NBC is reported to have spent around $900 million for the US broadcast rights of the 2008 Olympics and another $300 mill in production costs.The Games are expected to generate at least $1.7 billion in revenue from advertising time and sales of GE industrial products that have been incorporated into Olympic venues.
NBC is presenting its 11th Olympics which includes a record 3,600 hours of coverage on the Beijing Games, plus additional material on the Web. NBC also boasts about it's Beijing Olympics website, offering streaming coverage even of minor sports such as archery and fencing and working for months on technical improvements.
Putting it all in perspective, last February 's Super Bowl smashed records with 97.5 million total viewers. Now, NBC estimates that 157 million viewers watched at least some of the coverage spread across its various TV, online or wireless platforms during the first four days in Beijing. An average of 30.4 million viewers watched nightly in prime time, according to Nielsen.
The ratings according to Neilsen, tell the story.
| Rank | Season average | Show name | Network | Viewers in millions |
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| 1. | X | Olympics Opening Ceremony | NBC | 34.9 |
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| 2. | X | Olympics | NBC | 32.3 |
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| 3. | X | Olympics | NBC | 24.1 |
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| 4. | 13 | America's Got Talent | NBC | 12.6 |
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| 5. | 17 | Two and a Half Men | CBS | 10.0 |
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| 6. | 20 | So You Think You Can Dance (Thurs.) | Fox | 9.7 |
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| 7. | 54 | Criminal Minds | CBS | 9.1 |
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| 8. | 13 | So You Think You Can Dance (Wed.) | CBS | 9.0 |
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| 9 | 47 | NCIS | CBS | 8.7 |
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| 10 | 17 | CSI: Miami | CBS | 7.9 |
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| 11 | 47 | New Adventures of Old Christine | CBS | 7.6 |
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| *. | X | America's Got Talent (Thurs.) | NBC | 7.6 |
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| 13 | 29 | Wiipeout | ABC | 7.3 |
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| 14. | 47 | CSI: NY | CBS | 7.0 |
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| 15. | 20 | Big Brother | CBS | 6.4 |
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| * | 82 | How I Met Your Mother | CBS | 6.4 |
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| 17. | 93 | 60 Minutes | CBS | 6.3 |
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| * | 82 | The Big Bang Theory | CBS | 6.3 |
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| * | 40 | Flashpoint | CBS | 6.3 |
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| 20. | 82 | Nashville Star | NBC | 6.2 |
...
| Broadcast: Tops among 18-49-year-olds | ||||
| Rank | Season average | Show name | Network | Viewers in millions |
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| 1. | 14 | Olympics | NBC | 14.6 |
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| 2. | 40 | Olympics Opening Ceremony | NBC | 13.5 |
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| 3. | 48 | Olympics | NBC | 10.5 |
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| 4. | 17 | American's Got Talent (Tues.) | NBC | 4.6 |
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| 5. | 54 | So You Think You Can Dance (Thurs.) | Fox | 4.3 |
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| 6. | X | So You Think You Can Dance (Wed.) | Fox | 4.0 |
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| 7. | 48 | Two and a Half Men | CBS | 3.9 |
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| 8. | 30 | Wipeout | ABC | 3.7 |
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| 9. | X | Big Brother (Tues.) | CBS | 3.3 |
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| 10. | n/a | Old Christine | CBS | 3.1 |
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| 11. | 123 | American's Got Talent (Thes.) | NBC | 3.0 |
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| 12. | 123 | How I Met Your Mother | CBS | 2.9 |
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| 13. | n/a | The Big Bang Theory | CBS | 28 |
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| 14. | n/a | CSI: Miami | CBS | 2.7 |
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| * | n/a | Feugo en la Sangre (Mon.) | Univision | 2.7 |
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| * | n/a | Al Diablos/Guapos (Tues.) | Univision | 2.7 |
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| * | n/a | Feugo en la Sangre (Tues.) | Univision | 2.7 |
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| * | n/a | American Gladiators | NBC | 2.7 |
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| 19. | 84 | Criminal Minds | CBS | 2.6 |
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| * | 84 | House | Fox | 2.6 |
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