With the seven nights of primetime Rio Olympic coverage ranking as the week's top seven telecasts in every key ratings measure, NBC has delivered the most dominant win in people meter history versus the Big 4 competition and vaulted into a decisive lead for the 2015-16 TV season to date, according to "live plus same day" figures from Nielsen Media Research through the week of Aug. 8-14.
With this latest weeklong win,
NBC has opened up a dominant season-to-date lead in adults 18-49, now ahead by 0.3 of a point versus #2
CBS (2.2 vs. 1.9), which was boosted in February by the Super Bowl.
NBC is expected to continue to lead for the balance of the 2015-16 52-week season to claim its third consecutive season in the key 18-49 demo. Heading into the Olympics,
NBC and
CBS were tied for #1 with a 2.0 rating each.
With its dominant week,
NBC generated the largest margins in people meter history over the combined Big 4 competition, winning the week by a +376% advantage in 18-49 (with an 8.1 rating vs. a combined 1.7 for ABC,
CBS and Fox) and by +276% in total viewers (28.2 million vs. a combined 7.5 million).
The Aug. 8-14 victory gives
NBC an eighth straight win among those nets in adults 18-49 (including a tie) and seven wins in a row in total viewers, to match NBC's longest total-viewer winning streak in 19 years, since an 18-week stretch in 1997 from the week of May 7 to the week of September 1.
Through 10 nights of Olympics coverage, NBC's average primetime viewership (27.8 million viewers) has generated a +276% advantage over ABC,
CBS and
FOX combined - the second-largest Olympics advantage at this point on record (behind only the 2012 London Games). In adults 18-49, NBC's 10-night 8.0 primetime rating in the demographic is five times the combined rating of the other Big 4 networks (1.6 on ABC,
CBS and Fox), which is the largest advantage in the first 10 days of any Olympics on record.
Through Sunday, viewers have watched 1.86 billion live streaming minutes of NBC's Rio coverage - already topping by +26% the combined total of all prior Olympics (1.48 billion for Sochi, London, Vancouver, Beijing and Torino).
NBC Olympics coverage on other channels and digital streaming has lifted primetime viewership thus far by +7% versus NBC-only results, from an average of 27.9 million viewers on
NBC to 29.9 million when broadcast, cable and digital streaming in primetime are combined.
NBC won the broadcast ratings week in every key measure - adults, men and women 18-34, 18-49 and 25-54, plus total viewers - as well as kids 2-11 and teens 12-17. The seven Olympic telecasts on
NBC were the top seven primetime shows of the week on the Big 4 networks in each one of those categories.
NBC is undefeated versus every Big 4 network every week so far this summer in adults 18-49, excluding
ABC weeks during the NBA Playoffs.
Season to date,
NBC ranks #1 in every key demographic - adults, men and women 18-34, 18-49 and 25-54 (including a tie in women 18-34).
NBC is delivering its second-most-watched season in eight years, with its average of 8.237 million viewers overall for the 2015-16 season the network's second-best at this point since
NBC was averaging 8.246 million through 47 weeks in 2007-08, trailing only the 8.314 million of 2013-14.
Primetime averages for the week of Aug. 8-14 in adults 18-49 are: NBC, 8.1 rating, 29 share; CBS, 0.7/2; ABC, 0.6/2; Fox, 0.4/1; and CW, 0.3/1. In overall total viewers, the weekly averages were: NBC, 28.2 million; CBS, 3.6 million; ABC, 2.7 million; Fox, 1.2 million; and CW, 0.9 million.
"Most current" averages for the season to date are: NBC, 2.2/8; CBS, 1.9/7; ABC, 1.8/6; Fox, 1.6/6; and CW, 0.7/2. In overall total viewers, the season averages are: CBS, 9.4 million; NBC, 8.2 million; ABC, 6.6 million; Fox, 5.0 million; and CW, 1.8 million.
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