Beijing Olympics Opening Ceremony Joins NBC’s Tokyo Olympics Opening Ceremony and Macy’s Thanksgiving Day Parade as Most-Watched Entertainment Shows on Any Network since March 2021
Streaming of Friday’s Coverage (Led by Peacock Weekday-Record Audience) Totaled 190 Million Minutes – BEST EVER for Any Olympics Opening Ceremony Day AND Topping Combined Total of All Prior Winter Games Opening Ceremony Days
New iSpot Metrics Show Continued Olympic Dominance for Advertisers
STAMFORD, Conn. – Feb. 5, 2022 – Highlighted by NBC’s first-ever full day Winter Games Opening Ceremony presentation, Friday’s Beijing Olympics on NBC, USA Network, Peacock and other streaming platforms averaged a Total Audience Delivery (TAD) of nearly 16 million viewers, according to preliminary data.
The numbers indicate that Friday’s full-day Opening Ceremony coverage will average nearly 14 million TV-only viewers (14.4 million TAD) – ranking with NBC’s Tokyo Olympics Opening Ceremony in July and NBC’s Macy’s Thanksgiving Day Parade as the most-watched entertainment shows on any network since last March.
“Led by extensive multiplatform coverage of the compelling Opening Ceremony, and by Nathan Chen’s spectacular performance on Thursday night, we are off to a strong start that is in line with the expectations of our advertising partners,” said NBC Sports Chairman Pete Bevacqua. “We look forward to continuing our momentum with the competition tonight and in the weeks ahead.”
Led by Peacock’s best-ever weekday viewership, total digital usage of Friday’s coverage amassed 190 million minutes – marking the largest digital consumption ever for an Opening Ceremony day for a Summer or Winter Games. In addition, 190 million minutes tops the combined total of all prior Winter Games Opening Ceremony days (125 million minutes for 2010, 2014 and 2018 Olympics).
Across its primetime Opening Ceremony coverage, NBCU ran a 42% lower ad load then the other broadcast networks, which delivered on average 17% higher impressions per ad unit, according to iSpot.
Total Audience Delivery is based upon live-plus-same day figures from Nielsen and digital data from Adobe Analytics. Official viewership will be available on Monday.
ABOUT NBC OLYMPICS
NBCUniversal will provide coverage of the 2022 Olympic Winter Games from Feb. 2-20. The Opening Ceremony will be presented on Friday, Feb. 4, live in the morning and again in primetime on NBC and Peacock. Similar to recent Winter Games, NBC’s primetime Olympic coverage begins the night before the Opening Ceremony on Thursday, Feb. 3. Coverage begins on Wednesday, Feb. 2, on USA Network and Peacock. NBCUniversal is presenting its 18th Olympic Games, 12th consecutive overall, and sixth straight Winter Games, all the most by any U.S. media company.