Cards, Olympics cannibalize each others' TV ratings

2012-08-10T08:00:00Z 2012-09-18T10:39:27Z Cards, Olympics cannibalize each others' TV ratingsBY DAN CAESAR stltoday.com
August 10, 2012 8:00 am  • 

Is the glass half full or half empty? It all depends on your point of view, and much could be said about how the Cardinals and Olympics have done locally in television ratings. The bottom line: The Redbirds have hurt Olympics ratings in St. Louis, and the Olympics have dampened Cards viewership numbers.

NBC's Olympics coverage began July 27, and the first four days of the Games had no prime-time competition from the Cards. The Olympics (on KSDK, Channel 5) those evenings was seen in an average of 22 percent of local homes with a TV, The Nielsen Co. reports. St. Louis finished in the top 15 of the nation's major markets on three of the four nights.

The Cards then played the next nine nights and the Olympics' prime-time rating for those dropped to 19.7 and St. Louis had only one top 15 finish, with an average finish of 25th place. The Redbirds, meanwhile, drew an average rating of 7.7 for those nine nights, about 12 percent lower than the 8.7 rating they had been averaging in prime time before the Olympics. Eight of those nine telecasts were on Fox Sports Midwest, the other on ESPN.

In the big picture, NBC has soared in viewership numbers. Through the first 13 days the prime-time rating has been the best for a Summer Games held outside the United States in 36 years. An average of 32.6 million U.S. viewers have tuned in each night.

OLYMPICS AND CARDINALS IN PRIME TIME BY THE NUMBERS

DATE OLYMPICS OLYMPICS STL CARDINALS IN

NATIONAL STL RANK PRIME TIME

July 27 21.0 21.9 35 —

July 28 15.8 18.9 12 —

July 29 19.8 25.3 13 —

July 30 18.0 21.9 15 —

July 31 21.8 23.9 26 7.0

Aug. 1 17.9 20.4 20 6.0

Aug. 2 21.1 25.5 8 6.1

Friday 16.2 17.9 24(t) 6.0

Saturday 15.9 17.4 23 7.6

Sunday 17.5 17.7 35(t) 9.9

Monday 15.8 16.5 32(t) 8.2

Tuesday 17.6 20.1 19(t) 8.7

Wednes. 16.8 17.8 35 5.0

Notes • The STL RANK is where St. Louis (KSDK, Channel 5) finished among the nations's 56 major markets in which ratings are tabulated electronically;.

• Each ratings point represents 1 percent of homes with a TV.

Source • The Nielsen Co.

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