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Broadcast recap

The Olympics’ biggest winners and losers

NBC, gymnasts and 'Today' come out on top

By Toni Fitzgerald

August 8, 2012

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The Summer Olympics have been a huge success for NBC.

Heading into the Games the network cautiously forecast double-digit percentage ratings declines versus Beijing four years ago, when Michael Phelps won a historic eight gold medals and a number of events aired live in primetime in the United States.

This year, with nothing airing live in primetime and NBCUniversal bracing for a $100 million loss, it seemed the London Games would be memorable mainly for how many people chose to watch them online.

That has not been the case.

The Summer Games are on pace for their best viewership since 1996 and best viewership for a non-U.S.-hosted Games since 1976.

NBC is poised to break even after selling the ad inventory it had set aside for makegoods at a steep markup.

And the network just finished its highest-rated week in 10 years, averaging a 10.2 in adults 18-49 for the week ended Aug. 5, the top summer week for any network in 16 years.

In addition to NBC, here's a list of the Olympics' other winners and losers this summer:

WINNERS

Online streams

Live internet coverage of top events like gymnastics, swimming and track and field have drawn more than 1 million viewers to their streams despite taking place in the middle of the day when people are at work.

Gymnasts

As usual, the most-watched night of the Games so far came when the American women won the team gold medal, their first since 1996, drawing 38.7 million total viewers last Tuesday.

"Today"

The NBC morning show, which had fallen behind "Good Morning America" the previous five weeks, finished No. 1 the week ended Aug. 5 with a 1.6 million advantage over "GMA," its biggest win since the Vancouver Games in 2010. "Today" is broadcasting in London and showcased the athletes every day last week.

Univision

It's consistently finished as the No. 2 network to NBC in adults 18-49 during the Games, with its telenovelas maintaining solid ratings despite the increased competition.

LOSERS

Other English-language broadcast networks

Though CBS's "Big Brother" has held up pretty well against the Olympics, other shows including ABC's "Bachelor Pad" and CBS's now-canceled "3" took huge hits. No wonder Fox went into repeats for the duration of the Games.

Male swimmers not named Michael Phelps

NBC continued its love affair with Phelps despite his shaky start to the Games, even devoting a short primetime special to the Olympics' all-time medal leader on Sunday. Ryan Lochte, Nathan Adrian and Matt Grevers were all but ignored by comparison.

Whoever scheduled the "Animal Practice" promo

Twitter lit up with anti-NBC sentiment on Thursday night when the network ran a very ill-timed ad for its new comedy. Right after Olympics host Bob Costas saluted Gabby Douglas for became the first African-American woman ever to win the gymnastics all-around competition, the ad for "Practice" showed the program's monkey, Crystal, competing on the rings.

"Bad timing and racist!" declared one of a torrent of angry Twitter users.

Those who want to avoid spoilers

From Facebook "friends" who insist on posting London results live as they happen to news organizations that spout out that day's winners without warning, spoilers have been rampant in every form of media since NBC is tape-delaying the Games in primetime.

There have been complaints about the strategy on social media, but clearly it has not hurt the ratings. In the meantime, the only sure way to avoid spoilers is to avoid computers, TVs and tablets all day long … not a realistic solution for many people.

***

In broadcast ratings for the week ended July 29:

Among adults 18-49, NBC was first for the week with a 10.2 average rating and a 29 share, followed by Univision at 1.3/4, CBS at 1.0/3, Fox at 0.9/3, ABC at 0.8/2, Telemundo at 00.5/1, ION, TeleFutura and CW at 0.2/1, Estrella at 0.1/0 and Azteca at 0.0/0.

Top five English-language Big Five shows (18-49s): 1. NBC's "Summer Olympics Tuesday Prime" 12.8; 2. NBC's "Summer Olympics Thursday Prime" 11.9; 3. NBC's "Summer Olympics Monday Prime" 10.6; 4. NBC's "Summer Olympics Sunday Prime" 10.2; 5. "Summer Olympics Wednesday Prime" 9.9.

Top five English-language Big Five shows (total viewers): 1. NBC's "Summer Olympics Tuesday Prime" 38.72 million; 2. NBC's "Summer Olympics Thursday Prime" 36.80 million; 3. NBC's "Summer Olympics Monday Prime" 31.58 million; 4. NBC's "Summer Olympics Sunday Prime" 31.26 million; 5. NBC's "Summer Olympics Wednesday Prime" 30.80 million.

Show on the rise: Telemundo's "Summer Olympics"," Various days and times. The Spanish-language network isn't showing the Games in primetime, but it's still having success. Through the first eight days of the Olympics it has increased its total viewership by 22 percent over Beijing 2008.

Show on the decline: ABC's "Wipeout," Thursday 9 p.m. The reality show was one of many victims of facing the Olympics, slipping 36 percent week-to-week among 18-49s from a 2.2 rating to a 1.4.

Note: Nielsen has decided to stop publicly releasing weekly sports ratings, so Media Life no longer runs the chart.

WEEKLY PRIMETIME AVERAGES BY NETWORK Ranked on Households Week Ending Aug. 5
Network	Households			People 2+			Adults 18-49
Network	Rtg%	(000)	Shr	Rtg%	(000)	Shr	Rtg%	(000)	Shr
NBC	18.3	20960	30	11.1	32160	29	NBC	10.2	13090
CBS	2.8	3210	5	1.4	4160	4	CBS	1.0	1220
ABC	1.8	2100	3	1.0	2810	3	ABC	0.8	1000
UNI	1.8	2040	3	1.2	3380	3	UNI	1.3	1620
FOX	1.4	1550	2	0.8	2180	2	FOX	0.9	1160
ION	0.7	750	1	0.3	960	1	ION	0.2	310
TEL	0.6	740	1	0.4	1100	1	TEL	0.5	590
CW	0.4	450	1	0.2	600	1	CW	0.2	260
TF	0.3	310	0	0.2	480	0	TF	0.2	250
ETV	0.1	110	0	0.1	170	0	ETV	0.1	70
AZA	0.1	70	0	0.0	90	0	AZA	0.0	50
*Each rating point is equivalent to 1 percent or 1. 147 million homes Note: Viewing estimates include same day (3 a.m.-3 a.m.) DVR playback. Source: Nielsen

SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK Ranked on Households Week Ending Aug. 5
Network	Households			People 2+			Adults 18-49
Network	Rtg%	(000)	Shr	Rtg%	(000)	Shr	Rtg%	(000)	Shr
CBS	6.5	7490	11	3.6	10350	9	2.6	3270	7
ABC	4.9	5670	8	2.7	7690	7	2.3	2880	6
NBC	4.8	5470	8	2.7	7810	7	2.5	3250	7
FOX	4.7	5430	8	2.7	7910	7	2.8	3630	8
UNI	1.9	2150	3	1.2	3610	3	1.4	1850	4
CW	1.0	1150	2	0.5	1480	1	0.6	830	2
ION	0.7	830	1	0.4	1070	1	0.3	390	1
TEL	0.7	780	1	0.4	1230	1	0.5	670	1
TF	0.3	360	1	0.2	600	1	0.3	340	1
ETV	0.1	130	0	0.1	210	0	0.1	100	0
AZA	0.1	100	0	0.1	160	0	0.1	80	0
*Each rating point is equivalent to one percent or 1. 147 million homes Note: Season-to-date estimates are a weighted average and Live+7 data, except for the most recent two weeks which are based Live+SD viewing. Source: Nielsen

TOP 25 PROGRAMS – BROADCAST Ranked on Households Week Ending Aug. 5
#	PROGRAMS	Net	HOUSEHOLDS			PERSONS 2+
#	PROGRAMS	Net	Rtg%	Shr	(000)	#	Rtg%	(000)
1	SUM OLYM TUE PRIME 1(S)	NBC	21.8	35	25061	1	13.4	38719
2	SUM OLYM THU PRIME 1(S)	NBC	21.1	36	24149	2	12.7	36799
3	SUM OLYM MON PRIME 1(S)	NBC	18.0	29	20697	3	10.9	31582
4	SUM OLYM WED PRIME 1(S)	NBC	17.9	30	20578	5	10.6	30804
5	SUM OLYM SUN PRIME 2(S)	NBC	17.5	29	20097	4	10.8	31262
6	SUM OLYM FRI PRIME 1(S)	NBC	16.2	29	18546	6	9.8	28508
7	SUM OLYM SAT PRIME 2(S)	NBC	15.9	29	18281	7	9.7	27964
8	NCIS	CBS	4.6	8	5315	8	2.4	6816
9	60 MINUTES	CBS	4.3	8	4888	9	2.2	6422
10	BIG BANG THEORY, THE	CBS	3.7	7	4249	11	1.9	5533
11	NCIS: LOS ANGELES	CBS	3.6	5	4103	14	1.8	5223
12	BIG BROTHER 14-SUN	CBS	3.4	6	3922	10	2.0	5721
12	BIG BROTHER 14-WED	CBS	3.4	6	3929	11	1.9	5398
14	BIG BROTHER 14-THU	CBS	3.3	5	3786	11	1.9	5455
15	TWO AND A HALF MEN – THU	CBS	3.2	5	3672	17	1.7	4784
16	CRIMINAL MINDS	CBS	3.1	5	3531	20	1.5	4366
17	TWO AND A HALF MEN	CBS	3.0	5	3406	20	1.5	4307
18	PERSON OF INTEREST – TUE	CBS	2.9	5	3345	20	1.5	4333
19	CSI	CBS	2.8	5	3242	25	1.4	3960
20	MIKE & MOLLY	CBS	2.7	4	3108	25	1.4	3950
20	QUE NO PODIA AMAR WED	UNI	2.7	4	3049	14	1.8	5134
22	HAWAII FIVE-0	CBS	2.6	4	3029	30	1.3	3881
22	QUE NO PODIA AMAR MON	UNI	2.6	4	2946	14	1.8	5101
24	BACHELOR PAD	ABC	2.5	4	2913	36	1.2	3464
24	QUE NO PODIA AMAR THU	UNI	2.5	4	2844	19	1.6	4749
24	QUE NO PODIA AMAR TUE	UNI	2.5	4	2892	17	1.7	4878
0Source: Nielsen

TOP 25 PROGRAMS – BROADCAST Adults 18-49 Week Ending Aug. 5
Rank	Program	Net	Rtg%	(000)
1	SUM OLYM TUE PRIME 1(S)	NBC	12.8	16410
2	SUM OLYM THU PRIME 1(S)	NBC	11.9	15158
3	SUM OLYM MON PRIME 1(S)	NBC	10.6	13602
4	SUM OLYM SUN PRIME 2(S)	NBC	10.2	13054
5	SUM OLYM WED PRIME 1(S)	NBC	9.9	12648
6	SUM OLYM FRI PRIME 1(S)	NBC	8.7	11129
7	SUM OLYM SAT PRIME 2(S)	NBC	8.6	10946
8	BIG BROTHER 14-SUN	CBS	2.1	2651
9	BIG BROTHER 14-THU	CBS	2.0	2526
9	BIG BROTHER 14-WED	CBS	2.0	2545
9	QUE NO PODIA AMAR WED	UNI	2.0	2566
12	QUE NO PODIA AMAR MON	UNI	1.9	2412
12	QUE NO PODIA AMAR TUE	UNI	1.9	2487
14	QUE NO PODIA AMAR FRI	UNI	1.8	2276
14	QUE NO PODIA AMAR THU	UNI	1.8	2328
16	ABISMO DE PASION THU	UNI	1.6	1990
16	ABISMO DE PASION WED	UNI	1.6	2100
18	ABISMO DE PASION MON	UNI	1.5	1871
18	ABISMO DE PASION TUE	UNI	1.5	1911
18	FAMILY GUY-SUN 9:30P	FOX	1.5	1909
21	ABISMO DE PASION FRI	UNI	1.4	1750
21	BIG BANG THEORY, THE	CBS	1.4	1847
21	FAMILY GUY	FOX	1.4	1768
21	SIMPSONS-SUN 8:30P	FOX	1.4	1791
21	TWO AND A HALF MEN – THU	CBS	1.4	1736
21	WIPEOUT-THURS	ABC	1.4	1738
Source: Nielsen

SPANISH-LANGUAGE TELEVISION Ranked on Households Week Ending July 29
#	PROGRAMS	Net	Rtg	P2+ (000)
1	QUE NO PODIA AMAR M-F	UNI	20.3	4848
2	ABISMO DE PASION M-F	UNI	16.9	3946
3	PEQUENOS GIGANTES 2 SUN	UNI	13.9	3185
4	POR ELLA SOY EVA M-F	UNI	12.0	2808
5	REFUGIO PARA AMOR M-F	UNI	11.8	2614
6	SAL Y PIMIENTA SUN	UNI	10.1	2166
7	MAID EN MANHATTAN M	TEL	9.5	2110
8	FAMILIA P. LUCHE 3 SUN	UNI	9.4	2189
9	SABADO GIGANTE SAT	UNI	8.8	1797
10	PABLO ESCOBAR: PAT MAL M-F	TEL	8.1	1718
11	C. CERRADO-ED. ESTELAR M-F	TEL	7.1	1453
12	CORAZON VALIENTE M-F	TEL	6.4	1351
13	ROSA DIAMANTE M-F	TEL	5.9	1266
14	FINDING NEMO 7/28(S)-07/28/2012	TEL	4.2	1067
15	CINE DE IMPACTO U	TEL	4.0	1053
16	MARAV MUNDO DE DISNEY SA	TEL	3.2	660
17	CINEPLEX 3 SAT	TF	3.0	705
18	CINE DE LAS ESTREL SUN 2	TF	2.5	579
19	CINE DE LAS ESTREL SUN	TF	2.4	512
20	CHOQUES EXTREMOS SAT	TF	2.2	568
21	LIGA MX SAT-02	TF	2.0	502
22	CINE EN FAMILIA MT.TF..	TF	2.0	475
23	CINE DE LAS ESTRELLAS MT.TF..	TF	2.0	466
24	CHAVO 2, EL (PT) WED	TF	1.7	424
25	FUTBOL CENTRAL SAT	TF	1.4	338
Source: Nielsen

HISPANIC ENGLISH-LANGUAGE VIEWING Ranked on Households Week Ending July 29
#	PROGRAMS	Net	Rtg	P2+(000)
1	SUM OLYM OPEN CEREM(S)-07/27/2012	NBC	12.0	2967
2	SUM OLYM SUN PRIME 1(S)-07/29/2012	NBC	10.4	2422
3	SUM OLYM SAT PRIME 1(S)-07/28/2012	NBC	8.4	1918
4	AMERICA'S GOT TALENT-TUE	NBC	3.4	648
5	AMERICA'S GOT TALENT-WED	NBC	2.9	603
6	MASTERCHEF-TUE	FOX	2.5	544
6	WIPEOUT-THURS	ABC	2.5	577
8	HELL'S KITCHEN-TUE	FOX	2.4	463
9	MASTERCHEF-MON	FOX	2.3	514
10	BIG BANG THEORY, THE	CBS	2.2	414
Source: Nielsen

AFRICAN AMERICAN AUDIENCE ESTIMATES Ranked on Households Week Ending July 29
#	PROGRAMS	Net	Rtg	P2+(000)
1	SUM OLYM SUN PRIME 1	NBC	14.2	2998
2	SUM OLYM OPEN CEREM	NBC	13.6	3000
3	SUM OLYM SAT PRIME 1	NBC	11.1	2228
4	AMERICA'S GOT TALENT-TUE	NBC	4.7	873
5	PERSON OF INTEREST – TUE	CBS	4.6	812
6	ROOKIE BLUE	ABC	4.4	751
7	CSI	CBS	4.4	719
8	HELL'S KITCHEN-TUE	FOX	4.3	912
9	SO YOU THINK CN DANCE	FOX	4.2	798
10	MASTERCHEF-TUE	FOX	4.1	904
* Ratings based on 13.65 million African American TV homes. Source: Nielsen