All Things D | paidContent
The cognitive dissonance of the Olympics — our conflicting desires to know immediately who won vs. the desire to sit together at night and watch the competitions — doesn’t seem to be hurting NBC. Not only are TV ratings well above the 2008 Olympics, but it turns out that people are watching the Games at night even when they know what happened.
On Sunday, 43 percent of Americans said they had heard about some of the Games’ results over the Web before they saw them on TV. But NBC argues that this turns out to be just fine: 67 percent of people who knew about the results said they would watch, anyway — more than people who hadn’t heard about the Games.
On Saturday night, people who had watched livestreamed events that day were twice as likely to watch parts of the same events on the prime-time tape delay.