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NBC’s 17 nights of prime-time Winter Olympics coverage will not be strong enough to propel the network to win the February sweeps in the key adults 18-49 demographic.
Through the first three weeks of sweeps, ABC was leading the race with a 5.6, compared to NBC’s 5.0 and Fox’s 4.9. CBS, which, unlike ABC and Fox, chose to not air primarily first-run programming during the sweeps, was averaging a 3.5.
Partially to blame is the competition NBC faced.
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