Olympics stay hot on Sunday

Beijing Games continues to dominate

No Phelps, no problem for NBC on Sunday night, as the Summer Olympics again put up some impressive numbers in primetime — more than doubling the primetime demo deliveries of ABC, CBS and Fox.

According to preliminary nationals from Nielsen, NBC’s 7:30-11 p.m. coverage of the Beijing Games averaged roughly an 8.8 rating/25 share in adults 18-49 and 26.2 million viewers overall. Though down from its ratings for the previous Sunday (11.2/31 in 18-49, 32.3 million viewers overall), Sunday’s results are expected to be up a bit vs. the same night in Athens four years ago.

Sunday was the first night of these Olympics in which Michael Phelps wasn’t a focal point of NBC’s primetime coverage. Viewership for the U.S. swimmer’s record-setting eighth gold medal on Saturday night peaked at a whopping 40 million viewers — a high point for the Beijing games.

The strongest counter to the Olympics on Sunday was CBS reality series “Big Brother” (2.3/7 in 18-49, 6.4 million viewers overall), which was up vs. the previous week.

Fox did OK with repeats of “The Simpsons” (1.7/5 in 18-49, 3.6 million viewers overall) and “Family Guy” (1.7/5 in 18-49, 3.6 million viewers overall), and ABC was led by a repeat two-hour edition of “Extreme Makeover: Home Edition” (1.5/4 in 18-49, 4.7 million viewers overall).

Preliminary 18-49 averages for the night: NBC (7:30-11 p.m.), 8.8/25; CBS, 1.5/4; ABC, 1.3/4; Fox, 1.2/3; CW, 0.3/1.

In total viewers: NBC, 26.2 million; CBS, 5.5 million; ABC, 4.1 million; Fox, 2.7 million; CW, 0.7 million.

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