NBC’S COVERAGE OF THE 2010 VANCOUVER WINTER OLYMPICS FUELS A DOMINANT VICTORY IN ADULTS 18-49, TOTAL VIEWERS AND OTHER KEY MEASURES
190 MILLION AMERICANS WATCH THE 2010 VANCOUVER OLYMPICS, MAKING IT THE SECOND MOST-WATCHED WINTER GAMES EVER, SURPASSING SALT LAKE CITY
THE VANCOUVER OLYMPICS AVERAGE 24.4 MILLION VIEWERS, 4.1 MILLION MORE AND 21 PERCENT HIGHER THAN THE 2006 TORINO WINTER GAMES
NBC’S FRIDAY OLYMPICS COVERAGE IS THE #1 TELECAST OF THE WEEK IN TOTAL VIEWERS
ON THURSDAY, THE OLYMPICS BEAT ‘AMERICAN IDOL’ IN TOTAL VIEWERS, ONLY THE SECOND TELECAST TO DO SO IN NEARLY SIX YEARS
NBC’S COVERAGE OF THE 2010 VANCOUVER CLOSING CEREMONY ON SUNDAY IS UP 44 PERCENT OR MORE THAN 6.5 MILLION VIEWERS VERSUS TORINO’S FINAL NIGHT
SUNDAY’S ‘MARRIAGE REF’ PREVIEW GETS STRONG START, TOPPING THE BROADCAST COMPETITION COMBINED IN ADULTS 18-49 AND WINNING ITS SLOT IN ADULTS 18-34, 25-54, TOTAL VIEWERS AND OTHER KEY MEASURES
SEASON TO DATE, NBC RANKS #3 IN ADULTS 18-49, ADULTS 25-54 AND TOTAL VIEWERS, AND #2 IN ADULTS 18-34
Fueled by continued strong ratings for its primetime Olympics coverage, NBC won the week of February 22-28, averaging a 5.5 rating, 15 share in adults 18-49 and 21.3 million viewers overall, according to in-home viewing figures from Nielsen Media Research. This marks NBC’s third consecutive weekly win in 18-49 and total viewers. NBC also won the week in adults 18-34, men and women 18-49, adults, men and women 25-54, teens 12-17 and virtually all other key measures.
NBC won the week of February 22-28 in adults 18-49 with a 5.5 rating, 15 share, topping Fox, its closest primetime competitor, by a 34 percent margin (5.5 vs. 4.1). NBC also won the week in total viewers, averaging 21.5 million viewers overall, nearly doubling its closest primetime competitor, Fox (11.0 million).
An estimated 190 million viewers watched the Vancouver Winter Olympics on the networks of NBC Universal, making them the second most-watched Winter Olympics ever, surpassing Salt Lake City (187 million in 2002) and ranked behind only the tabloid-fueled Lillehammer Games of 1994 (204 million).
NBC’s average viewership for the Vancouver Olympics is 24.4 million, 21 percent higher, or 4.2 million persons more that the average viewership for the 2006 Torino Games (20.2 million).
All nine of NBC’s primetime telecasts ranked among the top 15 programs of the week in both total viewers and adults 18-49. With 24.5 million viewers, NBC’s Friday Olympics coverage was the #1 telecast of the week in total viewers. NBC’s Thursday Olympics coverage ranked #4 (22.9 million), the Sunday coverage of the Closing Ceremony ranked #5 (21.4 million), NBC’s Tuesday Olympics coverage ranked #6 (21.3 million), the Monday Olympics coverage was #7 (20.9 million), Saturday’s Olympics coverage was #8 (20.6 million), Wednesday’s Olympics ranked #9 (19.8 million), Sunday’s Olympic retrospective “Vancouver Gold” ranked #11 (18.0 million) and Sunday’s preview of “The Marriage Ref” ranked #13 (14.4 million).
In adults 18-49, NBC’s Friday Olympics coverage ranked #3 among all programs this week, Thursday’s Olympics coverage ranked #5, NBC’s Sunday, Tuesday and Wednesday Olympics telecasts tied at #6, Monday’s Olympics ranked #9, Sunday’s preview of “The Marriage Ref” ranked #11 and Sunday’s “Vancouver Gold” and Saturday’s primetime Olympics coverage tied at #12.
Primetime averages for the week of February 22-28 in adults 18-49 were NBC (5.5/15), Fox (4.1/11), CBS (2.05), ABC (1.9/5) and CW (0.6/2). In overall total viewers the weekly averages were NBC (21.3 million), Fox (11.0 million), CBS (7.8 million), ABC (5.7 million) and CW (1.4 million).
Through Sunday, Feb. 28, with 25 nights of the 28-night Nielsen February sweep period measured, NBC leads the February sweep in adults 18-49, adults 18-34, adults 25-54, total viewers and other key measures. Current February 2010 sweep averages in adults 18-49 are: NBC (4.9/13), CBS (3.9/11), Fox (3.3/9), ABC (2.0/5) and CW (0.7/2). In total viewers, the 25-night February sweep averages are NBC (17.8 million), CBS (13.0 million), Fox (9.2 million), ABC (6.1 million) and CW (1.7 million).
Season to date, NBC now ranks #3 among the major networks in adults 18-49, adults 25-54 and total viewers, and is #2 in adults 18-34.
NBC highlights for the week of February 22-28:
* With an average 21.4 million viewers, NBC’s Sunday primetime coverage of the Vancouver Olympics Closing Ceremony topped the coverage of the Torino Games Closing Ceremony by 44 percent or more than 6.5 million viewers.
* Also on Sunday, a special preview of the new series “The Marriage Ref” dominated its time period, topping the ABC-CBS competition combined in 18-49 rating and winning its slot in adults 18-34, adults 25-54, total viewers and other key measures. “Marriage Ref” retained 91 percent of its 18-49 lead-in from the prior half-hour of Olympics coverage.
* Despite formidable competition Sunday night, that included first-run episodes of “Amazing Race,” “Undercover Boss,” “Desperate Housewives” and “Brothers and Sisters,” NBC topped its closest rival in primetime Sunday by 68 percent in adults 18-49 and by 69 percent in total viewers.
* On Saturday, NBC’s Olympics coverage was up 25 percent, or 4.1 million persons versus the comparable Saturday night of the 2006 Torino Games.
* NBC’s Saturday Olympics coverage again dominated the primetime landscape, outperforming the combined primetime deliveries of ABC, CBS and Fox in both adults 18-49 and total viewers.
* On Friday, NBC’s Olympics coverage averaged 24.5 million viewers, 8.6 million more viewers, or 54 percent higher than the comparable Friday night of the 2006 Torino Games. NBC’s Friday Olympics coverage in primetime more than doubled the other three major broadcast networks combined in both total viewers and adults 18-49.
* On Thursday, NBC’s Olympics coverage topped a telecast of “American Idol” in total viewers for the second time in just over a week. Previously, “Idol” had been undefeated for nearly six years. Going head-to-head against “Idol” in the 8-9 p.m. ET hour, NBC’s Olympics topped “Idol” by 7 percent or more than 1.1 million persons in total viewers.
* NBC’s Olympics coverage on Thursday also outdrew a first-run episode of CBS’s “Survivor” by 66 percent or 7.6 million persons in total viewers. Overall in primetime on Thursday, NBC topped its closest competitor, “Idol”-boosted Fox, by 18 percent in adults 18-49 and by 76 percent or 9.6 million persons in total viewers.
* On Wednesday night, despite intense competition from a two-hour “American Idol,” NBC’s Olympics coverage was up 24 percent, or 3.8 million persons in total viewers versus the comparable Wednesday night of the 2006 Winter Games in Torino. In adults 18-49, NBC’s coverage on this night was up 15 percent versus the comparable night in 2006.
* On Monday night, despite significant competition, NBC’s Olympics coverage topped its closest primetime competitor by 80 percent in 18-49 rating and by 128 percent or nearly 16 million persons in total viewers. In head-to-head competition, the Olympics nearly doubled the viewership for a first-run episode of ABC’s “The Bachelor” (21.0 million vs. 11.3 million) and attracted nearly 13 million more viewers than a first-run episode of Fox’s “24” (21.6 million vs. 8.8 million).
Ratings reflect “live plus same day” data unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”
Additional NBC highlights for the week of February 22-28:
On Monday, February 22, NBC’s primetime coverage of the 2010 Vancouver Olympics averaged a 5.4 rating, 14 share in adults 18-49, 21.1 million viewers overall and a 12.6/20 household rating/share from 8-11 p.m. ET. For its full duration from 8-11:13 p.m., NBC’s Monday Olympics coverage averaged a 5.4/14 in adults 18-49, 20.9 million viewers overall and a 12.5/20 household rating/share.
Despite significant primetime competition that included first-run episodes of ABC’s “The Bachelor” and Fox’s “24,” NBC topped its closest competitor Monday by 80 percent in adults 18-49 (5.4 for NBC vs. a 3.0 for ABC) and by 128 percent or nearly 12 million persons in total viewers (21.1 million vs. 9.2 million for ABC).
In head-to-head competition from 8-10 p.m. ET, the Olympics nearly doubled the viewership for a first-run episode of ABC’s “The Bachelor” (21.0 million vs. 11.3 million) and from 9-10 p.m., the Olympics attracted nearly 13 million more viewers than a first-run episode of Fox’s “24” (21.6 million vs. 8.8 million).
On Tuesday, February 23, NBC’s coverage of the Vancouver Olympics averaged a 5.5/14 in adults 18-49, 21.3 million viewers overall and a 12.6/20 household rating/share for its full duration from 8-11:10 p.m. ET. The 8-11 p.m. primetime portion of NBC’s Tuesday Olympics coverage averaged a 5.4/14 in adults 18-49, 21.2 million viewers overall and a 12.5/19 household rating/share. Primetime competition on Tuesday night included a two-hour edition of “American Idol” on Fox and a first-run episode of “Lost” on ABC.
On Wednesday, February 24, NBC’s Olympics coverage averaged a 5.5/15 in adults 18-49, 20.3 million viewers overall and a 12.1/19 household rating/share for the primetime portion of the coverage from 8:30-11 p.m. ET. For its full duration from 8:30-11:12 p.m., NBC’s Wednesday Olympics coverage averaged a 5.5/15 in adults 18-49, 19.8 million viewers overall and an 11.9/19 household rating/share.
On Wednesday, despite intense competition from a two-hour “American Idol” on Fox, NBC’s Olympics coverage was up 24 percent, or 3.8 million persons in total viewers versus the comparable Wednesday night of the 2006 Winter Games in Torino (19.8 million vs. 16.0 million). In adults 18-49, NBC’s coverage of the 2010 Vancouver Games on this night was up 15 percent versus the comparable night in 2006 (5.5 vs. 4.8).
On Thursday, February 25, NBC’s Olympics coverage averaged a 6.1/17 in adults 18-49, 22.9 million viewers overall and a 13.6/23 household rating/share for its full duration from 8-11:55 p.m. ET. The 8-11 p.m. primetime portion of NBC’s Thursday Olympics coverage averaged a 5.8/16 in adults 18-49, 22.5 million viewers overall and a 13.3/21 household rating/share.
On Thursday, NBC’s Olympics coverage topped a telecast of “American Idol” in total viewers for the second time in just over a week. Previously, “Idol” had been undefeated in six years (going back to May 2004). When going head-to-head against “Idol” in the 8-9 p.m. ET hour, NBC’s Olympics on Thursday topped “Idol” by 7 percent or more than 1.1 million persons in total viewers (19.2 million vs. 18.0 million).
This marked only the second time that any telecast of “American Idol” was defeated in overall viewership since May 17, 2004. The first time was Wednesday, February 17 when NBC’s Olympics coverage became the first program to top an episode of “Idol” in nearly six years. In the 8-9 p.m. ET time period Thursday, the Olympics also faced a first-run episode of CBS’s “Survivor,” topping that show by 66 percent or 7.6 million persons in total viewers (19.2 million vs. 11.6 million).
Overall in primetime on Thursday, NBC topped its closest competitor, “Idol”-boosted Fox, by 18 percent in adults 18-49 (5.8/16 vs. 4.9/13.) and by 76 percent or 9.6 million persons in total viewers (22.5 million vs. 12.8 million for ABC).
On Friday, February 26, NBC’s Olympics coverage averaged a 6.5/20 in adults 18-49, 24.5 million viewers overall and a 13.9/24 household rating/share for its full duration from 8:30-11:06 p.m. ET. The 8:30-11 p.m. primetime portion of NBC’s Friday Olympics coverage averaged a 6.5/20 in 18-49, 24.6 million viewers overall and a 13.9/24 household ratings/share. (Note: The 8-8:30 p.m. half-hour on Friday ran as sustaining programming and is not included in the nightly or weekly averages.) .
NBC’s Friday Olympics coverage averaged 24.5 million viewers, 8.6 million more viewers, or 54 percent higher than the comparable Friday night of the 2006 Torino Games (15.9 million).
On Friday, NBC’s primetime Olympics coverage more than doubled the viewership of the other three major broadcast networks combined (24.5 million vs. 10.9 million for ABC, CBS and Fox combined). In adults 18-49, NBC also more than doubled the other three broadcast networks combined (6.5 vs. 3.1).
On Saturday, February 27, NBC’s Olympics coverage averaged a 4.8/15 in adults 18-49, 20.6 million viewers overall and an 11.7/21 household rating/share from 8:30-11 p.m. ET. (Note: The 8-8:30 p.m. half-hour on Saturday ran as sustaining programming and is not included in the nightly or weekly averages.) .
Saturday Olympics coverage averaged 20.6 million viewers, 4.1 million more viewers, or 25 percent higher than the comparable Friday night of the 2006 Torino Games (16.5 million).
In primetime Saturday, NBC topped the combined viewership of ABC, CBS and Fox by 47 percent (20.6 million for NBC in primetime vs. 14.0 million for ABC, CBS and Fox combined). In adult 18-49 rating, NBC also surpassed the combined primetime ratings of ABC, CBS and Fox (4.8 vs. 4.2).
On Sunday, February 28, from 7-8 p.m. ET, the Olympic retrospective “Vancouver Gold” averaged a 4.8/14 in adults 18-49, 18.0 million viewers overall and a 10.2/17 household rating/share. From 8:30-10:31 p.m., NBC’s coverage of the 2010 Vancouver Olympics Closing Ceremony averaged a 5.5/14 in adults 18-49, 21.4 million viewers overall and a 12.1/19 household rating/share. (Note: The 8-8:30 p.m. half-hour on Sunday ran as sustaining programming and is not included in the nightly or weekly averages.)
With an average 21.4 million viewers, NBC’s Sunday primetime coverage of the Vancouver Olympics Closing Ceremony topped the coverage of the Torino Games Closing Ceremony by 44 percent or nearly 6.6 million viewers (21. 4 million vs. 14.8 million).
Sunday from 10:31-11:01 p.m. ET, a special preview of the new series “The Marriage Ref” averaged a 4.9/14 in adults 18-49 and 14.4 million viewers overall. “The Marriage Ref” dominated its time period, topping the ABC-CBS competition combined in adult 18-49 rating (4.9 vs. 4.8). “Marriage Ref” also ranked #1 in adults 18-34, adults 25-54, total viewers and other key measures.
“The Marriage Ref” retained 91 percent of its 18-49 lead-in from the prior half-hour of Olympics coverage (4.9 vs. 5.4). Versus, NBC’s non-sports average in the time period during the traditional 2008-09 season, “Marriage Ref” was up 53 percent in 18-49 rating (4.9 vs. 3.2) and 65 percent in total viewers (14.4 million vs. 8.7 million).
NBC faced formidable competition Sunday night that included first-run episodes of “Amazing Race,” “Undercover Boss” and “Cold Case” on CBS, and “Desperate Housewives” and “Brothers and Sisters” on ABC. Despite the formidable competition, NBC topped its closest rival in primetime Sunday by 68 percent in adults 18-49 (5.2 for NBC vs. a 3.1 for CBS) and by 69 percent in total viewers (19.5 million vs. 11.5 million for CBS).
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WEEKLY AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
NBC 5.5/15, 7.3 million
Fox 4.1/11, 5.4 million
CBS 2.0/5, 2.6 million
ABC 1.9/5, 2.6 million
CW 0.6/2, 0.8 million
Each rating point equals 1.32 million viewers
ADULTS 25-54
NBC 7.1/17, 8.8 million
Fox 4.6/11, 5.7 million
CBS 2.6/6, 3.3 million
ABC 2.3/6, 2.8 million
CW 0.6/1, 0.7 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
NBC 7.3/18, 21.3 million
Fox 3.8/9, 11.0 million
CBS 2.7/7, 7.8 million
ABC 2.0/5, 5.7 million
CW 0.5/1, 1.4 million
Each rating point equals 2.92 million viewers
2009-10 SEASON AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
Fox 3.7/10, 4.9 million
CBS 3.3/9, 4.3 million
NBC 3.0/8, 3.9 million
ABC 2.7/7, 3.5 million
CW 0.9/3, 1.2 million
Each rating point equals 1.32 million viewers
ADULTS 25-54
CBS 4.2/10, 5.2 million
Fox 4.1/10, 5.1 million
NBC 3.5/9, 4.4 million
ABC 3.2/8, 4.0 million
CW 0.9/2, 1.1 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
CBS 4.2/11, 12.2 million
Fox 3.4/8, 10.0 million
NBC 3.2/8, 9.2 million
ABC 2.9/7, 8.5 million
CW 0.7/2, 2.0 million
Each rating point equals 2.92 million viewers
(source: information provided by NBC)
