From Michael Phelps to Simone Biles to Usain Bolt, NBC has gotten exactly what it asked for out of the Rio Olympics — except in the ratings department.
Primetime coverage of the Rio Summer Olympics earned a 14.9 final rating and 26.7 million viewers on NBC Sunday night, down 15% in ratings and 14% in viewership from London in 2012 (17.5, 31.3M) and down 7% and 2%, respectively, from Beijing in 2008 (16.0, 27.2M). Versus the same night of the 2014 Sochi Winter Olympics, ratings jumped 23% and viewership 26% from a 12.1 and 21.3 million.
The 14.9 rating is the lowest for the middle Sunday of the Summer Olympics since at least 1984, falling below the previous mark of 15.8 for Athens in 2004.
Viewership peaked at 34.9 million from 9:15-9:30 PM ET/PT, which featured Usain Bolt‘s win in the men’s 100m. That topped the previous night’s peak of 32.7 million for Michael Phelps‘ final Olympic race, with the caveat that Sunday is a better night for television ratings than Saturday.
Among adults 18-49, Sunday’s coverage scored a 7.9 rating — down 23% from London (10.2), down 14% from Beijing (9.2), and the lowest for the middle Sunday of a Summer Olympics since at least 1992.
Figures do not include the live streaming audience on NBCOlympics.com or cable viewership on NBCSN (1.0M) or Bravo (929K). Across all platforms, Sunday’s primetime coverage delivered a 15.8 rating and 28.1 million viewers — still behind London, but mixed compared to Beijing.
Even with cable and streaming viewership included, all ten nights of the Olympics have attracted fewer viewers than four years ago, and nine of ten have posted a lower rating. Keep in mind that may be a reflection of London’s historically strong performance; it was the most-watched non-U.S. Olympics since 1994.
NBC’s telecast was measured from 7-11 PM ET/PT, a time period that included wins by Bolt and Biles but excluded the live beach volleyball match that capped off the night. Bravo’s coverage ran from 7-8:30 PM ET, and NBCSN’s time window was not available.
(Sun. numbers from NBC Sports, with additional info from ShowBuzz Daily)
