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Traditional Olympic Tune-Out Shouldn’t Hurt NBC

Even the traditional tune-out that happens during the second week of the Olympics shouldn’t stop NBC this year.

Since 1992, the Summer Olympics have averaged a 12.5 percent drop in viewership during their second week. Barcelona in 1992 saw the greatest drop, 16 percent, and Atlanta in 1996 saw the smallest, 9 percent. Sydney in 2000 and Athens in 2004 each saw 12 percent drops.


NBC knows and expects ratings to drop this week, but its average of a 17.2 rating through 10 nights means that even if ratings fall by 15 percent, the network will finish with a 16.1 rating average. That would put the network 11 percent ahead of its 14.5 rating guarantee to advertisers.

That’s great news for the network, which paid $894 million for rights fees and still had advertising inventory during the Games as late as last week.

Posted by: Tripp Mickle & David Broughton / August 19, 2008 / 9:52 AM / Print Article
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