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Athletes take photographs and no doubt send tweets as they enter the arena during the closing ceremony for the 2012 Olympics in London on Sunday. Though NBC privately had expected a smaller audience than for the Beijing Olympics of 2008, the network’s prime-time audience averaged 31.1 million people a night through Saturday, up 12 percent from Beijing. Analysts found that sharing the experience through social media increased people’s interest in viewing the events. (Associated Press)

Athletes take photographs and no doubt send tweets as they enter the arena during the closing ceremony for the 2012 Olympics in London on Sunday. Though NBC privately had expected a smaller audience than for the Beijing Olympics of 2008, the network’s prime-time audience averaged 31.1 million people a night through Saturday, up 12 percent from Beijing. Analysts found that sharing the experience through social media increased people’s interest in viewing the events. (Associated Press)

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