WOW! I predicted just last week a record would be broken and it did but it did way better than I thought it would. NBC really did a great job of prepping a lot of viewers a month ago with those Trials to peek the interest up this year of the games and it helps that they have Michael Phelps in the picture. Going to be a big week for NBC but like JimmyU said NBC needs to translate a quarter of viewers into watching their programming in the fall.
When was the last time we saw a 21.0HH/37% for a Friday night program in the dead of summer season?
They must have broken out double-rounds of Pimm’s earlier today in London as the NBC Sports brain trust saw these Nielsens pop up on their i-Phones. Even though last nights opening ceremonies were an, at times, laughable mish-mash of lamely-realized themes brought to life by Mr. Danny Boyle, I think most of the world kept watching in the hopes that it would get better or wanting to witness how it could get any worse. I felt actual empathy for Her Majesty, entering the stadium after that silly James Bond filmette (right up there with Mr. Rob Lowe and Snow White at the Oscars a few years ago)…Mr. Boyle even had the sheer nerve to use a clip of The Sex Pistols “God Save the Queen” in his musical montage, overlooking, or perhaps forgetting in his zeal, that the song is rather anti-monarchist and was written to embarrass the Queen during her last Jubilee in the seventies. But at a brunch I attended today, nobody talked about anything else but last nights positively eccentric ceremonies, so it provided endless conversation starter and filler material all around the world I’m sure.
Nevertheless, NBC has gotten off to a marvelous start in their ‘Summer Olympics’ coverage, and if they can maintain this sort of Olympics-over-Olympics growth in all their dayparts, they are going to give an enormous push to their fall sked given the high density of promo spots they have sprinkled like hot sequins across their wall-to-wall coverage .
A18-49 A18-49 A18-49 A18-49 A18-49 nights nights
demo demo demo demo % won won
Rank web 2012 2008 chg 2012 2008
1 NBC 12.40 10.30 20% 1 1
2 UNI* 1.50 1.50 0%
3 ABC 0.80 1.00 -20%
4 CBS 0.60 0.90 -33%
4 FOX 0.60 1.00 -40%
6 ION 0.30 0.10 200%
7 CW 0.20 1.10 -82%
total 16.40 15.90 3% 1 1
HH HH HH HH HH nights nights
rating rating rating rating rating won won
rank web 2012 2008 chg 2012 2008
1 NBC 21.0 18.8 12% 1 1
2 CBS 2.4 2.3 4%
3 ABC 1.9 1.9 2%
4 UNI* 1.8 1.8 0%
5 FOX 1.6 1.6 -3%
6 ION 0.7 0.2 250%
7 CW 0.4 2.0 -80%
total 29.8 28.6 4% 1 1
P2+ P2+ P2+ P2+ P2+ nights nights
viewers viewers viewers viewers viewers won won
rank web 2012 2008 chg 2012 2008
1 NBC 41.920 34.891 20% 1 1
2 UNI* 3.505 3.505 0%
3 ABC 3.210 2.813 14%
4 CBS 3.110 3.457 -10%
5 FOX 1.610 2.247 -28%
6 ION 1.000 0.310 223%
7 CW 0.565 3.642 -84%
total 54.92 50.865 8% 1 1
* Univision’s numbers last night are placeholders based on their performance four years ago.
If you look carefully, the feathers in NBC’s Peacock shine a little brighter today, proud as a Peacock can possibly be with such stunning Nielsens for the opening ceremonies of their ‘Summer Olympics’ coverage.
Nikita did a 0 share at 9 PM. It had tough competition but it’s another low point for CW. This network should not be getting 0 shares.
To be fair, America’s Next Top Model and Nikita paired together is not going to work and they obviously were the last two shows placed on schedule. So it’s not fair just to single out one show. There’s no flow at all to this night going from modeling to action/sci fi.
Quote from JimmyU on July 28, 2012, 16:00
Wow, massive numbers for the Opening Ceremony! Let’s see if NBC can parlay this into better ratings this fall.
London was a great location to draw in viewership. People are generally attracted to England so that likely resonated with viewers.
As for NBC in the fall, if they show gains, it’s because in my opinion overall, they have a logical schedule and programmed appealing new shows. NBC did as much as they could and now it’s up to their viewers to tune in. The Olympics will help get awareness for their shows, but it’s the shows themselves that has to keep them watching. NBC went back to the basics of what a fall season needs to be. It’s not rocket science and past the hype, that’s what every network needs to strive for.
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