NBC-Olympics: Broadband, Mobile Use Growing; TV VOD Barely A Blip

With the first week of the 2008 Olympics in the history books, we’re getting a better picture of NBCOlympics.com.

Some of the stats through August 15:

— 31.2 million video streams delivered totaling 4.7 million hours.

— 31 million unique visitors; 6.5 million daily uniques.

— Users spend approximately 13 minutes per visit.

— The site is still showing sequential growth, with Aug. 15 up 21 percent in page views, 8 percent in uniques and 57 percent in video streams over Aug. 14. That very well could shift, though, with swimming aka The Michael Phelps Story coming to an end Saturday night.

— Meanwhile, eight days in, NBC says it has reached 185 million viewers, more than the total for Torino, Nagano or Albertville.

NBC is emphasizing total exposure through total audience measurement. The TAMi numbers show an average TV audience of 90-plus percent. We have no way of knowing what the video numbers or other traffic would be for NBCOlympics.com if the network had decided to go live in real-time with Opening Ceremonies, the 100m and numerous events caught in its temporal twilight zone. Personally, I lean towards stronger broadband results and virtually the same percent prime-time audience — growing the pie, not taking bites out of it. Then again, the NBC-provided chart after the jump shows TV losing a bit of its edge as online and mobile hit peaks: 91 percent to 8.4 and 0.6 percent respectively.

I asked NBC about its decision not to go for big broadband numbers. The official response: “Our multiplatform strategy drives viewers to share in the Olympic experience on network television in record numbers. As a result of this unprecedented digital effort, consumers have a destination to watch thousands of hours of video and relive the great moments of these Olympics.” In other words, when it comes to primetime events, think of NBCOlympics.com as a time-delayed DVR.

TV VOD barely a blip: Meanwhile, TV VOD is barely a blip on any radar screen — far behind even mobile VOD. Why? I spent an hour last night going through the options on Charter (NSDQ: CHTR) through its Moxi HD box. It should be the best VOD experience; instead it could medal in confusing. It’s also loaded with snippets and highlights with very few options for full “encores.” I never did find the women’s gymnastics all-around performances I fell asleep during Thursday night; the online versions are findable but why should you have to go that route when you have full-screen HD VOD? I can only see Charter — how is your Olympic TV VOD experience?

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