Alan Wurtzel, President of Research and Media Development at NBC Universal, shares the 3 surprises of the London Olympics.

#1 – Primetime London beats Beijing 12 out of 13 nights, averaging 32.6 million viewers so far

#2 – People who knew the results were more likely to watch prime time

#3 – Digital use breaks records: more than 45 million live streams so far vs. 14 million for all of Beijing

Impressive.