The TAD will measure broadcast, cable, and digital/other consumption.
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The performance was the lowest-rated Summer Games kickoff since the 2004 opening ceremony in Athens.
NBC was hoping to get its Olympics coverage off to a great start, but reportedly low viewing figures have cast a shadow over its broadcast.
That’s a 32 per cent decline for the same night at the London Olympics in 2012.
A division of NBC Sports Group, NBC Olympics is responsible for producing, programming and promoting NBCUniversal’s Olympic Games coverage.
NBC has experienced a drop in ratings this year, compared to the last time the network aired the Olympics back in 2012.
While the #Olympics may often appear to bring its own audience, and promotion for the event may seem inescapable, #Television ratings have shown a drop in viewership from past year.
The primetime coverage of the Rio Summer Olympics continues to trend way down from the 2012 London games. Four years ago in London, many events were finished by the time they aired on prime-time USA television.
After two days, NBC’s average primetime viewership (24.4 million viewers) and household rating (13.0) have respective 294% and 210% advantages over the other broadcast networks combined – the second-largest Olympics advantage on record (behind only the London Olympics).
Through the first three nights, NBC is averaging 26.7 million total viewers for the Games in primetime.
In the 18-49 demo, NBC averaged a 9.0 rating in primetime, down 21% from 2012.
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Comcast’s NBCUniversal, which has the exclusive long-term rights to broadcast the games to US viewers, plans to air more than 6,700 hours of Olympics events live on TV or streamed on the web over 17 days in August.
