UPDATE, 8:31 AM: On the Tube in London there’s a sign saying “Mind The Gap” to warn riders to be careful when stepping on the train – NBC might want to pay attention to the expression when it comes to Olympics ratings.
With a 4.0/14 rating among adults 18-49 and 16.85 million viewers for the Closing Ceremony of the Rio Games, NBC is looking at the worst Summer Olympics results in decades. Not only are fast affiliates down to the second lowest result of the 2016 Olympics for the Comcast-owned net’s primetime coverage but they took a whooping 56% fall in the key demo and dropped 44% viewershipwise from the closing of London 2012.
Perhaps even worse is that Rio 2016’s last hurrah wasn’t up that much from the early numbers of the Closing Ceremony of the 2014 Winter Games in Sochi, Russia. Last night saw a rise of just 10% in viewers and 21% in among the 18-49s from the end of the 2014 Games on February 23 of that year. In fact, last night was down 49% in the demo in early numbers from the fast affiliates of August 14 – which saw Usain Bolt speed to another gold.
All of which left a special 10:30 – 11 PM edition of The Voice (2.7/10) with little bounce and close to it’s usual non-Olympics results. CBS’s Big Brother (1.8/7) was even with last week as was BrainDead (0.3/1). Celebrity Family Feud (1.1/4), The $100,000 Pyramid (1.0/4) and Match Game (0.9/4) were even, up a tenth for the two latter ABC shows from last week.
PREVIOUSLY, 7:39 AM: The rain in Rio de Janeiro may have left Maracana Stadium partially empty for the Closing Ceremonies of the 2016 Olympics, but it was the ratings that really soaked NBC.
Like almost all of the Games of the XXXI Olympiad, last night’s dancefest and hand-over of the 2020 Games to Tokyo was down from London 2012. In metered market results, NBC’s tape-delayed 8-10:30 PM coverage pulled in an 11.7/19 rating, a 31% drop from what the record-breaking closing scored in London on August 12, 2012. In fact, it is also down from Beijing 2008 too in a Games that has had plenty of Team USA gold medals but failed to gain traction on the previous Summer Olympics day after day.
Comparing the Opening Ceremonies of August 5 to Sunday’s Closing Ceremonies, the latter took a 29% tumble in metered market results. As a indication of how Rio was going to go for the Comcast-owned net, the 2016 opener was 28% behind the London Opening Ceremony of 2012 — which had a parachuting monarch and James Bond plus more rock’n’roll royalty that you can shake the crown jewels at.
For you dataheads, last night’s Closing Ceremonies hit its peak right at the start during the 8-8:30 PM slot with a 12/5/21 MM result. We will update later with more Closing Ceremonies 2016 ratings and others, and yes there were other things on TV last night like that The Voice preview and CBS’ Big Brother.