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State of the Screens

2018 Winter Olympics Close Out as Least-Watched on Record, Down 7% From Sochi Games

By March 5, 2018No Comments

Average primetime audience for Winter Olympics:
1)
2018 PyeongChang — 19.8M
2)
2014 Sochi — 21.3M
3)
2010 Vancouver — 24.4 million
4)
2006 Torino — 20.2M
5)
2002 Salt Lake — 31.9M
6)
1998 Nagano — 25.3M

Flashback. Nobody seems to know how many people watch TV shows these days — and that should terrify the ad business

Total digital minutes (% of total):
1)
Live — 1.85B (85%)
2) Total — 2.17B

Digital live minutes by year (% growth):
1)
2016–420M
2)
2018–1.85B (↑ 340%)

The measurement of total audience (TV + streaming) added 11% on average to the ratings.

90% of the ad buys were TV and streaming combined.

More:
1)
NBA vs. Olympics: A Tale of Two Audiences

The NBA All-Star Game and the Olympics went head to head last Sunday. Below is the minute-by-minute viewership for each.

Interesting. Less than half of the audience for the NBA All-Star Game watched the Olympics at any point this year.

2) Could ESPN try and regain some NHL TV rights in the next round of contract negotiations?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.