Olympics 2012 rating gold for Prime

The Olympics proved to be ratings gold for Prime TV, with an

extraordinary 83% of New Zealanders over the age of five tuning

into the free-to-air channel’s coverage of the 2012 London


That equates to 3,382,000 Kiwis glued to their screens throughout

the 17-day sporting spectacle.

"In total, Prime aired 374 hours of Olympics coverage throughout

the Games - 70% more than TV One’s 218 hours for the 2008

Beijing Olympics," says John Fellet, chief executive of SKY TV,

which owns Prime.

The highest one-off ratings came during our "golden hour" on

Friday, 3 August, when rowing pair Hamish Bond and Eric Murray and

single sculler Mahe Drysdale won their events.

"At 10.45pm on that Friday night, 534,300 viewers aged 5+ stopped

whatever else they were doing to watch our athletes get gold," says


During the Olympics, Prime’s average audience overall was 4.5

times higher than in the four week period prior to the Games.

Prime News increased its audience by 60% (while both ONE News and 3

News suffered audience and share losses) and The Crowd Goes Wild

attracted record viewers during the Games, averaging a 360%


Fellet says SKY is also thrilled that its SportConnect athletes did

so well in London. SKY works with former gold medallist Hamish

Carter and his wife Marisa to run the SportConnect programme which

links major SKY advertisers with athletes of their choice. SKY

donates $20,000 a year per athlete to help them pursue their

sporting careers. "In particular, Lisa Carrington’s gold in

the K1 200 had SKY staff, Hamish and Marisa leaping for joy."

Fellet says SportConnect funding will be even more important now,

given the limited government funding available to athletes.

"If we want New Zealand to equal or better our record 13 medal haul

in four years’ time in Rio, we need to support our

up-and-coming athletes via programmes like SportConnect." Ends -