February 23, 2014

SKEDBALL: Winter Olympic Ratings Update

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Written by: Mitch Metcalf
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NBC’s sojourn in Sochi has officially transitioned from Nightmare to Living Hell.  Last night’s primetime coverage averaged a 2.7 adult 18-49 rating from 8:00-11:00 pm or a 2.8 rating from 8:30-11:00.   That’s a new low for primetime Olympic coverage, shattering the record set the night before.  The comparable night in Vancouver 2010 was a relatively robust 4.8 adult 18-49 rating, while Turin 2006 on this final Saturday averaged an even bigger 5.1 rating.  Nothing worked last night: Figure Skating Gala (no medals at stake — just imagine Stars on Ice hosted by Johnny Weir), Men’s Slalom, Bobsled 4-Man and Men’s & Women’s Speed Skating Team Pursuit.

The Sochi primetime average to date has now sunk to a 5.6 adult 18-49 rating, now seven tenths behind Turin’s 6.3 rating and a full rating point behind Vancouver’s 6.6 rating.  The Closing Ceremony is always a clunker, so look for the Sochi total average to finish at a 5.5 or maybe even a 5.4 rating for all nights.

Sochi Winter Olympic Track thru Sat 2014 02 22

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.