NBC Hits All-Time Winter Olympics Ratings Low With Sochi Closing Ceremony
Not all publicity is good publicity. Russia's Olympic Games, steeped in controversy and marred by human rights violations, pulled in the lowest Winter Olympics ratings ever for NBC during Sunday's Closing Ceremony.
The NBC broadcast of Sochi's Closing Ceremony garnered 8.7 out of 13 households, the lowest household rating in Winter Games Closing Ceremony history (beating out the previous record holder from Torino in 2006). Though bad, there was still another night of even worse ratings as Deadline reports it was only the second lowest night of the Sochi Games.
After 17 days, 98 events, 28 U.S. medals and 1000s of hours of coverage by NBC, last night’s Closing Ceremony brought the Sochi Winter Olympics to an end. The tape-delayed nearly 2-hour extravaganza drew a 9.5/14 in overnight metered-market rating for the network. That’s down 33% from the 14.2/21 result of the Closing Ceremony of Vancouver 2010. It’s also a dip of 4% from the 9.9/14 metered-market result of the Torino 2006 Closing Ceremony. It’s worth noting, in an Olympics that had a relative lack of American superstars and historic lows among adults 18-49, NBC did not have a big ticket event earlier in the day such as the Canada-U.S. Gold medal hockey match pulling in domestic viewers like the Winter Games 4 years ago did.