NEW YORK (AP) — Slightly more than half of the people who watched the Sochi Olympics on NBC also used a computer, tablet or smartphone to get information about the games while the TV was on.
The network said Wednesday that this year’s games proved how the second-screen experience is taking hold for television audiences. And NBC learned that the more coverage, the better: People who watched live coverage of the Olympics on a cable network were 43 percent more likely to watch NBC’s prime-time show, too.
Although viewers of all ages used smartphones or tablets, it was much more pronounced among young people.
NBC’s researchers also said that, relatively speaking, social media wasn’t as big a factor for the Olympics as they thought it would be.