With no U.S. player finishing higher than ninth, the women’s figure skating final failed to move NBC’s Winter Olympics ratings.
Thursday’s primetime Winter Olympics coverage delivered a 9.0 rating and 15.2 million viewers on NBC, down 26% in ratings and 25% in viewership from 2014 (12.2, 20.3M) and down 34% in both measures from 2010 (13.6, 22.9M). 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 (2.2M) and NBC Sports digital platforms (148K), Thursday’s window had a 10.4 (-15%) and 17.6 million (-13%).
The combined figures are the lowest for the second Thursday of any Olympics since at least 1992, and the lowest for coverage featuring the women’s figure skating final over the same span. No U.S. player finished higher than ninth in the women’s competition, the nation’s worst performance in the event since 1948.
The women’s figure skating final has steadily declined in popularity since the U.S. last won the gold in 2002. That year, the final had a 26.8 and 43.3 million (helped to no small degree by the U.S. hosting the Games). Ratings and viewership have declined in each subsequent Olympics.
Versus the same night of the 2016 Summer Olympics, which also included primetime cable and streaming coverage, ratings fell 24% (from 13.6) and viewership 23% (from 22.9M).
With just two nights to go, the Winter Olympics has averaged a combined 11.7 rating and 20.6 million viewers in primetime — down 9% in ratings and 8% in viewership from 2014 (12.8, 22.4M). The averages are the lowest at this point of any Olympics since at least 1992, falling below the previous marks set in 2006 (12.7, 21.1M).
Salt Lake City led all markets with an 18.8 across NBC and NBCSN, up 1% from 2014 on NBC alone (18.6). Kansas City ranked second at a 17.6 (-6%), followed by Minneapolis at a 17.3 (-18%). Austin, Tex. and Denver (16.1 in both markets) rounded out the top five.
The rest of the top ten consisted of Buffalo (15.7), Sacramento (15.0), Washington D.C. (14.9). San Diego (14.3) and Milwaukee and Richmond (14.2 in both markets).
Primetime Olympics Ratings Featuring Women’s Figure Skating Final
| Year | Winner | U.S. High | Net | Rtg. | Vwrs. |
|---|---|---|---|---|---|
| 2018 | Zagitova (RUS) | 9th | NBC | 9.0 (10.4) |
15.20M (17.60M) |
| 2014 | Sotnikova (RUS) | 4th | NBC | 12.2 | 20.29M |
| 2010 | Kim (KOR) | 4th | NBC | 13.6 | 22.92M |
| 2006 | Arakawa (JPN) | 2nd | NBC | 15.8 | 25.72M |
| 2002 | Hughes (U.S.) | 1st | NBC | 26.8 | 43.31M |
| 1998 | Lipinski (U.S.) | 1st | CBS | 23.2 | — |
| 1994 | Baiul (UKR) | 2nd | CBS | 44.1 | — |
[Thurs. numbers from NBC Sports PR 2.23]
