MICHAEL Phelps may be bringing home the gold for swimming, but it’s NBC that’s bringing home the gold for ratings.

Coverage on Saturday for the Olympic games, which aired on NBC, MSNBC, CNBC, Telemundo and other TV stations, reached 92 million viewers, trouncing first-Saturday viewership from four years ago, which only reached 78 million.

MORE: Complete Olympic Coverage

What was expected to have a modest audience – with most people watching the opening ceremonies and then tuning out – has turned into what advertisers are calling “Beijing boom.”

Surprisingly, the audience is a fairly young one, too. Nearly a third of the viewers were under age 34, ratings showed.