MUMBAI: US broadcaster NBC has announced that through seven days of its coverage of the on-going 2012 London Olympic Games, overall viewership is up double digits among teens and teenage girls.

Overall viewership for teen girls, 12-17, is up 54 per cent versus 2008 (8.3 rating vs. 5.4 rating) and overall viewership for teens 12-17 is up 29 per cent versus 2008 (7.2 rating vs. 5.6 rating).

Teen viewership of the London Games is more than six times higher than traditional broadcast viewing habits, and teen girl ratings for NBC‘s coverage of the London Olympics is 89 per cent higher than the No. 1 rated prime-time show on broadcast television in the same demographic (Glee/Fox), according to an official statement from NBC.

Teen girl ratings for the London Olympics are also more than double the rating of the number one prime-time shows on remaining competing broadcast networks.

The NBC data provides more viewership details. More than three times as many female teens watched the London Olympics in prime-time than purchased a movie ticket to The Twilight Saga: Eclipse.

Around 171 per cent more teens watched NBC‘s coverage of the London Olympics than shopped at Abercrombie and Fitch in the last three months, NBC stated.

In addition to an increase in broadcast viewing habits, young people are also engaging with NBC Olympics digital content.

Through the first seven days of the London Olympics, NBC is averaging 1.7 million teen viewers, the most for any non-US Summer Olympics since the 1992 Barcelona Olympics. Through the same time period, 174.9 million Americans have watched the Olympics on the networks of NBCUniversal, ahead of Beijing‘s 174.1 at the same point through the Games.