Audience Analysis: NBC's U.S Swim Trials See Sharp Viewership Drop For Primetime Windows

NBC saw a sharp drop for its primetime coverage of the U.S. Olympic Swim Trials this year after a record-setting Trials in '12. The net during seven primetime windows from June 26-July 3 (Sunday-Sunday) averaged 4.9 million viewers, down 26% from 6.69 million viewers in ’12, when the net aired eight primetime windows (beginning on a Monday). This year’s slate had no Saturday night window, as NBC aired the NASCAR Sprint Cup Series race from Daytona. NBC also may have suffered from more coverage in proximity to July 4 weekend this year. Each window saw a drop compared to ’12. The most-viewed primetime portion in ’16 was June 28 (Tuesday), when NBC averaged 5.89 million viewers for coverage that included the finals for the men’s 200m free and 100m backstroke, as well as the women’s 100m breaststroke and 100m backstroke. The next-to-last night at the ’12 event was the most-viewed window in ’12, averaging 7.89 million viewers on a Sunday night. Most windows during both years were 60 minutes.

U.S. OLYMPIC SWIM TRIALS: PRIMETIME WINDOWS ON NBC '16 NIGHT VIEWERS (000) '12 NIGHT VIEWERS (000) Sun. 4,467 Mon. 6,928 Mon. 5,170 Tues. 6,962 Tues. 5,885 Wed. 7,091 Wed. 5,769 Thurs. 6,198 Thurs. 5,297 Fri. 6,009 Fri. 4,704 Sat. 5,363 Sun.* 3,980 Sun. 7,886 Mon.** 7,407

CHART NOTES: * = Swim coverage mixed with Track & Field coverage during a 2-hour window. ** = Only a 30-minute window.

DEUCE IS WILD: ESPN2’s top studio shows had record audiences in June that helped contribute to gains during the first half of the year. “Mike & Mike,” “First Take” and “His & Hers” each had record-setting viewership levels in June. “Mike & Mike” also averaged 268,000 viewers during the January-June period, up 18%. “First Take” during the same period averaged 411,000 viewers, up 7%. In the weekday 12:00-1:00pm window, “His & Hers” during the first half of the year averaged 303,000 viewers, up 3%.

The chart below lists final audience figures for select recent sports telecasts. Several figures for NBC and ABC were unavailable at presstime.