NBC’s Tricky Math Of Counting Viewers

Each day of the Winter Olympics, NBC reports how many viewers watched the previous night’s coverage, and analysts and television executives attempt to divine what those numbers mean. But NBC isn’t touting traditional Nielsen ratings. Instead, for primetime viewing, the network primarily cites a recently created standard of its own making called total audience delivery, or TAD. It takes the ratings from the broadcast network and cable channels like NBCSN that are showing the Olympics and combines them with viewership across various streaming platforms to produce one number.