Women, Older Viewers, Snowy Climes Watching The Winter Olympics More

Categories: TV Sports Ratings & News

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February 25th, 2010

Those who thought that NBC's Winter Olympics programming was obviously targeted to women (like ESPN's Michael Wilbon who compared it to the Lifetime Network) now have the numbers to back them up from Nielsen. Winter Olympics TV viewership skews decidedly female.

Winter Olympics viewers also skew older.

And, not surprisingly, the Winter Olympics are particularly attractive to people in regions where it snows a lot. Whether that's because they've been snowed in for the last two weeks, or because they like winter sports isn't clear.

Here's a few more Olympics data tidbits:

A detailed look at who’s watching the 2010 Winter Olympics reveals a wealth of additional insights:

  • Olympics ratings are clearly highest among older viewers. Ratings among teenagers are 57% lower than the national average Ratings among the 18-49 group are 20% lower than the national average, while ratings among those 55 and older are 82% higher.
  • Olympics viewing among ethnic minorities is considerably lower than it is for the population as a whole.  Ratings among Hispanic and African-American viewers are each 74% below the national average. Asian ratings are 15% below the national average
  • The Olympics are more widely viewed in the West Central region of the United States than any other part of the country. Ratings in this area are 24% higher than the national average. Viewership is lowest in the Southwest, where ratings are 28% lower than the national average
  • Households that view in High Definition are more likely to watch the Games.  About 55% of Olympic viewers are in HD-capable/receivable homes. Viewing in these homes are 14% higher.  DVR households have similar viewership tendencies. About 41% of Olympic viewers are in DVR homes and have ratings 12% higher than the national average.

You can read the entire article here.

 
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