THR's Paul J. Gough and James Hibberd write about the ratings for the Olympics as this non-Phelps week begins. They also write that Olympics programming on the NBCU cable networks is performing better than the 2004 Athens games.

NBC has seen strong gains for its Olympic-related programming on its cable channels...MSNBC is averaging 650,000 viewers (up 22%) and CNBC 606,000 (up 165%).