In a year when Olympics ratings declined from the start, the second week swoon is more pronounced than usual.
Primetime coverage of the Rio Summer Olympics earned a 12.3 final rating and 20.7 million viewers on NBC Wednesday night, down 27% in ratings and 29% in viewership from London in 2012 (16.8, 29.1M) and down 19% and 16% in viewership from Beijing in 2008 (15.2, 24.8M). Compared to the same night of the 2014 Sochi Winter Olympics, ratings increased just a tick (from 12.2) and viewership 3% (from 20.2M).
The 12.3 rating is the lowest for the second Wednesday of the Summer Olympics since at least 1984, falling below the previous mark of 13.9 for Sydney in 2000. Three of the past four nights have hit at least a 32-year ratings low. Ratings also hit a low in adults 18-49, with NBC’s 5.8 down 38% from London (9.4), down 31% from Beijing (8.4) and the lowest for the second Wednesday since at least 1992.
In ratings, viewership and the demo, Wednesday’s telecast ranks second-to-last in the Rio Olympics — ahead of only the opening Saturday (11.4, 20.6M, 5.9 in the demo).
Figures do not include the live streaming audience on NBCOlympics.com or the 1.2 million viewers who watched concurrent primetime coverage on NBCSN. With streaming and cable included, the NBC family of networks scored a 13.3 and 22.1 million Wednesday night — still below London, Beijing and Athens (15.3, 24.3M), and still the lowest rated second Wednesday since at least 1984.
NBC’s telecast was measured from 8-11:03 PM ET, a period that included live track and field and taped diving, but not the taped beach volleyball match that capped off the night. Even though American women swept the 100m hurdles, it was a night light on starpower. NBC featured Usain Bolt in a taped qualifying heat, and the only other headline name left in the Games — Allyson Felix — had the night off.
Through 13 of 17 nights, NBC is now averaging a 15.0 rating and 26.7 million viewers for the Summer Olympics — down 18% in ratings and viewership from London (18.3, 32.6M) and down 11% and 8%, respectively, from Beijing (16.9, 29.0M). The 15.0 rating is the lowest through 13 nights since since Sydney in 2000 (14.5).
Including cable and streaming, the NBC family of networks have averaged 28.6 million for primetime coverage, still below London and Beijing but ahead of Athens (26.0M).
(Wed. numbers from NBC Sports Group Press Box)
