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.
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