According to Nielsen Media Research, 4.7 billion viewers worldwide tuned into some of the television coverage, one-fifth larger than the 3.9 billion who watched the 2004 Olympic Games in Athens. American broadcaster NBC produced only 2 hours of online streaming video for the 2006 Winter Games but produced approximately 2,200 hours of coverage for the 2008 Summer Games. CNN reported that, for the first time, "live online video rights in some markets for the Olympics have been separately negotiated, not part of the overall 'broadcast rights.'" The new media of the digital economy was said to be growing "nine times faster than the rest of the advertising market."