London Calling


The Games of the XXX Olympiad kicked off in London and on NBCUniversal’s networks last Friday (June 27).
Here are some noteworthy Olympic numbers:

1 Rickenbacker bass guitar
expected to be played by
Sir Paul McCartney during
Opening Ceremony

2 Available apps — NBC
Olympics Live Extra and
NBC Olympics

3 Specialty channels —
soccer, basketball, 3D —
among NBCU’s roster of
nine linear networks

7 Competitions Michael
Phelps has entered; he
needs three medals to
become the most-decorated
Olympian ever

007 Daniel Craig,
the current
James Bond,
was expected to drop in at
the Opening Ceremony

16.2 NBC’s
rating from
Beijing, translating into an average
audience of 27.7 million

70 Sheep herded
for Danny
Boyle’s $42.3
million Opening Ceremony

80 Percentage
of U.S. homes
that will have
access to NBC Olympics and
Panasonic’s 242 hours of the
first-ever 3D Games coverage

98Sports Illustrated’s
prediction for
U.S. medal count, one more
than China, for most at the

Advertisers signed up
for the Games

Source:Multichannel News research