(August 25, 2008)--NBC says the Beijing Olympics proved so captivating that three-quarters of viewers surveyed say they stayed up later than normal to watch.
NBC Universal says the thousands of hours of coverage provided on all its outlets surpassed the 1996 Atlanta Olympics as the most watched event in U.S. television history.
The successful quest for eight gold medals by American swimmer Michael Phelps was a dream for NBC.
An estimated 39.9 million people tuned in to watch Phelps break Mark Spitz's record of seven Olympic gold medals back in the 1972 Summer Games.
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