BBC Olympics Coverage Dominates UK Primetime With Wiggins A Big Daytime Draw

Michael Phelps scored a record 19th medal on Tuesday to become the most decorated Olympian of all time, but in the UK, it’s Bradley Wiggins who’s bringing in the medals and the audience. The top stream on the BBC Sport website on Wednesday was the Men’s Cycling Time Trial where Wiggins, fresh off his Tour de France tour de force, took the gold and Chris Froome took bronze. The win for Wiggins made him the most successful British Olympian in history. The BBC is streaming all XXX Summer Olympics events with 567,000 requests for Wiggins’ race yesterday. On TV, the cycling peaked at 6.2M viewers on BBC One for a 50.3% share at 4pm local time. Still, swimming is the stickiest sport for the BBC’s TV coverage given its primetime berth. Scotsman Michael Jamieson’s silver medal in the Men’s 200m Breaststroke Final gave BBC One a peak 9.5M viewers Wednesday evening. Other nets are struggling against the BBC’s primetime coverage. ITV1 is relying in part on repeats, but only took an 8.2% share on Wednesday night with an episode of Agatha Christie’s Poirot. Channel 4’s medical reality show 24 hours In A&E drew an average 2.7M viewers in Wednesday primetime. In the States, Tuesday’s 8-11:43 PM broadcast on NBC was the highest rated night of all the Games since 1996.

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