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Reuters - NBC-owned Hispanic broadcast network Telemundo's Summer Olympics coverage drew 12 million unique persons during the first 10 days of the Games, surpassing by 12 percent the audience for its entire coverage of the 2004 Athens Games.

NBC-owned Hispanic broadcast network Telemundo's Summer Olympics coverage drew 12 million unique persons during the first 10 days of the Games, surpassing by 12 percent the audience for its entire coverage of the 2004 Athens Games.

This is the second Olympics broadcast for Telemundo, and the network is offering 380 hours of exclusive coverage through its standard daily broadcast schedule. It's also is offering round-the-clock broadband coverage via its Web site OlimpiadasTelemundo.com.

The coverage includes Olympic events narrated in Spanish, as well as a series of special programs focusing on participating Latin American countries, Hispanic athletes and stories surrounding the Games.

Telemundo's primetime coverage through Sunday (August 17)averaged 299,000 households and 451,000 persons per night. The network also has averaged 274,000 persons in the 18-49 demographic in primetime.

Those numbers are up more than 20 percent over its usual non-Olympics audience.

Reuters/Hollywood Reporter