MAM

174 mn people watch Winter Olympics on NBC

MUMBAI: Viewership for the Vancouver Olympics has swelled to 174 million on NBC Universal, three million more than the 2006 Winter Games event, according to data available from Nielsen. The 25.2 million average viewers through 12 nights of the Vancouver Games is the most for a non-U.S. Winter Olympics since the tabloid-fueled Lillehammer Games which attracted an audience of 39.4 million, according to data available from Nielsen. It is also 20 per cent higher than the average viewership of the 2006 Winter Games through 12 nights.
 
The event has now surpassed 20 million viewers in primetime each night thus far. Tuesday night‘s coverage drew 21.3 million viewers on a night that faced a two-hour episode of the juggernaut, American Idol on Fox, as well as an episode of Lost on ABC.


On the comparable night during the last Winter Olympics in 2006, American Idol had an advantage of 7.5 million viewers going head-to-head with the Olympics (30.2 - 22.7 million viewers from 8-10 p.m.).
 
The ratings provide five learnings from the event:


1. The Olympics is a huge cultural event.
46 per cent of Olympic viewers changed their typical routine to watch the Olympics. 63 per cent stayed up longer than usual to watch, resulting in 42 per cent being more tired than normal. 35 per cent of viewers cried or became teary-eyed while watching (25 per cent among men).


Big event TV programming is bigger now more than ever.
More than half of all Americans have watched the Vancouver Olympics on the networks of NBC (174 million). That‘s 24 per cent more viewers than watched the entire 2009 season of American Idol (140 million for 39 separate telecasts).
 
The Olympics remains as a positive family viewing experience.
77 per cent of parents say they use the Olympics to teach their kids values.


There is tremendous growth in younger viewers.
Gains from youth categories far exceed growth in older demos. Viewing among the 18-24 age group is up 46 per cent and viewing among older teens (15-17) is up 34 per cent (compared to viewing for Torino Games).


People are looking for a share cultural experience in a fractionalised media world.
There aren‘t many experiences that let people share an event in such great numbers. 63 per cent of Olympics viewers say, My friends and I enjoy talking about these Olympics. (source: Knowledge Networks.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Hansa%20Research%20Ashok%20Das.jpg?itok=33nD2_TX
HANSA Research ties up with MSW ARS

MUMBAI: Hansa Research and MSW ARS have announced their partnership by launching their communication measurement services in India. “With this tie-up, we bring a significant range of services to the Indian market, thereby helping clients optimise their multimedia communication from the idea stage...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Navratri.jpg?itok=j19eU9aA
Brands bullish this festive season but not for Navratri

MUMBAI: Marketing mavens are aware that a majority of brand spending in India takes place between August and December every year because of a range of festivals that dot this period. It begins with Raksha Bandhan and chugs ahead with Ganesh Chaturthi and gathers steam in September with Navratri,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/denstu.jpg?itok=xFl58pR4
Dentsu appoints Rahul Sengupta as CCO

Dentsu India, the full-service communication agency from Dentsu Aegis Network, has brought in Rahul Sengupta as the chief creative officer (CCO).

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Untitled-1.jpg?itok=-9drpSTH
The Womb will nurture ASUS' India strategy

MUMBAI: The Womb, an advertising and innovations company, has won the strategy and creative mandate for ASUS India, the Taiwanese leader in technology. The agency is tasked with the communications mandate for both smartphones and laptops business in India. The Womb has initiated work for its...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Mallikarjun%20Das.jpg?itok=9kwe0GUf
Publicis' co Starcom wins Lenskart media duties

MUMBAI: Starcom, a Publicis Media company, has won the media duties of the eyewear retailer Lenskart. Lenskart has growing business that reaches out to over 1, 00,000 customers a month via a combination of a strong online business as well as ‘home check-up' service. As per industry estimates, India...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/BBH.jpg?itok=0dIZrEuC
BBH bags creative mandate for Smarton

Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/iprospect.jpg?itok=vAcx-0hl
Intelligent Content vital for branding: iProspect CEO about new solution

iProspect, Dentsu Aegis Network’s global digital performance agency, has launched Intelligent Content – an offering that links production and performance – in India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/denstu.jpg?itok=B79FV15-
Dentsu Impact elevates Ramaswamy, to make 'Maruti' a vibrant brand

Dentsu Impact recently restructured its creative department and promoted Anupama Ramaswamy as the national creative director. Ramaswamy has been with Dentsu Impact for over a year now, after joining as the executive creative director.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Pallavi-Goorha-Nisha_Sara_Jose.jpg?itok=W8TGSvvV
PG Communication wins Faber Castell PR mandate

MUMBAI: Faber-Castell India, a leading stationery brand, recently awarded its PR mandate to PG Communication. As part of the mandate, the agency will be providing strategic communications services to further strengthen the Faber-Castell brand equity in India.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories