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NBC sees dip
in ratings for the Games


Wednesday is off 2 percent, to 27.7 million viewers

Aug 15, 2008

For the first time in this Olympic Games, NBC saw ratings decline compared to the comparable night in Athens in 2004.

NBC averaged a still-healthy 27.7 million total viewers Wednesday night, drawing a 16.7 household rating and 28 share.

That was down 2 percent from the same night in Athens, which averaged 28.4 million.

Among households, NBC was off 3 percent from 2004, when it averaged a 17.3/29.

But those declines likely don't indicate a trend.

Indeed, that may be the only dip the network sees for some time, with Michael Phelps last night picking up his sixth gold medal of these Games and American gymnasts going one-two in the women’s all-around.

Further, Wednesday's figures are a bit deceiving.

Four years ago on the night, American gymnast Paul Hamm was flipping his way to a disputed gold medal. Wednesday night no American seriously challenged for the men’s all-around title.

Also, Phelps did not swim in a final for the first night since Olympic competition began.

It was NBC’s lowest-rated night of the Games since Saturday, but the network remains well ahead of Athens’ numbers overall and is easily outpacing its guaranteed ratings to advertisers.

Through the first six days, NBC is averaging 30.8 million total viewers, 18 percent better than the 26.2 million at this point in Athens. Among households, NBC is averaging a 17.6/30, up 12 percent from Athens’ 15.7/27 and the best for any non-U.S. Olympics since Barcelona 1992, which averaged an 18.3/34.

So far, 174 million total viewers have tuned in to some portion of the Olympics on television, and the network seems likely to outpace 2004’s record total of 200 million.

Its cable networks have also logged improvements over 2004, with MSNBC seeing the biggest gains. Coverage on the network from 5 a.m. to 5 p.m. is drawing 649,000 viewers, 27 percent better than Athens.

Some 56 million have tuned in to some portion of the Olympics on cable, up 33 percent over Athens.

When last night’s numbers are released later today, they could well surpass Tuesday as the Games’ highest-rated night yet. Phelps swam in one final, one prelim and one semifinal during last night’s coverage, and he’s proving to be the biggest draw of the Games as he pushes toward a record eight gold medals.

But last night also featured the women’s gymnastics all-around competition, traditionally among the most-watched portions of the Games. American Nastia Liukin took the gold, just edging teammate and reigning world champion Shawn Johnson.

Though their duel lasted past 1 a.m. Eastern time, it likely drew a huge audience. NBC now has two more primetime races for Phelps, the 100-meter butterfly tonight and the 4x100 medley relay Saturday.



Toni Fitzgerald is a staff writer for Media Life.




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