NBC Makes Up for Rio Ratings
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Having missed its ratings guarantees in Rio, NBC in the coming weeks may be on the hook for some holdover Olympics make-goods, but for the most part media buyers say they are satisfied with how the network has handled its Summer Games shortfall.
According to Nielsen live-plus-same-day data, NBC through the first 13 days of its Olympics coverage has averaged 28.1 million viewers and a 16.0 household rating, two full ratings points shy of the 18.0 it had guaranteed advertisers in the run-up to Rio. (The “total audience delivery” data includes NBC’s primetime broadcasts, coverage on six cable networks and digital streaming.) That marks a decline of 13% compared with the analogous period during the 2012 Summer Olympics and a 12% drop from London’s 18.1 household rating.
Since the games began on Aug. 5, NBC has hit its guarantees on just three nights, which coincided with big wins in the pool by Michael Phelps and Katie Ledecky and the U.S. women’s gymnastics team’s gold medal performance. By comparison, the Peacock Network exceeded its London ratings targets 14 nights out of 17.
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