By Michael Hiestand, USA TODAY
NBC's streak is intact: Its London Olympic TV prime-time coverage continues to draw record overnight ratings for a Summer Games staged outside the U.S.
But Sunday, NBC barely set a record. Its prime-time overnight rating was 21.7 - translating to 21.7% of households in the 56 urban markets measured for overnights - which was up just 2% from comparable coverage of the 2008 Beijing Games that included live swimming. Sunday's 21.7 was up 19% from comparable coverage at the 2004 Athens Games.
Digitally, NBC continues to see big traffic gains over 2008, which is understandable because it now carries live all 32 Summer Olympic sports, up from 25 in 2008, and is making streams available to mobile devices and tablets.
Sunday, nbcolympics.com drew 11 million streams, with 5.7 million for live action and 5.3 million for archived content. That's up from 3.4 million total streams, including 1.3 million live streams, from the comparable day of the 2008 Beijing Games.
Milwaukee drew the highest local TV rating, 28.8, for NBC's Sunday prime-time broadcast, followed by Salt Lake at 26.5 and Kansas City at 25.3.
Olympic action generally draws more interest in the West than in the Midwest and East. By time zone, NBC's Sunday prime-time coverage drew the highest ratings in the Mountain time zone, followed by the Pacific, Central and Eastern.
TiVo is tracking viewers' most-replayed moments. Sunday's top re-watched action: American gymnast Aly Raisman finishing the uneven bars event, and her parents' emotional reaction from the stands.