2018 Winter Olympics Viewership Analysis 2018-10-28T22:35:13+00:00

TV Insights

2018 Winter Olympics Viewership Analysis

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2018 Winter Olympics: Biggest ratings moments

The Opening Ceremony had the highest ratings percentage through the first half of the games, capturing nearly 14% of all US households.

In second and third place respectively were USA athletes Shaun White and Chloe Kim each winning gold in the snowboarding half-pipe – which both also aired during weekday primetime.

Winter Olympics Ratings Analysis

2018 Winter Olympics ratings analysis

Shaun White: Wins gold and highest median viewership

When we look at the median fraction of US households watching each second of a given broadcast or event, the story changes: Shaun White’s gold medal run drove the highest median viewership-per-second. This is due to several factors but tied primarily the shorter length of a single event, such as snowboarding half-pipe, versus the longer duration of the opening ceremony.

Winter Olympics Ratings Analysis

2018 Winter Olympics Highest Median Viewership

Biggest relative differences to average US viewership

Leveraging Samba’s industry-leading TV data set, we’ve uncovered geo-based viewership trends that paint a larger picture of Olympics broadcast engagement in the country’s largest metro areas.

Olympics Viewership: A Geographic Analysis

2018 Winter Olympics viewership by location

NBC Olympics promos: Tune-in analysis

NBC went all-in, allocating the largest percentage of its Super Bowl commercial space to Olympics promos – an estimated value of more than $40M.

The results show that NBC’s investment payed off significantly – Super Bowl viewers exposed to Olympics promos were 2.19x more likely to tune-in to primetime Olympics coverage than the unexposed group. That sounds like $40M well-spent for NBC.

Measuring NBC’s Return on Olympics Promos

2018 Winter Olympics Highest Brand Presence

Olympic Halo Effect drives NBC viewership

NBC benefitted from an engaged Olympics audience for both lead-in and following event broadcasts, driving increased viewership retention.

Measuring NBC’s Return on Olympics Promos

2018 Winter Olympics NBC Halo Effect

What were people watching besides the Opening & Closing Ceremonies?

2018 Winter Olympics what watched other than opening and closing ceremonies

What were people watching besides primetime Olympics?

2018 Winter Olympics what watched other than opening and closing ceremonies

NBC viewer retention for Olympics coverage

Primetime Olympics viewers tunedaway at a higher rate than nonprimetime viewers when presented with more content options.

Overall NBC never saw more than half of Olympic viewers tune-away from event broadcasts.

2018 Winter Olympics Viewer Retention

Hockey Viewing Insights

2018 Winter Olympics hockey viewing insights

Most-watched hockey games and their ratings

2018 Winter Olympics most watched hockey games

Tracking Olympic viewer fatigue

After the hype of Opening Ceremonies, Shaun White and Chloe Kim, viewer fatigue impacted Olympics broadcast engagement starting on 2/15.

2018 Winter Olympics Viewer Retention

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