It has long been known that TV shows with higher audiences can command a higher advertising price. Which is why it could be perceived as disappointing that the Sochi games drew fewer viewers than Vancouver did.
Ceremony audience drops from Vancouver
What factors could affect television audiences from Sochi to Vancouver in the first place?
In the first instance, viewer data is collected from many homes, designed to reflect the entire US population.
TV Ratings Measurement—Nielsen
Is this a fair way to make a judgement of viewer data?
What are some flaws in this method of data collection and how can it be made better?
Is it justified for one company to have so much access to people's viewing habits? Why or why not?