Beijing Olympic Ratings Were the Worst of Any Winter Games

An average of 11.4 million viewers watched the Beijing Olympics on NBC Universal platforms each night — the smallest prime-time audience on record for any Winter Games and well off the 19.8 million nightly viewers for the Pyeongchang Games in 2018.

More than two weeks of coverage, starting with the frigid opening show on Feb. 4 and ending Sunday, drew 160 million total viewers across the NBC television channel, the Peacock streaming service and other platforms, NBC Universal said on Monday.

Dramatic story lines proliferated during NBC Universal’s 2,800 hours of coverage, but few catered to an audience that may have craved escapist forays and tales of triumph. Pandemic restrictions forced the competitions to take place in a bubble. The result: mostly empty stands, and NBC announcers…

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