They would be higher if I were hosting
j/k.
I think the London timezone is good for ratings. During the day people at home and all the offices/business have the tvs on all day. Then at night people who missed it will watch or people who want to watch in a nice packaged format with interviews and stuff.
Sochi is 3 hours ahead of London, they might be a problem.
Beijing was the worst because when Primetime came on, there were already live morning events but mostly those nobody wants to see (qualifying). All the main events were at 5am
and from 5am back to primetime again, people aren't going to wait.
And also we live in a pre-dominantly British culture in Canada so they'll tune in to see their culture at the opening ceremonies.