UPDATE, 1:30 PM: The final national ratings numbers for last night’s XXX Summer Olympics (17.5/29) on NBC are in and, like Usain Bolt on the track, London has once again surged ahead of the last summer games in Beijing. Sunday’s viewership of NBC’s 7:30 – 11:29 PM coverage was up 15% over the second Sunday of the 2008 Beijing Olympics. That’s the ninth time in the 10 nights of the 2012 Games so far that London has beaten Beijing. Saturday’s coverage from London was down to 28 million on August 4, compared to Beijing’s 31.6 million on the comparable night in 2008. The Games last night, which included a portion of a special profile of Michael Phelps that had started at 7 PM, pulled in 31.3 million viewers. That’s up from Beijing’s 27.2 million on the second Sunday and up 20% from the 26 million who watched the second Sunday of the 2004 Athens Games. As earlier fast nationals indicated, the second Sunday of the London Games was down from the first Sunday which had total viewership of 35.44 million. The 10 day average of 33.6 million primetime viewers and 18.8 household rating has given London the distinction of being the most watched and highest rated non-U.S. Summer Olympics since Montreal, Canada hosted the Games in 1976. Domestically, the highest rated time zone watching the Games, including the June 27 Opening Ceremony, has been Mountain Time. Then it’s the Pacific, Central and finally Eastern.
PREVIOUS, 9 AM: Usain Bolt ran his second fastest time ever and set an Olympic record in the 100-meter dash in Sunday’s XXX Summer Games (10.5/27). In fast nationals, last night’s 8 – 11 PM broadcast was down 9% from last Sunday but up 14% from the same second Sunday at the 2008 Beijing Olympics. NBC kicked off its primetime coverage with a special Michael Phelps: America’s Golden Champion (5.9/20) with Bob Costas interviewing the most decorated Olympian the day after his final race in the Games. Over 20 million people watched the Phelps special. With big ticket events like Bolt’s run and Gymnastics, where Romania’s Sandra Izbasa taking the Gold from favorite McKayla Maroney, NBC won the night among Adults 18-49 and in total viewers with 29.22 million watching. The network has been getting a lot of viewers online as well. As of today, NBC has had over 1,1 billion page views of its Olympic coverage on NBCOlympics.com and the various apps showing events. Just over halfway through the London Games that’s almost as many views as there were for the entire 2008 Beijing Olympics, which received 1.2 billion page views. Over in the UK, Bolt’s gold medal winning Men’s 100 final drew a London Olympics high peak audience of 20 million on BBC One and BBC 3. There were a lot of repeats on the rest of American television on Sunday but a few new broadcasts dared to face the Olympic competition. CBS had a new Big Brother (2.1/6) at 8 PM, which was up 11% from last week. At the same time ABC aired a new Secret Millionaire (0.8/2). The reality show was down 47% from its last broadcast three weeks ago. Last night’s Secret Millionaire was a series low for the show. Extreme Makeover; Weight Loss Edition (0.7/2) followed. It was also down. Last night’s Makeover fell 50% from its last broadcast cast on July 15, hitting a series low. Otherwise it was all encores on the networks last night. CBS had a repeat 60 Minutes (1.0/3) at 7 PM, and repeats of Hawaii Five-O (0.5/1) and The Mentalist (0.6/2) after the new Big Brother. ABC aired an encore America’s Funniest Home Videos (0.9/3) at 7 PM. Fox showed American Dad (0.6/2), The Cleveland Show (0.8/2), The Simpsons at 8 PM (1.3/4) and 8:30 PM (1.5/4), followed by Family Guy at 9 PM (1.5/4) and 9:30 PM 1.6/4).
Deadline's Dominic Patten - tip him here.