Though TV ratings from the Summer Olympic games are down, live streams being delivered by NBC Olympics from Rio are surging.
NBC Olympics said live streaming from the games topped 1 billion minutes (1.05 billion) on Wednesday (August 10) via NBCOlympics.com and the NBC Sports app.
That total is up 232% from the equivalent day at the 2012 London games, NBC Olympics said, but recognized that 2012 games had no simultaneous live streaming and no competing primetime Olympic cable coverage. NBCUniversal and its stable of networks plan to deliver 4,500 hours of streaming coverage during the Rio games.
NBC Olympics said Total Audience Delivery for Wednesday’s primetime coverage averaged a 16.5 household rating with 28.6 million viewers, noting that it’s a measurement of broader Rio Olympics consumption that ties together average minute viewing across broadcast, cable, and digital.
NBC also confirmed that will deliver make goods for TV viewing that came in lower than that from the 2012 London games, Bloomberg reported.
“We build in inventory to make sure we deliver what we promised them,” Mark Lazarus, chairman of NBC Sports Group, said in a media call, according to Bloomberg, which cited an ad buyer that NBC promised an average primetime rating of 18 (Lazarus said NBC has been averaging a 15.6 during primetime, the report added).
Lazarus also said that the range in that TV decline is smaller when factoring in viewers who watched coverage on NBCU’s cable networks or online, Bloomberg said.
“Overall our ratings consumption is meeting our expectations,” Lazarus said. “The mix is just a little different. Cable and digital are continuing to grow at a fast rate.”
According to data from iSpot.tv released Thursday, 323 brands have run 605 spots a total of 6,356 times so far during the Rio games, estimating a spend of $392.5 million. It said 1,285 of those spots ran during primetime.
NBC and its network partners have delivered more than 6.48 billion impressions on TV in six days of coverage, iSpot.tv said.
Among brands, BMW is leading the way in terms of visibility, generating more than 222.9 million impressions via the car-maker’s ads, followed by Visa (180.51 million) and Chevrolet (171.42 million).