Winter Olympics End With Smallest Audience Ever

The 2022 Winter Olympics ended as the least watched ever for NBCUniversal ...

The topline figure is that the Olympics averaged 11.4 million viewers across all of NBCU’s platforms in primetime. That’s down 42 percent from the 19.8 million average for the 2018 winter games in Pyeongchang, South Korea — in keeping with the trend both from the first few days of the games ... and the general decline of broadcast network ratings in the past four years.

NBCU’s coverage from Beijing is also down about 26 percent from the 2021 Summer Olympics in Tokyo, which averaged 15.5 million primetime viewers in the company’s “Total Audience Delivery” metric (a combination of Nielsen ratings for TV and Adobe Analytics figures for digital platforms). That too is on par with the declines from last summer from the opening week of the winter games. (Each of the last three Olympics, for what it’s worth, took place in eastern Asia, presenting similar time zone differences between the host cities and the United States.)

NBCUniversal also said that the Olympics generated nearly 20 billion ad impressions for adults, according to metrics from the company’s measurement partner iSpot, more than three times as many impressions per unit over the course of the games than ABC, CBS and Fox combined.

https://www.hollywoodreporter.com/tv/tv-news/winter-olympics-ratings-smallest-ever-1235097103/