/// NBC: Twitter Beefs No Match for the ‘Silent Majority’

August 2, 2012  |  Media Week

NBC on Thursday offered a first look at some of its newly mined Olympics usage research, and as has been the case with the prime-time TV ratings, the digital stats are trending ahead of the Beijing Games. According to NBC research president Alan Wurtzel, 28 million people have visited NBCOlympics.com since Friday’s Opening Ceremony, marking an 8 percent increase versus the analogous period four years ago. Thus far NBC has served up 64 million total video streams, which translates to a 182 percent improvement from the first five days of the Beijing Olympics . Per comScore data, 45 percent of the streams, or 29 million, were live. As of last night, the single most-streamed event of the London Olympics was the women’s gymnastics team final, which was held on Tuesday. Some 1.5 million users watched the U.S. team take the gold in real time. It’s worth noting that the 2008 Summer Games were held in the medieval period before the dawn of the iPad, which was introduced in April 2010. Moreover, smartphone penetration was a paltry 15 percent four years ago; with the rise of Google’s Android, that number has soared to 47 percent as of Q2 2012. To date, Wurtzel estimates that roughly 60 percent of the London online video streams were accessed via a laptop or personal computer, while the remainder was served to tablets and smartphones. NBC’s Olympics apps for the Apple and Android platforms have been downloaded 6 million times since the start of the Summer Games. The digital download was provided shortly after Nielsen released the overnight TV ratings for Wednesday prime time. In the 56 metered markets, NBC on Aug. 1 notched a 20.1 rating/33 share, up from a 19.6/32 overnight in the comparable Beijing period. This marks the sixth straight night NBC has outperformed the 2008 Summer Olympics, a streak that continues to surprise even network higher-ups.

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NBC: Twitter Beefs No Match for the ‘Silent Majority’

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