UPDATE, 12:45 PM: With Thursday’s final numbers in, the XXX Summer Olympics (21.1/36) continue their dominance of television and past Games. NBC’s Thursday 8 PM-midnight primetime coverage was the most-watched first Thursday of any non-U.S. Summer Games since 1976. The London Games pulled in 36.8 million total viewers, up on the 29.7 million that watched the first Thursday of the 2008 Beijing Games and 5.1 million more than the 31.7 million who watched the first Thursday of the 2004 Athens Games. The first seven-night average of the London Games is 19.5/33, which is the highest for any non-U.S. Summer Games since Montreal in ’76. That seven-night average is 10% higher than it was for the Beijing Games and 20% higher than it was for Athens.
PREVIOUS: Thursday was another big night at the XXX Summer Olympics (11.2/32) especially for Michael Phelps and Gabby Douglas. The most decorated Olympian took his medal count up to 20 with a win in the 200-meter individual medley and the gymnast became the first American to win gold in both the women’s individual all-round competition and the team competition. It was also another win for NBC’s Olympic coverage. In fast nationals, last night’s 8-11 PM coverage was up 8% from the first Thursday of the 2008 Beijing Olympics. Thursday was also the second best night the Olympic has had, beating the July 27 Opening Ceremony and coming silver to the final overnights of July 31st. Over the first seven nights, the 2012 London Games are up 7% among Adults 18-49 over the 2008 Beijing Games and 14% in total viewers. Over the first seven nights of the London Olympics, the highest-rated U.S. time zone has continued to be the Mountain Time Zone, followed by the Pacific, then Central and the Eastern. NBC won the night among Adults 18-49 and in total viewership with 35.697 million watching. (more…)