NBC benefited from carrying all eight nights of the U.S. Olympic Trials with its best ratings ever for the swim meet, which finished Monday night in Omaha.
NBC averaged 6.63 million viewers the first seven nights of the Trials, as well as a household rating of 4.1. Those ratings were up 74 percent and 71 percent, respectively, from the averages of 3.82 million viewers and a 2.4 household rating for the swimming-only broadcasts in 2008.
The Sunday night viewership was 7.89 million with a household rating of 4.8 — the best for any Swim Trials on record back to 1988 and second-best for an Olympic Trials single-night broadcast of any sport since 2000.
NBC carried all eight nights of the 2012 Trials in prime time, up from four in 2008. The first seven were televised from 7 to 8 p.m., while the Monday night closing session was a half-hour because of a limited program at CenturyLink Center.
“Obviously with the ratings and viewership of the Trials, the decision to put all eight nights in prime time worked,” said Adam Freifeld, vice president communications for NBC Sports Group.
Freifeld also said NBC won its time slot with the Trials all five weekday nights from June 25 to 30.
Contact the writer: