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Call it the time-shifted, made-for-tablets Winter Olympics. When Americans took in the jumps, spills and crashes from Sochi in February, they made Olympic history of their own. Viewing on mobile apps shot up a staggering 387 percent versus the Vancouver Games four years prior, according to internal NBCUniversal data, while on-demand TV viewing more than tripled.
And yet, frustratingly for NBCUniversal, which carried the Olympics, that meteoric growth in the mobile audience wasn’t reflected in the TV ratings against which all guarantees are made.