February 20, 2014

SKEDBALL: Winter Olympic Ratings Update

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Written by: Mitch Metcalf
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Last night’s Olympic coverage from Sochi, Russia averaged a 5.0 adult 18-49 rating from 8:00-11:00 pm, although the final number will probably come in at a 5.2 rating when the 8:00 half hour is excluded for not containing national commercials (only promos and local spots).  The 5.2 last night would be up four tenths from the same night in Turin 2006 (4.8 rating) but three tenths below Vancouver 2010 (5.5).

Last night’s coverage included: Ladies’ Short Program, Men’s Giant Slalom and Women’s Bobsled.  Normally, that’s about as good as it gets in terms of programming. But the US figure skating program is going through a very rough patch, possibly facing the first medal shutout for individual Men’s and Women’s Ladies’ Figure Skating since 1936.  Gracie Gold might win the Bronze tonight to keep that from happening, but that accomplishment is hardly the stuff of massive ratings.  NBC will probably settle for a high-5 rating or maybe 6 for tonight Ladies’ Figure Skating finals, instead of the 8 to 12 rating that is normal when we are in contention for gold medals.

Through the second Wednesday of coverage, Sochi is averaging a 5.9 adult 18-49 rating to date (now four tenths below the comparable Turin average of 6.3 and eight tenths below Vancouver’s 6.7 rating).  Please note the final rating for NBC on Tuesday 2.18.2014 has been adjusted up to a 5.0 (when the 8:00 half hour was excluded).

Sochi Winter Olympic Track thru Wed 2014 02 19

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.