NBC’s Olympics telecasts have won ratings gold with 174 million people tuning in over the first 12 days, an average 25 million per night.
Who, exactly, is watching?
Older, female, white, western-mountain state folks with DVRs and high-definition TVs.
That is, almost the exact opposite of the Super Bowl audience, according to Nielsen.
Females comprise 56% of the audience for the Vancouver Games. Viewers over age 55 are 82 percent more likely to be watching than the national average.
Who isn’t watching? Teens, Hispanics and African-Americans.
Teens are watching at a rate 57 percent below the average. Ratings for Hispanics and African-Americans are 74 percent below the national average.
Geographically speaking, Olympics ratings are highest in the West Central U.S. and lowest in the Southwest.
HD-capable homes are watching 14 percent more than than the national average. DVR households are watching 12 percent higher.
“In contrast to the Super Bowl, the primetime Winter Olympic TV audience is predominantly female, according to an analysis of primetime Winter Olympic viewership data through February 21. An estimated 56% of Olympic viewers are female, while 44% are male. Super Bowl viewership was almost the exact opposite, with its audience composed of 54% males and 46% females,” Nielsen reported.
Joanne Ostrow: 303-954-1830 or jostrow@denverpost.com
