Every Little Bit Helps: Cable, Digital Lift NBC's Olympics Ratings
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A string of American triumphs in the pool and a near-flawless turn by U.S. women’s gymnastics team on Tuesday night powered NBC to its strongest ratings of the 2016 Rio Summer Games, as some 33.4 million viewers tuned in for the network’s primetime Olympics program.
According to Nielsen live-plus-same-day data, NBC’s coverage of the fourth night of competition was its highest-rated thus far, averaging an 18.9 household rating from 8 p.m.-11:44 p.m. EDT. That marked a 13% decline from the 21.8 household rating NBC notched four years ago during the analogous evening in London, a delivery that would prove to be the high-water mark of the 2012 Olympics.
Through the first five nights in Rio, the NBC flagship network is averaging 27.9 million viewers and a 15.3 household rating, down 21% from 35.1 million viewers and a 19.4 rating.
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