Ratings dip a blip in NBC's Olympics victory


NBC's coverage of the Beijing Olympics continues to dominate despite some ratings slippage.

The Summer Games averaged 27.7 million viewers (9.4 rating/27 share in adults 18-49) Wednesday night, down 12% from NBC's previous five-night average. For the first time, NBC's nightly average dipped slightly below the Athens Games four years ago (-2%).

Still, the figures were double other major networks combined and represent NBC's largest margin of victory over competitors on a Wednesday since at least 1992.

The network also is claiming that the Beijing Olympics is "the biggest multiplatform sports event of all time." NBCOlympics. com on MSN has set traffic records, touting nearly 25 million unique visitors to the site, and nearly 3 million visits have been made to NBC's site via mobile and VOD offerings.

"These record numbers validate our multiplatform strategy," NBC Olympics president Gary Zenkel said.

Meanwhile NBC's late-night division is getting an Olympics boost, with "The Tonight Show With Jay Leno" and "Late Night With Conan O'Brien" seeing their highest ratings in months. (partialdiff)