UPDATE FEB 11 – 2 P.M.: NBCUniversal saw the second-highest total audience delivery of the 2022 Winter Olympics with Thursday’s primetime coverage bringing in 13.2 million viewers. Thursday was up from Wednesday’s 12 million TAD viewers, and helped mark the third consecutive night of increased viewership for NBCUniversal platforms. The first Sunday, with its TAD of 13.7 million viewers, remains the most-watched evening of the Beijing games.
Like previous nights, Thursday still paled in comparison to 2018 Winter Olympics in PyeongChang. The corresponding day in 2018 brought in 19.3 million viewers in Total Audience Delivery for NBC, NBC Sports Network and streaming.
Per NBCUniversal, its multi-platform coverage of the Beijing Olympics has brought in more than 2 billion streaming minutes, with Peacock leading the way. NBCUniversal also said that Friday’s coverage is on track to mark the 100th consecutive Olympics night to top primetime.
PREVIOUS FEB. 11 – 10 A.M.: Fresh off the gold medal wins for Nathan Chen and Chloe Kim, NBC’s coverage of 2022 Winter Olympics ventured to new heights with Thursday earning the highest demo of the games so far.
Per fast affiliates, Thursday’s primetime broadcast of the Beijing games raked in a 1.9 rating the 18-49 demo and 9.86 million viewers, up in both measures from the previous evening’s fast affiliates (1.8, 9.65). The evening’s broadcast featured the men’s halfpipe final, which saw Shaun White land short of the Olympic podium during his last run of the games. Placing fourth, White was bested by Japan’s Ayumu Hirano, Australia’s Scotty James and Switzerland’s Jan Scherrer.
Thursday also brought in NBC’s second-largest primetime audience for its 2022 Olympics coverage. From when the 2022 games first took over primetime last Thursday (1.2, 7.39), NBC’s coverage grew seven tenths in the demo and 25% in viewership for fast affiliates.
Nevertheless, Olympics coverage continues to be the obvious primetime winner.
Competition wasn’t only at the Olympics on Thursday as Jeopardy! National College Championship (0.6, 4.31M) returned to ABC up from the previous evening. ABC rounded out its Thursday programming with the NFL Honors (0.4 2.31M) from 9 p .m. to 11 p.m. Among the celebrants at the pre-Super Bowl ceremony were Green Bay Packers quarterback Aaron Rodgers, Los Angeles Rams’ Andrew Whitworth and Cincinnati Bengals’ Ja’Marr Chase.
Fox’s Joe Millionaire: For Richer or Poorer (0.3, 1.39M), Call Me Kat (0.3, 1.69M) and Pivoting (0.2, 1.06M) were all steady in demo rating.
CBS was in repeats the whole evening, as was The CW.
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