Walkers - The Walking Dead _ Season 4, Episode 10 - Photo Credit: Gene Page/AMCOne time might sting a bit, but a second time it really has to hurt. Just like it did February 9 with its midseason return, AMC’s The Walking Dead has beaten NBC’s Olympics coverage in the adults 18-49 demo. The zombie drama drew 13.3 million at 9 PM on Sunday night and 8.7 million in the key demo for a 6.8 rating. That’s up from the 5.6 rating among adults 18-49 that NBC’s Sochi broadcast pulled in during the same hour. Last week, the blockbuster drama series drew 10.4 million in the 18-49 demo with 15.8 million viewers overall. That ratings result was an 8.2, compared with the Olympics’ 7.4 in the slot. NBC’s primetime Olympics’ coverage had a 6.9 rating on February 9 and a 4.8 rating on Sunday. Sunday’s Walking Dead was once again the top show on both broadcast and cable in the key demo.

Related: Sochi Olympics’ Second Sunday Ratings Fall From Vancouver 2010 & Last Week

OlympicsOverall, NBC’s bruised Olympics coverage has been 15% behind Vancouver 2010 so far in the demo this Winter Games, with a 3% slip from Torino 2006. It’s worth remembering that nearby Vancouver was broadcast virtually live, while Torino was on a tape-delay like Sochi. Torino also didn’t have the vast streaming resources and other platforms NBC is utilizing for the Sochi Games.

Matt B
12 months
Not to stick up for the Olympics, cuzdI’d rather watch TWD, but the Olympics is viewed on…

12 months
How did this happen? AMC featured fresh content the past two Sundays. NBC, on the other hand,…

Not watching a
12 months
There’s just no magic in watching a global sporting competition that took place 8 hours in the…

Having said that, the Olympics aren’t the first big-ticket NBC sports event to feel the wrath of Walking Dead. Surprising many, the AMC series scored a couple of demo touchdowns last year against NBC’s Sunday Night Football. Then again, for a show that was up 29% in the first half of its fourth season over the first half of Season 3, Walking Dead has been on a winning streak this cycle. The series’ Season 4 premiere in October drew a cable-record 16.1 million viewers and 10.4 million adults 18-49. WD’s Season 4 midseason finale in December had 12.1 million total viewers watch its 9 PM broadcast with 7.7 million in the 18-49 demo – another record for the show.