February 9, 2014

SKEDBALL: Sochi Winter Olympic Ratings

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Written by: Mitch Metcalf
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The first Saturday of Winter Olympic coverage averaged a 6.5 adult 18-49 rating from 8:30-11:00 pm last night on NBC.  This must be slightly disappointing for the network, as last night was a a few notches below the comparable night from Turin in 2006, after seeing a Friday Opening Ceremony number (8.7 rating) closer to Vancouver 2010’s pace.  Last night featured coverage of: Team Figure Skating Ladies’ Short Program and Ice Dancing, Men’s Slopestyle and Women’s Moguls.

Through Saturday night, the 2014 Sochi Games are averaging a 7.2 adult 18-49 rating in prime time, between Vancouver (8.4) and Turin (6.6) through the same night.  The multi-night averages are listed at the bottom of the following chart, with the ratings weighted by number of minutes each evening.  The next few nights will be very interesting to see if Sochi is really more like Vancouver or if it heads toward the final average for Turin.  The latter scenario means little to no profitability for the Games and a lot of make-good commercials in the second week of competition to satisfy underwhelmed advertisers.

Sochi Winter Olympic Track thru Sat 2014 02 08

About the Author

Mitch Metcalf
MITCH METCALF has been tracking every US film release of over 500 screens (over 2300 movies and counting) since the storied weekend of May 20, 1994, when Maverick and Beverly Hills Cop 3 inspired countless aficionados to devote their lives to the art of cinema. Prior to that, he studied Politics and Economics at Princeton in order to prepare for his dream of working in television. He has been Head of West Coast Research at ABC, then moved to NBC in 2000 and became Head of Scheduling for 11 years.