Nice thing about cumulative reach, it can only go up, never down!
via press release:
174 MILLION PEOPLE HAVE WATCHED THE OLYMPICS ON THE NETWORKS OF
NBC UNIVERSAL THROUGH 12 DAYS
25.2 Million Average Audience Through 12 Nights; More Than 4 Million More and 20% Higher Than 2006 Winter Games
Alan Wurtzel’s Top 5 Research Learnings – So Far – From
VANCOUVER – February 24, 2010 – 174 million Americans have
watched the Vancouver Olympics on the networks of NBC Universal through
12 days of the Games; three million more than watched the first 11 days
of the 2006 Winter Games (171 million), according to data available
today from The Nielsen Company.
12-DAY AVERAGE IS MORE THAN 4 MILLION MORE THAN 2006; BEST SINCE
TABLOID-FUELED LILLEHAMMER GAMES: The 25.2 million average viewers
through 12 nights of the Vancouver Games is the most for a non-U.S.
Winter Olympics since the *tabloid-fueled Lillehammer Games (39.4
million). The 25.2 million is more than four million more and 20
percent higher than the average viewership of the 2006 Winter Games
through 12 nights (21.0 million). The night averaged 21.3 million
viewers, and the Games have now surpassed 20 million viewers in
primetime each night thus far (12 straight nights).
*Fueled by the tabloid coverage of the Nancy Kerrigan/Tonya Harding
OLYMPICS AND IDOL HAVE IDENTICAL AVERAGE VIEWERSHIP (2+)
* Season to Date: Idol – 25.2 million (13 telecasts) – through
* Season to Date: Olympics – 25.2 million (12 telecasts) – through
24% MORE WATCH OLYMPICS THAN LAST SEASON’S IDOL:
* The Olympics in 12 days (thru Tuesday) reached 174 million
viewers 2+ — 24% more than the entire last season of American Idol
delivered (140 million over 39 telecasts).
OLYMPICS CUT DEFICIT BY MORE THAN 4 MILLION VIEWERS VS. AMERICAN IDOL:
Tuesday night’s coverage (8-11:10 p.m.) drew 21.3 million viewers on a
night that faced a two-hour episode of the juggernaut, American Idol on
Fox as well as an original episode of Lost on ABC. The 21.3 million is
below the comparable night at the 2006 Winter Games (25.1 million, most
viewed night to date of Torino Games featured American figure skating
star Sasha Cohen).
OLYMPICS VS. IDOL – CUT DEFICIT VS. 4 YEARS AGO:
* On the comparable night during the last Winter Olympics in 2006,
American Idol had an advantage of 7.5 million viewers going head-to-head
with the Olympics (30.2 – 22.7 million viewers from 8-10 p.m.). Last
night, going head-to-head from 8-10 p.m., that deficit was cut 57
percent with Idol only out-drawing the Olympics by 3.2 million viewers
(20.8 million for Olympics vs. 24.0 million for American Idol).
OLYMPICS VS. IDOL – CUT DEFICIT VS. LAST TUESDAY NIGHT:
* Last Tuesday American Idol had an advantage of 4.1 million
viewers going head-to-head with the Olympics (23.9 – 19.8 million). NBC
cut the deficit by nearly a million viewers (22 percent) head-to-head
with Idol out-drawing the Olympics by only 3.2 million viewers (20.8
million for the Olympics vs. 24.0 million for American Idol).
* For six years American Idol is now 223-1 against all
competition. The one show that beat Idol head-to-head was last
Wednesday’s Olympics on NBC.
DOUBLED VIEWERSHIP FOR LOST:
* Head-to head the Olympics more than doubled the viewership for
an original episode of Lost (22.3 vs. 9.9 million, 9-10 p.m.).
The 14.2/23 average household rating to-date is and 14 percent higher
than 2006 (12.5/20). The national household rating of 12.6/20 for
Tuesday night is down from the comparable night at the 2006 Winter Games
(15.5/23; the highest rated night to date – by two full rating points –
of the Torino Games). The comparable night at the 2006 Winter Games
featured American figure skating star, Sasha Cohen.
NBCOLYMPICS.COM AND NBC OLYMPICS MOBILE
NBC OLYMPICS MOBILE: 62 MILLION PAGE VIEWS: NBC’s Olympics Mobile
platforms (Mobile Web Site and iTunes App), through 12 days have amassed
62.4 million page views nearly doubling the total number of page views
for the entire 17-day Beijing Games (34.7 million).
* There have been 1.5 million mobile video streams in 12 days,
more five times the total number for the entire 17-day Beijing Games
* By the time the Opening Ceremony broadcast started at 7:30 p.m.
on Feb 12, NBC’s Olympics Mobile had already generated more page views
than the entire 2006 Winter Games (1.07 million).
NBCOLYMPICS.COM HAS MORE USERS THAN ENTIRE 2006 WINTER GAMES: Through 12
days, NBCOlympics.com has delivered 34.9 million total unique users,
more than 20 million more unique users and 162 percent higher than the
entire 17 days of the 2006 Winter Games (13.3 million).
* NBCOlympics.com‘s 493 million page views through 12 days
surpasses the total for the 17 days of the 2006 Winter Games (331
million) by 49 percent.
* NBCOlympics.com has delivered 31 million video streams to date –
more than 25 million more and 453% higher than Torino’s first 10 days
NOTE: All data for NBCOlympics.com and NBC Olympics Mobile is provided
TOP SPORTS ON NBCOLYMPICS.COM ON TUESDAY 2/22 (by page views) 1. Figure
Skating, 12.7 million 2. Alpine Skiing, 2.1 million 3. Hockey, 2.0
million 4. Speed Skating, 1.4 million 5. Curling, 907k
TOP 5 RESEARCH LEARNINGS – SO FAR – FROM VANCOUVER GAMES:
“The Billion Dollar Lab” initiative involved the participation of a
number of research suppliers and the source line following each of the
learnings indicates how the data was obtained.
1. THE OLYMPICS IS A HUGE CULTURAL EVENT
* 46% of Olympic viewers changed their typical routine to watch
* 63% stayed up longer than usual to watch, resulting in 42% being
“more tired than normal.”
* 35% of viewers cried or became teary-eyed while watching (25%
(Source: Research Results)
2. BIG EVENT TV PROGRAMMING BIIGER NOW – MORE THAN EVER
* More than half of all Americans have watched the Vancouver
Olympics on the networks of NBC (174 million).
* That’s 24% more viewers than watched the entire 2009 season of
American Idol (140 million for 39 separate telecasts).
3. THE OLYMPICS ARE A POSITIVE FAMILY VIEWING EXPERIENCE
* 77% of parents say they use the Olympics to teach their kids
* 76% agree “Olympics give me an opportunity to spend quality time
together with my family.” (Source: Insight Express 2/14/10)
4. THERE IS TREMENDOUS GROWTH IN YOUNGER VIEWERS
* Gains from youth categories far exceed growth in older demos.
* Viewing among P18-24 is up 46% and viewing among older teens
(15-17) is up 34% (compared to viewing for Torino Games).
5. PEOPLE ARE LOOKING FOR A SHARED CULTURAL EXPERIENCE IN A
FRACTIONALIZED MEDIA WORLD
* There aren’t many experiences that let people share an event in
such great numbers. We see that in our social networking numbers and
the overall amount of viewing.
* 63% of Olympics viewers say, “My friends and I enjoy talking
about these Olympics.” (source: Knowledge Networks)
METERED MARKET RATINGS BY TIME ZONE (12-Day Average):
Mountain Time Zone 19.4/31
Central Time Zone 15.9/25
Pacific Time Zone 15.7/24
Eastern Time Zone 15.2/24
TOP 25 METERED MARKETS (12-Day Average):
1. Salt Lake City, 22.3/37
2. Denver, 22.2/36
3. Milwaukee, 21.8/34
4. Seattle, 20.2/37
5. Minneapolis, 20.0/34
6. St. Louis, 19.2/30
7. Columbus, 18.7/29
8. San Diego, 18.5/31
9. West Palm Beach, 18.3/27
10. Portland, 18.2/33
11. Kansas City, 18.0/27
12. Nashville, 17.5/25
T13. Oklahoma City, 17.4/26
T13. Cleveland, 17.4/27
15. Tulsa, 17.1/25
T16. Phoenix, 17.0/28
T16. Ft. Myers, 17.0/27
T18. Boston, 16.9/30
T18. Austin, 16.9/27
20. Providence, 16.8/28
21. Cincinnati, 16.6/26
22. Indianapolis, 16.4/26
23. Sacramento, 16.3/29
T24. Washington D.C., 16.2/27
T24. Detroit, 16.2/26
T24. Chicago, 16.2/26
TOP 25 METERED MARKETS FOR TUESDAY, FEB. 23:
1. Salt Lake City, 20.7/34
2. Denver, 19.8/33
3. Minneapolis, 18.3/30
4. St. Louis, 17.3/27
5. Seattle, 17.2/32
6. Milwaukee, 17.1/27
7. San Diego, 16.9/29
8. West Palm Beach, 16.6/24
9. Oklahoma City, 16.4/24
T10. Nashville, 16.3/23
T10. Tulsa, 16.3/23
12. Columbus, 15.9/25
13. Ft. Myers, 15.7/24
T14. Portland, 15.5/29
T14. Kansas City, 15.5/23
16. Indianapolis, 15.3/25
17. New York, 15.0/23
18. Phoenix, 14.9/24
T19. Chicago, 14.8/23
T19. Albuquerque, 14.8/23
T21. Boston, 14.5/26
T21. Cincinnati, 14.5/23
T23. Washington D.C., 14.0/24
T23. Detroit, 14.0/22
T23. Austin, 14.0/21
T23. Providence, 14.0/24
NBC Universal, broadcasting its record 12th Olympics the most Olympics
broadcast by any network, will present more than 835 hours of Vancouver
Olympic Winter Games coverage – representing the most total hours ever
for a Winter Olympics, more than the last two Winter Olympics combined,
and the most live hours ever for a Winter Games. The Vancouver Games are
the first Winter Olympics to be presented entirely in high definition.