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.
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