NBC’s big Olympics bet looks smarter as Milan audience up 94% from Beijing

Many wondered four years ago if NBC’s 2014 decision to secure U.S. media rights to the Olympics through 2032 for $7.75 billion was a bad business deal. With NBC having its most-watched Winter Games in 12 years, those concerns appear to have quieted. According to Nielsen and Adobe Analytics, NBC averaged 24 million viewers across its prime afternoon coverage (2-5 p.m. EST) and Primetime in Milan (8-11 p.m. EST and PST) through Friday.

By JOE REEDY