NBCOlympics.com through Saturday has generated 628 million page views, which is 12 percent more than the 561 million page views for the combined totals of the 2004 Athens and 2006 Turin Games. In addition, the site has delivered 31.1 million video streams, which is up 188 percent from the 10.8 million combined streams from Athens and Turin, according to the network.

Meanwhile, Yahoo Sports on Friday released comScore traffic data showing it generated more than 8 million unique users on its Olympics-specific site in the U.S. for the week ending Aug. 10, higher than 6.7 million at NBCOlympics.com and 1.7 million for Beijing2008.cn.

NBC's own TAMi measurement showed 5.1 million unique users on NBCOlympics.com for the first three days of the Beijing Games (Aug. 8-10). Yahoo Sports overall generated more than 15 million unique users during the week, its most heavily trafficked week in site history and a 50 percent increase from average traffic in July.

Despite a lack of a event video, Yahoo Sports is seeking to compete against NBC with content from a battery of former Olympians, including Dominique Dawes, Matt Biondi, Janet Evans and Mike Powell.