双语新闻：里约奥运收视率下挫 传统电视媒体“拼凑”收视率
青岛希尼尔翻译咨询有限公司（www.sinosenior.com）整理发布 2016-08-12
青岛希尼尔翻译公司（www.sinosenior.com）2016年8月12日了解到：NEW
YORK — NBC said its Olympic audience reached parity with the London
Games for the first time on the third night of competition. But there’s
an asterisk involved in the claim.
纽约报道——美国全国广播公司称，在里约奥运会的第三个比赛日，其电视观众终于赶上了伦敦奥运会的收视率。但是报道中是带有水分的。
The network said that its "total audience delivery’’ was 31.5 million
for the Olympics on Monday night in prime time, compared to the
virtually identical 31.6 million who watched on the corresponding night
in London in 2012.
该公司称其“总观众数”终于在周一晚上的黄金时间达到了3150万，而2012年伦敦奥运会同时期的观众为3160万。
The "total audience delivery’’ figure is a statistic NBC hurriedly
invented when it saw sharp declines in its traditional ratings for the
first couple of nights of the Rio de Janeiro Games. The Nielsen company
said the television audience on NBC on Monday was 28.9 million — strong,
but short of London levels.
美国全国广播公司发现里约奥运会前两晚的收视率照比从前大幅下降，所以连忙发明了“总观众数”这个统计数据。数据统计公司尼尔森称，美国全国广播公司周一的电视观众人数为2890万——很多，但还是没有伦敦奥运会多。
But NBC is adding the viewership for prime-time telecasts on cable’s
NBCSN (1.6 million) and Bravo (720,000) and people who streamed video
online (about 300,000) to boost the number to 31.5 million — its "total
audience delivery.’’
但是全国广播公司把黄金时间段的有线“体育网”（160万）、Bravo频道（72万）和看在线直播的观众都算在内了，这才有了3150万人的“总观众数”。
NBC says the comparison is valid because even though the cable viewers
weren’t watching the same thing as people tuned in to NBC, they were
still watching the Olympics. There’s no comparable number from 2012,
because the company didn’t allow its cable affiliates and website to
compete with the prime-time NBC telecast four years ago.
全国广播公司称，对比是确确实实的——尽管有线电视用户不会看该公司的同一个节目，但他们还是在看奥运会。没有2012年的对比数据，因为该公司四年前不允许有线分支和网络分支在黄金时间和直播节目进行竞争。
"One of the indicators of changing viewer habits, especially with these
Olympics, is that our digital consumption has more than tripled from
London in each of the first three days of full competition,’’ NBC Sports
Group chairman Mark Lazarus said. "We’ve also been pleasantly surprised
that our multi-platform strategy is paying big dividends.’’
“改变观众——特别是奥运会观众的一个因素是，我们的数字消费是伦敦奥运会前三个比赛日投入的三倍。”全国广播公司体育部主任马克·拉扎鲁斯说，“我们也很高兴而惊喜地看到，我们的多平台策略有了很大的回报。”
The new calculation is about more than bragging rights. NBC will use
"total audience delivery’’ to convince advertisers that they’re reaching
more viewers than the traditional Nielsen figures indicate.
不过新算法也有自卖自夸的成分在。全国广播公司将用“总观众数”来说服广告商们——他们的观众比传统的尼尔森公司统计出来的更多。
来源:VOA新闻
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