— Published 23 February 2022

NBC broke records

It’s official: the Beijing 2022 Games were historic for NBC. The American channel broke records. But it could have done without it. According to the most recent figures, which have yet to be refined but are very close to reality, audiences for the Olympic event were historically low in the United States, with record low ratings on the group’s channels. On average, 11.4 million people watched the Winter Games each night on the various NBCUniversal platforms. This was the lowest primetime audience ever for the Olympics, down nearly nine million viewers from the 2018 PyeongChang Games. Over the two weeks of coverage, NBC drew a combined total of more than 160 million viewers. The Super Bowl alone drew 112 million on Sunday, February 13, also in prime time and on NBC. The reason for this was the COVID-19 pandemic, the Biden administration’s diplomatic boycott of the Games, the American team’s difficult start and the failure of some leaders, including skier Mikaela Shiffrin. Another reason cited by US analysts was the 13-hour time difference between New York and Beijing.