%, respectively, from Turin.
The final three nights of the Olympics rank as the three lowest-rated primetime Olympics telecasts in at least 20 years, and likely ever. Overall, four of the five lowest rated took place this year.
Among adults 18-49, primetime coverage averaged a 5.5 rating — according to Deadline.com, that marks a 16% decline from Vancouver (6.6), a 10% drop from Turin (6.1), and a record low. Keep in mind that none of the primetime averages include the first Thursday before the Opening Ceremony, which was designated as ‘bonus’ coverage (11.8, 20.0M, 6.0 A18-49).
One contributing factor to the lower numbers was that many of the events from Sochi aired live on NBCSN — including the marquee figure skating events. The women’s figure skating final did not provide the usual lift to NBC, although how much of that had to do with the live coverage and how much had to do with a lackluster U.S. performance is debatable.
Other than the Opening Ceremony, which was easily the top draw with a 17.0 rating and 31.7 million viewers, the top telecast of the Olympics was the first Sunday of competition (14.4, 26.3M). Only three Sochi telecasts topped 25 million viewers — the opening Friday, Saturday, and Sunday — half as many as in 2010. Among adults 18-49, the top telecasts of the Olympics were the Opening Ceremony (8.6, -4%), the opening Sunday (7.2, +3%), and the first Tuesday of competition (6.6, +20%). Ratings in the demo bottomed out at a 2.8 for the final Saturday of competition.
Average Television Ratings For Primetime Coverage of the Olympics
Dating back to 1992
Ratings/Viewership For Primetime Coverage of the 2014 Sochi Olympics
| Date | Telecast | Rating | vs. ’10 | Viewers | vs. ’10 | A18-49 | vs. ’10 |
|---|---|---|---|---|---|---|---|
| Thu., 2/6/14 | Snowboarding, freestyle skiing, team figure skating |
11.3
|
none |
20.016M
|
none |
6.0
|
none |
| Fri., 2/7/14 | Opening Ceremony |
17.0
|
-2% |
31.690M
|
-3% |
8.6
|
-4% |
| Sat., 2/8/14 | Snowboarding, freestyle skiing, team figure skating |
13.9
|
-1% |
25.115M
|
-4% |
6.3
|
-17% |
| Sun., 2/9/14 | Alpine skiing, snowboarding, team figure skating, ski jumping |
14.4
|
+1% |
26.323M
|
even |
7.2
|
+3% |
| Mon., 2/10/14 | Alpine skiing, freestyle skiing, short track |
12.8
|
-10% |
22.395M
|
-11% |
6.5
|
-10% |
| Tue., 2/11/14 | Snowboarding, freestyle skiing, figure skating, ski jumping |
13.7
|
+12% |
23.722M
|
+17% |
6.6
|
+20% |
| Wed., 2/12/14 | Alpine skiing, speed skating, snowboarding, pairs’ figure skating |
12.1
|
-28% |
20.809M
|
-29% |
5.6
|
-38% |
| Thu., 2/13/14 | Freestyle skiing, short track, speed skating, men’s figure skating |
13.4
|
-8% |
22.944M
|
-7% |
5.9
|
-16% |
| Fri., 2/14/14 | Alpine skiing, freestyle skiing, skeleton, men’s figure skating |
10.9
|
-19% |
19.109M
|
-18% |
4.5
|
-17% |
| Sat., 2/15/14 | Alpine skiing, speed skating, short track, ski jumping |
9.6
|
-35% |
17.097M
|
-36% |
4.4
|
-41% |
| Sun., 2/16/14 | Alpine skiing, snowboarding, ice dancing, cross-country skiing |
12.1
|
-8% |
21.270M
|
-9% |
4.9
|
-17% |
| Mon., 2/17/14 | Snowboarding, freestyle skiing, ice dancing, ski jumping |
13.8
|
+10% |
23.546M
|
+13% |
5.6
|
+4% |
| Tue., 2/18/14 | Alpine skiing, freestyle skiing, short track, bobsled |
11.2
|
-11% |
18.934M
|
-11% |
5.0
|
-9% |
| Wed., 2/19/14 | Alpine skiing, bobsled, women’s figure skating, snowboarding |
12.2
|
+3% |
20.187M
|
+2% |
5.0
|
-9% |
| Thu., 2/20/14 | Freestyle skiing, women’s figure skating |
12.2
|
-10% |
20.286M
|
-11% |
5.0
|
-18% |
| Fri., 2/21/14 | Alpine skiing, short track |
8.8
|
-37% |
14.934M
|
-39% |
3.6
|
-45% |
| Sat., 2/22/14 | Alpine skiing, bobsled, speed skating, snowboarding, figure skating gala |
7.8
|
-33% |
13.280M
|
-36% |
2.8
|
-42% |
| Sun., 2/23/14 | Closing Ceremony |
8.7
|
-28% |
15.117M
|
-29% |
3.2
|
-42% |
| 17-night totals: |
12.3
|
-10% |
21.400M
|
-12% |
5.5
|
-16% | |
(Averages from NBC Sports Group Press Box; A18-49 ratings from Media Life Magazine [1], [2], [3], Deadline.com)
