Closing ceremony falls 29 percent
NBC averages 15.1 million total viewers on final night
February 25, 2014
The Winter Games ended with a rather low-key closing ceremony Sunday night.
Viewership for the final broadcast of the Olympics was down sharply from Vancouver four years ago, wrapping up two weeks when NBC dominated the competition but saw declines from the 2010 Games.
Sunday’s closing ceremony averaged 15.1 million total viewers from 8:33 p.m. to 10:36 p.m., according to Nielsen, off 29 percent from the 21.4 million who tuned into the Vancouver closing ceremony.
Of course, the Vancouver closing ceremony came shortly after NBC’s broadcast of the dramatic U.S.-Canada gold medal hockey game, which drew a huge audience.
This year’s closing ceremony didn’t have anything like that to boost primetime ratings. In fact, the final three days of competition generated rather lackluster ratings for NBC in comparison to 2010, as Americans seemed to lose interest in the Games.
This year’s closing ceremony averaged an 8.7 household rating, down from a 12.1 four years ago.
NBC did note that the Sochi closer was up 2 percent in total viewers from the Torino Games eight years ago, which averaged 14.8 million total viewers.
For the full 16 days of the Olympics, NBC averaged 21.4 million total viewers, down 12 percent from the 2010 Games, which averaged 24.4 million.
It was up 6 percent from the 2006 Games in Torino, which averaged 20.2 million viewers. While much of the primetime action in Vancouver aired live, Sochi and Torino primetime coverage was taped because of the time zone differences.
Among households, the Sochi Games averaged a 12.2 rating, down 12 percent from a 13.8 for Vancouver.
It was up very slightly from a 12.3 in Torino.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency