August 13, 2012

The Sked: Olympic Ratings through Closing Ceremony

More articles by »
Written by: Mitch Metcalf
Tags: , , , , , , , , ,

Even the Closing Ceremony did extraordinarily well this Olympics.  In the preliminary fast nationals, NBC averaged an 8.8 Adult 18-49 rating from 8-11 pm last night.  NBC usually runs the lower-rated 7 pm hour on the final night without commercials so that hour can be excluded from the nightly average.   (Even if the 7 pm hour were included in the rating, the night would average a still robust 7.8 rating.)

Through 17 nights of Olympic programming, NBC is averaging a 9.6 rating for the London Olympics:  5% above Beijing in 2008, 10% ahead of Athens 2004, and 17% above Sydney 2000.  The preliminary 17-night average for London is made up of 14 nights of official ratings and 3 nights of fast national ratings.  The completely official numbers should be available tomorrow.

NBC also previewed the new comedy Animal Practice from 10:58 pm to about 11:20 pm, without commercials.  No fast national ratings are available for the preview, and the metered-market “overnight” ratings for the 11 pm half hour are delayed.  There is no doubt there was significant audience tune-out during the comedy set in an animal hospital, but even with a steep 40% decline from the 10:30 Olympic rating, the Animal Practice pilot would average around a 5 rating (a much higher rating than it would have received with a traditional premiere).  However, given the dearth of laughs in the pilot, the series has nowhere to go but down when the season gets going.

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.