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Enthusiasm for the Games was also exceptionally high in the US, where over 190 million Americans watched Olympic coverage on NBC Universal, making Vancouver 2010 the second most-watched Winter Games ever, surpassing Salt Lake City 2002 and ranking only behind the 1994 Lillehammer Games.The success of the American team helped drive ratings, with 29.4 million viewers - the highest sportsaudience of the Games - tuning in to watch Shaun White, Lindsey Vonn and Shani Davis all claim goldon a memorable day for the USA. The primetime coverage even managed to end American Idol's six-year unbeaten streak at the top of the country's TV ratings, attracting 12 million more viewers when the two shows went head-to-head. NBC's website also attracted a record number of visitors, with 46 million unique users logging on toNBCOlympics.com during the Games - an increase of almost 33 million users compared with the TurinGames in 2006. In total, the site attracted 710 million page views - more than double the total duringthe 2006 Winter Games - and served more than 45 million video streams, an increase of almost 37million compared with Turin four years ago. NBC's mobile platform also attracted a record number ofusers, serving 87.1 million page views - 52 million more than during Beijing 2008 - and providing twomillion mobile video streams, which equates to a six-fold increase on the Beijing Games.EuropeExcitement for Vancouver 2010 was evident across Europe, with high viewer figures across thecontinent and many broadcasters attracting audience shares in excess of 50%, even during primetime. In Austria, alpine skiing proved to be the most popular sport, attracting the three highest Olympicaudiences of the Games. Austrian viewers were particularly interested in the downhill events, with 1.3 million viewers tuning in to both the men's event and the women's event, where Elisabeth Goerglclaimed a bronze medal.German viewers, meanwhile, were captivated by the biathlon coverage, which attracted the country'sthree highest Olympic audiences during the Games. The viewing figures peaked at 10 million for thewomen's 4x6km relay - in which Germany won the bronze medal - accounting for almost 30% oftelevision viewers at that time. The Olympic coverage proved even more popular with German viewersthan the coverage of Bayern Munich's Champions League clash with Fiorentina, with the women'sdownhill attracting almost 40% more viewers than the football match.Chapter Three / BROADCASTING35

The success of Norway's Petter Northug helped drive audience figures in the cross-country skier'shomeland, with live coverage of his victory in the men's 50km (mass start) attracting more than twomillion viewers - approximately half of the Norwegian population, and 84.9% of all those watching TV in the country at that time.Cross-country skiing also proved popular in neighbouring Sweden, where the men's 50km (mass start)also attracted the highest audience of the Games, with over a quarter of the population -approximate 2.5 million people - tuning into the final hour of the race. Coverage of the men's 4x10kmrelay attracted similar viewing figures, with 2.4 million people watching the Swedish team claim gold - approximately 58.4% of those watching TV at that time.In Russia - where the next edition of the Winter Games will be held - the men's ice hockey clashbetween the Czech Republic and the Russian team achieved the highest rated sports audience of theGames. Despite the live coverage being shown at nearly 1am local time, the final period of the matchattracted 10.9 million viewers, which equated to over 45% of people watching TV at that time.High audience shares were also reported in the Netherlands, where the country's success in speedskating helped drive viewing figures. The highest rating was achieved during coverage of the men's10,000m, with 5.2 million viewers - over a third of the population - tuning in to watch Sven Kramercross the line first, only to be disqualified for a lane violation.France TV also enjoyed a ratings boost thanks to Vancouver 2010, with average audiences up 35.9% on typical primetime viewing figures and primetime audience share increasing by 6% during the Games.Despite only winning one medal at Vancouver 2010, TV coverage in the UK reached 71.3% of thepopulation, with 40.5 million people tuning to some part of the Games coverage. BBC's dedicatedVancouver 2010 website was visited 11 million times and received over 61 million page views. Therewere also 8.5 million video views, of which 3.5 million were live steams. Mobile coverage in the UKregistered 2.2 million page views during the Games, with the most popular feature being AmyWilliams' gold medal success in the skeleton, which attracted 115,000 views alone.36Chapter Three / BROADCASTING