July 28, 2012

The Sked: Olympic Opening Ceremony Ratings: Early Fast Nationals Indicate Huge Success for NBC

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Written by: Mitch Metcalf
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The prime time portion of the Opening Ceremony of the London Olympics averaged a stunning 12.4 rating with Adults 18-49, blowing away last year’s 10.3 rating from Beijing (which was very good for an Olympics not hosted by the United States).    The half-hour ratings for the prime time portion of the telecast showed solid interest in the Danny Boyle-produced part of the Ceremony and then some fall-off during the parade of nations: 8:00 (12.2), 8:30 (13.3), 9:00 (13.3), 9:30 (12.3), 10:00 (11.7), 10:30 (11.8). 

When the 7:30 half hour and the 11 pm hour are factored in, the 12.4 rating should drop somewhat but it will remain a cause for celebration at NBC, which has come to rely on its Sports division to draw audiences to prime time.  The ultimate number will also exceed our 10.5 rating forecast by a comfortable margin.

The preliminary results are listed in the table below and will be updated as more refined numbers come in.


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.