NBC SEES SOCHI WORKING IN PRIMETIME

14.02.2014

Ratings from the Winter Olympics in Sochi are showing that NBC's strategy of showing taped coverage of the action in primetime is still effective, according to NBC Sports Group Chairman Mark Lazarus, a featured speaker at SportAccord Convention 2012. 

Despite a big time difference, U.S. broadcaster NBC is pulling primetime audiences for the Games in Russia almost equal to those for the Winter Games in North America four years ago. NBC's average primetime audience throughout Tuesday was 25.9 million, compared with the 26.4 million for the Games in Vancouver, Canada. 

Even when American fans know the results of events in advance, many of them are still tuning into the delayed coverage. Commenting on the disappointing showing of U.S. snowboarder Shaun White, Lazarus told Hollywood Reporter: "The ratings were tremendous. Even though most people knew he hadn't won."