Daily online traffic on the web site of China's largest broadcaster surpassed that of the leading U.S. broadcaster and online channel during the Olympics, according to WebTrends Analytics. Spurred by national pride and massive growth in Internet adoption in China, CCTV.com, the site run by national broadcaster China Central TV, drew more than 100 million unique visitors during the 2008 Olympic Games. WebTrends Analytics documented an average of more than 6 million unique visitors each day. In comparison, NBC, which maintained broadcast rights to the Games in the United States, reported an average of 4.3 million unique users a day on its Olympics web site. Yahoo!, which also featured extensive online video from the Olympics, averaged 4.7 million, according to media accounts.