Seb Coe: anti-social viewing times won’t hurt Nine’s Olympics ratings, ‘lack of cultural distraction’ is why Australia is good at sport

Coe: expecting good ratings for Nine

Seb Coe, the man behind London’s successful bid for the 2012 Olympics, has said that anti-social viewing times should not hurt TV ratings in Australia for broadcasters Nine and Foxtel when the Games get under way in less than three weeks.

The Olympic Gold-winning runner and the chairman of the London 2012 Games said Australian broadcasters could expect ratings to match those for the Beijing Games four years ago – because of Australia’s obsession with sport.

A key difference this year will the “social Games” effect, with audiences boosted by content sharing in social media, Coe suggested.

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