On a conference call this morning speaking about their London Olympics coverage, NBC revealed that Archery has been their most-watched sport on cable thus far.

NBC Research President went so far as to credit The Hunger Games for its success. “Archery is the new curling,” he said, “The numbers for archery have been nothing less than huge. Maybe it’s The Hunger Games phenomenon. We’re going to keep an eye on that.”

We also wouldn’t be surprised if Pixar’s latest film Brave, which hit theaters in June, also played a part in the ratings bump.

Earlier today we told you that Jennifer Lawrence’s archery trainer competed in the games and came in fourth during a particular event.

Thanks to EW.