Winter Olympics ratings continue to lag behind previous years.
Monday’s primetime Winter Olympics coverage earned a 9.5 rating and 16.3 million viewers on NBC, down 31% in ratings and in viewership from 2014 (13.8, 23.5M) and down 24% and 22% respectively from 2010 (12.5, 20.9M). Figures include primetime encores on the West Coast.
NBC’s primetime coverage is now divided between broadcast, cable and streaming. Including concurrent viewership on NBCSN and NBC Sports digital platforms, Monday’s window had a 10.9 (-21%) and 18.6 million (-21%).
The combined figures are the lowest for the second Monday of any Olympics since at least 1992. The previous lows were set in 2010. Compared to the same night of the 2016 Summer Olympics, which also included primetime cable and streaming coverage, ratings and viewership fell 27% from a combined 14.9 and 25.5 million.
Across NBC and NBCSN, viewership peaked at a 19.3 million viewers from 9-9:15 PM ET.
The last six nights of primetime Olympic coverage have failed to crack a 12.0 rating or 20 million viewers, tying 2006 as the longest streak since at least 1992.
The Winter Olympics is now averaging a combined 11.9 rating and 21.1 million viewers in primetime, down 8% in ratings and viewership from 2014 (13.0, 21.1M). The 11.9 is the lowest average through this point of any Olympics since at least 1992. It is 3% below the previous low of 12.3 for the low-rated 2006 Games.
Viewership is the lowest since that 2006 Olympics (20.6M), with the NBC-only average of 18.9 million the lowest at least 1992.
Salt Lake City led all markets Monday with a 21.4 rating, up 9% from 2014 (19.6). Denver ranked second at a 20.6 (+9%). San Diego (18.4), Minneapolis-St. Paul (17.4), Austin, Tex. (16,5), Milwaukee (16.1), Sacramento (15.9), West Palm Beach (15.5) and Providence, R.I. (15.2) rounded out the top five.
[Mon. numbers from NBC Sports PR 2.20]
