• by Wayne Friedman , August 12, 2016

NBCUniversal says its cable networks and digital platforms have lifted its Olympic viewership by an average of 9% for the first five days of coverage from its NBC network ratings. But overall results are down from the London 2012 Games.

Total average viewers for digital, cable, and broadcast platforms have been averaging 30.3 million for the first nights of competition -- Saturday through Wednesday. During this period, NBC network alone has been averaging 27.8 million Nielsen-measured viewers.

This total broadcast, cable, and digital viewing number comes from NBC’s new Total Audience Delivery (TAD) measure, which Alan Wurtzel, president of research and media development for NBCUniversal, says “harmonizes” all viewership under average minute ratings.

By way of comparison, the current period’s Total Audience Delivery measure is down 9% from the 33.2 million viewers under in London 2012.

But NBC points out there was no simultaneous live stream and no competing Olympic coverage on cable channels in the London games -- both of which are occurring in the Rio games.

Other viewing measures for the NBC Television Network, its main Olympic platform: An average 15.6 household rating and a 8.3 rating among 18-49 viewers.

Looking at Olympics coverage for its NBC cable networks: CNBC from 5 p.m. to 8 p.m. daily -- featuring rugby, beach volleyball, fencing, and table tennis -- has averaged 734,000 viewers, up 63% from four years ago.

MSNBC had 487,000 viewers for water polo, beach volleyball, shooting, fencing and soccer from 12 noon-5 p.m. USA Network is at 521,000 viewers from 9 a.m.-5 p.m. for beach volleyball, fencing, rugby, and basketball.