Screentime
NBC’s Winter Olympics Ratings Are Heading Toward a Historic Low
- Total audience is down nearly 50% from South Korea in 2018
- More ad inventory could help NBC make up for reduced rates
Colby Stevenson of United States performs during the Men's Freestyle Skiing Freeski Big Air Final of the Beijing 2022 Winter Olympic Games at Big Air Shougang in Beijing on Feb. 9.
Photographer: Catherine Ivill/Getty ImagesAs the Winter Olympics near the halfway point, NBC’s viewership is nearly half of what it was four years ago and is on pace to be the lowest in the event’s history.
An average of 12.3 million nightly viewers per day have watched the Winter Olympics on Comcast Corp.’s NBCUniversal TV and streaming channels through Feb. 8. That compares with about 23 million viewers at the same point for the 2018 games in PyeongChang, South Korea, according to an NBC spokesman.