NEW YORK (AP) — NBC's researchers are finding that people who know the results of London Olympics events before they are shown on tape delay are more — not less — likely to watch them.

The preliminary research unveiled Thursday undercuts an assumption that has guided production of Olympic broadcasts from locales outside of U.S. time zones for decades. NBC has been criticized for not televising live some of the London Games' marquee events like swimming and gymnastics so they can be aired later in prime time.

Two-thirds of people questioned in a survey Sunday said they watch the prime-time Olympics telecast even if they know the results ahead of time. People who watched the events live earlier in the day via computer screen watched the tape-delayed broadcast 50 percent longer than those who hadn't, said Alan Wurtzel, NBC's chief researcher.

NBC has been getting far better ratings for the London Games than it ever expected, outpacing the 2008 Games in Beijing. A month ago, NBC had predicted it would lose some $200 million on the games, but network executives said Wednesday the company would break even. NBC Sports Chairman Mark Lazarus said Thursday the company could even make money if the good ratings continued.

The network is airing all of the competition live via video stream. But the network's decision to hold back big events because no live competition takes place during U.S. prime time has led to widespread complaints on social media. The longtime theory was that fewer people would watch in prime time if they could see them live earlier.

Lazarus held back when asked whether this would mean tape delay will become a thing of the past after the London Games.

"We will continue to innovate our coverage," he said on a conference call Thursday. "I won't make a proclamation here about what we are going to do, but be sure we are analyzing everything."

The company Usamp questioned 1,000 adults who said they had watched Olympics competition. The survey found that 43 percent of the people who watched the prime-time telecasts said they knew the results before tuning in.

Wurtzel said that the Olympics are encouraging consumers to try new things. Some 75 percent of people who said they had tried streaming Olympics coverage on tablets said they had never streamed video before on the devices.

Olympics viewership was up 28 percent among teenagers over Beijing, even more sharply among teenage girls.

"Why is this important? Wurtzel said. "Because we're cultivating the next Olympics generation."

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    The five Olympic rings rise above a scene depicting the era of the Industrial Revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    An artist performs during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

  • Opening Ceremony

    An artist performs as huge chimneys emerge from the ground to symbolise the industrial revolution during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic stadium in London.

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    Performers depict a view of the English countryside during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    A general view of the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    Artists perform during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

  • Opening Ceremony

    Artists perform during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

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    A drummer performs during the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

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    Artistic Director of the Opening Ceremony Danny Boyle speaks whilst standing next to the Olympic Bell during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    Chimneys erupt from the centre of the field during The Age of Industry scene in the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

  • Opening Ceremony

    An artist performs as a chimney emerges from the ground to symbolise the industrial revolution during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

  • Opening Ceremony

    An actor climbs a giant chimney during The Age of Industry scene in the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

  • Opening Ceremony

    A performer climbs along a chimney emerging from the ground to symbolise the industrial revolution during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic stadium in London.

  • Opening Ceremony

    Artists perform during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

  • Opening Ceremony

    Huge chimneys emerge from the ground to symbolise the industrial revolution during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic stadium in London.

  • Opening Ceremony

    Drummers drum during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Performers depict a view from the change of the English countryside to the Industrial Revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    Artists perform around chimneys during The Age of Industry scene in the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

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    Freshly 'forged' Olympic Rings fly above the chimneys during The Age of Industry scene in the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

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    The Olympic rings are assembled above the stadium in a scene depicting the Industrial Revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Rings representing both the Olympics and the Industrial Revolution are lit during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    A general view of the the set depicting the English countryside during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    The Olympic rings are assembled above the stadium in a scene depicting the Industrial Revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Actors perform in the scene The Age of Industry during the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

  • Opening Ceremony

    Rings representing both the Olympics and the Industrial Revolution are lit during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Artists perform as the Olympic rings are pictured above the stadium during the opening ceremony of the London 2012 Olympic Games on July 27, 2012 at the Olympic Stadium in London.

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    Rings representing both the Olympics and the Industrial Revolution are lit during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    An actor dressed to resemble Britain's Queen Elizabeth II parachutes into the stadium during the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

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    Actors perform during the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

  • Opening Ceremony

    Actors perform during the opening ceremony of the London 2012 Olympic Games at the Olympic Stadium in London on July 27, 2012.

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  • Opening Ceremony

    Performers depict the industrial revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Performers depict a view of the English countryside during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Drummers perform during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    Performers depict a view of the Industrial Revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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    A performer in the role of Daniel Craig as James Bond parachutes out of a helicopter with a Union Jack parachute during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

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  • Opening Ceremony

    A general view is seen while performers depict a view from the change of the English countryside to the Industrial Revolution during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.

  • Opening Ceremony

    A general view is seen during the Opening Ceremony of the London 2012 Olympic Games at the Olympic Stadium on July 27, 2012 in London, England.