February 22, 2014

SKEDBALL: Winter Olympic Ratings Update

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Written by: Mitch Metcalf
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Last night’s Olympic primetime coverage on NBC averaged a turgid 3.5 adult 18-49 rating from 8:00-11:00 pm in the fast nationals.  The 8:00 half hour will almost certainly be excluded from the ratings, as they have on this night for most previous Winter Olympics on NBC.  When that adjustment is made the primetime number will rocket up to a 3.6 rating, setting a new nightly low for Winter Olympic coverage.  (The previous low was 3.8 for the Closing Ceremony in Turin 2006.)

Last night’s televised events were a hodgepodge including Women’s Slalom and speed skating.  A lot of speed skating: Men’s Short Track 500m and 3000m Relay, Women’s Short Track 1000m and Men’s Speed Skating Team Pursuit.

Through the third Friday of Olympic coverage, Sochi is averaging a 5.7 rating to date, -10% below the previous low for the same period (Turin’s 6.3 rating) and -15% below Vancouver’s 6.7 rating.

Sochi Winter Olympic Track thru Fri 2014 02 21

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.