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.
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.
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.
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.
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.
What were people watching besides the Opening & Closing Ceremonies?
What were people watching besides primetime Olympics?
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.
Hockey Viewing Insights
Most-watched hockey games and their ratings
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.