NBCUniversal’s 2022 Beijing Olympics – The Most Extensive Winter Games Presentation Ever

Last night, NBCUniversal concluded its presentation of the XXIV Olympic Winter Games from Beijing, China with the Closing Ceremony, having programmed more hours across more platforms than ever before, while continuing to draw massive audiences which dominated the media landscape.

Among the highlights:

Find it on Apple News
  • NBCUniversal presented a record 2,800+ hours of Winter Games coverage.
  • 160 million Americans watched NBC’s Beijing Olympics presentation across all platforms.
  • Last night’s Closing Ceremony coverage on NBC and Peacock marked the 109th consecutive Olympics night that NBC ranked #1 in primetime
  • NBC Olympics’ nightly coverage delivered a Total Audience Delivery of 11.4 million viewers and is the most watched primetime show of 2021-22, excluding NFL.
  • Peacock, which was the streaming home of every Olympics event for the first time, recorded its best 18-day span of usage during the Games.
  • USA Network ranked as the #1 sports and entertainment network on cable in primetime and Total Day over the course of the Games.
  • With 4.3 BILLION streaming minutes across digital and social media, the Beijing Olympics is NBCUniversal’s most streamed Winter Games ever.
  • Olympic coverage created major benefits for the NBCUniversal portfolio.

Mark Lazarus, Chairman, NBCUniversal Television and Streaming: “NBCUniversal’s presentation of the Beijing Olympics dominated across all platforms and once again showed that nothing captivates Americans for 18 consecutive days and nights like the Olympic Games. The power of the NBC broadcast network delivered large audiences every night, while USA Network registered the best two-week stretch of any sports and entertainment cable network. With sharply increased signups, usage and awareness, Peacock streamed every Olympic moment for the first time ever and delivered a user experience that was greatly enhanced from just six months ago. Over the course of the Games, we delivered what was promised to our advertising partners and delivered unmatched promotion for our company.”

Pete Bevacqua, Chairman, NBC Sports: “In the face of unprecedented challenges over the past six months, our production team showcased the thrilling competition, told the memorable stories, and provided the important global context that continue to make NBC Olympics’ presentations of the Summer and Winter Games must-see, appointment viewing. With dominant audiences on NBC, USA Network and Peacock, we continue to adapt and evolve across all platforms. We are excited to present the Paralympics beginning late next week, and the upcoming Olympics in exceptional host locations Paris, Milan-Cortina, and Los Angeles.” 

BEIJING OLYMPICS IS MOST-WATCHED PRIMETIME SERIES SINCE LAST SUMMER (EXCLUDING NFL): Since last summer’s Tokyo Olympics, the 2022 Winter Games is the most-watched primetime series, excluding NFL (minimum 10 episodes/shows). Following are the most-watched primetime series since September 2021:

Most-Watched Primetime Shows Since Tokyo Olympics, TV only

Primetime SeriesAvg. Viewers
NBC Sunday Night Football18.5 million
FOX Thursday Night Football*16.4 million
ESPN Monday Night Football **14.2 million
NBC 2022 Beijing Olympics*10.7 million
CBS 60 Minutes9.2 million
Paramount Yellowstone*8.9 million
CBS NCIS7.6 million
CBS FBI7.5 million
CBS Young Sheldon7.1 million
NBC Chicago Fire7.1 million

Source: Nielsen, Live + Same Day Data; minimum 10 shows (Official viewership for 2/18-2/20 will be available on Wednesday); *Viewership across multiple television networks; **Viewership across multiple networks on many occasions

SINCE BEGINNING OF TOKYO OLYMPICS, NBC HAS TOPPED PRIMETIME FAR MORE THAN ANY OTHER BROADCAST NETWORK: In the 213 nights from the Tokyo Olympics Opening Ceremony on July 23, 2021, through last night’s Beijing Olympics Closing Ceremony, NBC easily topped the competition – ranking #1 in primetime among broadcast networks 93 times (44% of the nights), 35 on Olympics nights.

Most Nights #1 in Primetime on Broadcast TV, Since July 23, 2021

NetworkTimes Ranking #1 in Primetime
NBC93
CBS61
ABC34
Fox25

Source: Nielsen, Live + Same Day Data

SINCE TOKYO OLYMPICS, WINTER GAMES TOPPED 10 MILLION VIEWERS MORE THAN ANY PRIMETIME SHOW (EXCLUDING NFL): NBC Olympics’ nightly presentation has topped 10 million TV viewers more than any other show since the Tokyo Olympics, excluding NFL.

Series with Most Primetime Episodes Averaging 10 Million Viewers, Since Tokyo Olympics (excluding NFL)

Shows With 10 Million ViewersSeries
92022 Beijing Olympics
760 Minutes (post-NFL airings)
62021 World Series

Source: Nielsen, Live + Same Day Data

LED BY PEACOCK, NBCUNIVERSAL REGISTERS MOST-STREAMED WINTER OLYMPICS EVER: For the first time, Peacock live streamed every event of the Olympics. All content was also streamed live via authentication on NBCOlympics.com and the NBC Sports app. Among the highlights:

  • Viewers streamed a Winter Games record of 4.3 BILLION MINUTES across Peacock, NBC Sports Digital and social media platforms. That figure includes 3.9 billion minutes of Beijing Olympics content streamed across Peacock, NBCOlympics.com, and the NBC Sports app – up 78% from the 2018 PyeongChang Olympics.
  • NBCUniversal’s Beijing Olympics coverage delivered 6 of the 10 most-streamed primetime presentations in Olympics history.
  • NBCUniversal’s Average Minute Audience of 516,000 viewers in primetime is the best ever for an Olympics.
  • Peacock registered its best 18-day stretch of usage during the Winter Games. 

USA NETWORK RANKS AS CABLE’S #1 SPORTS AND ENTERTAINMENT NETWORK: Featuring live coverage of every Winter Games sport, USA Network was the top destination for sports and entertainment programming on cable and along with Tokyo Olympics coverage last summer, delivered the network’s most watched 15-day span (Feb. 5-19) span since September 2018.

  • USA Network delivered an average of 4 million primetime viewers from Feb. 5-19 – topping all sports and entertainment cable networks.
  • USA Network delivered an average of 937,000 Total Day viewers from Feb. 5-19 – topping all sports and entertainment cable networks.
  • USA Network’s primetime viewership from Feb 5-19, excluding Super Bowl Sunday, was 1.4 million viewers – joining last summer’s Tokyo Olympics (1.6 million) as the most-watched 15-day spans in primetime for USA Network since September 2018.
  • USA Network delivered an average of 1.36 million Total Day viewers across consecutive weekends (Feb. 5-6 and Feb. 12-13) – the best average viewership across successive weekends since December 2014.

Source: Nielsen, Live + Same Day Data; Preliminary Data Used for 2/18-2/29

NEW ISPOT METRICS DEMONSTRATE WINTER GAMES DOMINANCE FOR NBCU ADVERTISING PARTNERS

New iSpot metrics further highlight the dominance of the Winter Games for NBCU advertising partners:

  • The 2022 Beijing Olympics averaged 1 Billion ad impressions per day, generating 19.96 Billion Ad Impressions for Adults 18+ over the full 18 days.
  • NBC Olympics primetime Winter Games presentation had a 22% lighter ad load and delivered 262% more ad impressions per unit than the other three broadcast networks combined.
  • TV ads during the Winter Games had a 98% completion rate.
  • The Beijing Olympics ranked #1 in ad impression share of voice across all dayparts.  During primetime from Feb. 2-20, the Winter Games had a 31% share of voice against competition, with five times greater share of voice than the most-watched show on another network.

NBC OLYMPICS’ MEDIA PARTNERS REACHED MILLIONS

  • More than 1 billion impressions of NBC Olympics’ content across Facebook, Twitter, Instagram and TikTok
  • 69% increase in video views across all social platforms over the PyeongChang Olympics
  • 229.5 million video views on TikTok, which led to more than 370,000 new followers on NBC Olympics TikTok during the Games
  • 38 million impressions and 11.5 million video views for On Her Turf on Twitter, Instagram and TikTok
  • NBC Sports Audio provided its most comprehensive Winter Games coverage, with daily podcasts featured on Apple Podcasts, Amazon Music, Stitcher and Spotify. In addition, the “NBC Olympics Hockey” channel debuted on SiriusXM and featured all U.S. men’s and women’s games.

Total Audience Delivery is based on data from Nielsen and Adobe Analytics. Official viewership for 2/18-2/20/22 will be available by Wednesday AM.