NBC updates ratings from Beijing Games

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NBC reported a 16.3 rating and an average audience of 26.6 million for Tuesday’s primetime broadcast from the Beijing Games. That’s up from a 15.7 rating and 25 million average viewers on the comparable night four years ago during Athens Games broadcasts, according to Nielsen Media Research data.

NBC’s 12-day average prime-time viewership is 29.3 million, up from 26.1 million during the like period during the Athens Games. Its 17.1 rating over the period is an 8% increase from a 15.8 rating four years ago.

NBC Universal’s continued ratings success with the Beijing Games broadcasts prompted the Hollywood Reporter to describe the network’s daily ratings press releases this way: ‘NBC is running out of ways to describe its stellar Olympics ratings.’

Meanwhile, Sports Business Daily reports that ESPN/ABC Sports executives on Wednesday took a shot at rival NBC’s decision to delay key Beijing Games competitions.

‘When we put a live bug on ‘SportsCenter,’ it means live right now,’ ESPN Exec VP/Content John Skipper said. ‘At ESPN, it just would not be part of our DNA to tape delay the most important sporting event of the day.’

Sports Business Daily also reported that ESPN is interested in bidding for the next round of Olympic Games, beginning with the 2014 and 2016 Games. NBC owns Olympic media rights in the U.S. through the 2012 London Games.

-- Greg Johnson