NBC may be thrilled about its ratings, but what about CCTV, China’s official TV network, which has multiple channels? According to the International Olympic Committee, 840 million Chinese people tuned in to at least some of the opening ceremony last Friday night.

The ceremony was shown on six different CCTV channels, plus some regional channels. The average audience in China during the opening ceremony was 496 million people, for an 83 share.

Phelps’ Screen Time Equals $9M In Sponsor Exposure

No doubt about it, Michael Phelps has made an impression. Actually, he’s made millions of dollars worth of impressions, according to Joyce Julius & Associates Inc.

The agency says the swimmer’s in-broadcast exposure adds up to a value of $9 million of prime-time TV.

Adidas, Nike, Speedo and Visa logos have combined for six minutes of on-screen time exclusively from apparel worn by Phelps during NBC’s coverage, Joyce Julius said in a release.

A warm-up jacket worn by Phelps during each of his five medal ceremonies up to now accounted for all of Nike’s time with the swimmer, as the familiar swoosh has been monitored for three minutes, 33 seconds, leading to an exposure value of $5.3 million.

Speedo logos on Phelps’ warm-up jacket, swim cap and bodysuit have landed the brand 2:24 of airtime, or a value of $3.6 million, according to the company, while highlights of Phelps’ storied career have also led to TV time for Adidas and Visa.

Thus far Phelps has accounted for 72 percent of Nike’s swimming-related exposure during NBC’s nighttime coverage, as well as 18 percent of Speedo’s on-screen time and value.

MLS Talking About Portland In Beijing

MLS Commissioner Don Garber was scheduled to meet with Merritt Paulson in Beijing on Thursday to discuss MLS expansion and a potential franchise in Portland.