Media Life
Homepage



Younger viewers

NBC's one
consolation: Teen viewers


Network's overall ratings may be in the tank

May 11, 2007

It’s been a rough spring for NBC, which is mired in fourth place for the third straight year among adults 18-49 and down 6 percent from last year.

But there has been one bright spot for the network, and that’s its improved performance this year among teenage viewers. It’s the only major demographic where NBC has shown growth.

Of course, NBC still ranks fourth among the Big Four networks in the demo, but the jump comes in a year when the Big Four’s collective average among teens is down 4 percent year to year.

Season to date, NBC is averaging a 1.4 in teens 12-17, up 8 percent over last year’s 1.3, according to Nielsen data analyzed by Fox. First-place Fox is averaging a 2.6, down 7 percent from last year’s 2.8. Second-place ABC is down the most, 15 percent, from a 2.0 to a 1.7, while CBS is up 7 percent from a 1.5 to a 1.6.

The bulk of NBC’s growth can be attributed to “Heroes,” the first-year drama that airs Monday at 9 p.m. While “Heroes” has fallen in several demographics since it returned from two months of repeats a few weeks ago, it seems to be strengthening among teens.

Last Monday’s episode averaged a 4.5 in 12-17s, up 15 percent from its 3.9 average last fall.

By comparison, “Heroes” averaged a 5.4 in 18-49s last week, down 17 percent from last fall’s 6.5 average.

“Heroes” was the No. 5 show on broadcast last week with teens, behind Fox’s two editions of “American Idol,” “House” and “Family Guy.” It even outdrew ABC’s two-hour “Grey’s Anatomy” special.

Also doing quite well among teens for NBC is “The Office,” which may be a surprise considering the sophistication of its comedy and the fact that the show lampoons an office culture teens are too young to have experienced.

An expanded episode of the show last week that lasted nearly an hour averaged a 1.9 in 12-17s, making it broadcast’s No. 2 non-animated comedy behind CBS’s “Two and a Half Men.”

And it’s possible that NBC’s teen ratings will continue to rise next year. In addition to the fall return of “Sunday Night Football,” one of the year’s top shows with 12-17s, NBC is rumored to be picking up a remake of “The Bionic Woman,” whose sci fi theme is reminiscent of “Heroes” and could fit nicely with it on Monday nights.

Meanwhile, in other younger viewer ratings for the week ending May 6:

Among teens 12-17: Fox was first with a 2.8 rating and 10 share, followed by ABC at 1.7/6, the CW at 1.6/6, NBC at 1.3/5, Univision at 1.2/4, CBS at 1.1/4, Telemundo at 0.3/1, Telefutura at 0.2/0, and Azteca at 0.0/0.

Among kids 2-11: Fox led with a 2.0/8, followed by Univision and ABC at 1.2/5, CBS at 0.9/4, the CW at 0.9/3, NBC at 0.6/3, Telemundo and Telefutura at 0.3/1, and Azteca at 0.0/0.

The top five shows among kids 2-5: 1. “Mickey Mouse Clubhouse” (Disney, Saturday 9:30 a.m.); 2. “Go Diego Go” (Nickelodeon, Wednesday 9 a.m.); 3. “Mickey Mouse Clubhouse” (Disney, Saturday 9 a.m.);4. “Dora the Explorer” (Nickelodeon, Wednesday 9:30 a.m.); 5. “Blue’s Clues” (Nickelodeon, Tuesday 10 a.m.)

The top five shows among kids 6-11: 1. “American Idol” (Fox, Wednesday 9 p.m.); 2. “Hannah Montana” (Disney, Friday 8 p.m.); 3. “American Idol” (Fox, Tuesday 8 p.m.); 4. “Cory in the House” (Disney, Friday 8:30 p.m.); 5. “The Suite Life of Zack & Cody” (Disney, Friday 10 p.m.)

The top five shows among kids 9-14: 1. “American Idol” (Fox, Wednesday 9 p.m.); 2. “American Idol” (Fox, Tuesday 8 p.m.); 3. “Hannah Montana” (Disney, Friday 8 p.m.); 4. “Ned Declassified” (Nickelodeon, Tuesday 6 p.m.); 5. “The Suite Life of Zack & Cody” (Disney, Saturday 7:30 p.m.)

TOP 10 PROGRAMS – BROADCAST & CABLE
Kids 2-5
Week Ended May 6

 

Program

Net

Rtg%

(000)

1

MICKEY MOUSE CLUBHOUSE-05/05/2007

DSNY

6.1

958

2

GO, DIEGO, GO!-05/02/2007

NICK

6

947

3

MICKEY MOUSE CLUBHOUSE-05/05/2007

DSNY

6

947

4

DORA THE EXPLORER-05/02/2007

NICK

5.9

935

5

BLUES CLUES-05/01/2007

NICK

5.8

909

6

BACKYARDIGANS, THE-05/01/2007

NICK

5.7

904

7

WONDER PETS-05/01/2007

NICK

5.6

890

8

AMERICAN IDOL-TUESDAY-05/01/2007

FOX

5.6

889

9

SPONGEBOB-05/03/2007

NICK

5.6

879

10

DORA THE EXPLORER-05/01/2007

NICK

5.5

870

Source: Disney-ABC Television Group, based on data from Nielsen Media Research

 

TOP 10 PROGRAMS – BROADCAST & CABLE
Kids 6-11
Week Ended May 6

 

Program

Net

Rtg%

(000)

1

AMERICAN IDOL-WEDNESDAY-05/02/2007

FOX

6.5

1578

2

HANNAH MONTANA-05/04/2007

DSNY

6.2

1502

3

AMERICAN IDOL-TUESDAY-05/01/2007

FOX

6.1

1489

4

CORY IN THE HOUSE-05/04/2007

DSNY

5.9

1432

5

S SUITE LIFE OF ZACK&CODY-05/04/2007

DSNY

5.8

1410

6

SUITE LIFE OF ZACK & CODY-05/01/2007

DSNY

5.7

1390

7

SUITE LIFE OF ZACK & CODY-05/06/2007

DSNY

5.5

1327

8

S SUITE LIFE OF ZACK&CODY-05/04/2007

DSNY

5.5

1324

9

NED DECLASSIFIED-05/01/2007

NICK

5.4

1319

10

SPONGEBOB-05/06/2007

NICK

5.4

1310

Source: Disney-ABC Television Group, based on data from Nielsen Media Research

 

TOP 10 PROGRAMS – CABLE
Kids 9-14
Week Ended May 6

Rank

Program

Net

Rtg%

(000)

1

AMERICAN IDOL-WEDNESDAY-05/02/2007

FOX

7

1727

2

AMERICAN IDOL-TUESDAY-05/01/2007

FOX

6.9

1702

3

HANNAH MONTANA-05/04/2007

DSNY

6

1468

4

NED DECLASSIFIED-05/01/2007

NICK

5.3

1300

5

SUITE LIFE OF ZACK & CODY-05/06/2007

DSNY

5

1237

6

S SUITE LIFE OF ZACK&CODY-05/04/2007

DSNY

5

1232

7

CORY IN THE HOUSE-05/04/2007

DSNY

5

1224

8

SUITE LIFE OF ZACK & CODY-05/02/2007

DSNY

4.9

1211

9

HANNAH MONTANA-05/06/2007

DSNY

4.9

1211

10

S HIGH SCH MUSICAL:CONCRT-05/04/2007

DSNY

4.8

1171

Source: Disney-ABC Television Group, based on data from Nielsen Media Research

 


Toni Fitzgerald is a staff writer for Media Life.




Latest headlines
Less Sparks: 'Idol' finale off 19 percent
Buyers pick ABC to lead in the upfront
Fact is, we've learned to accept spam
Tribute to Jay Leno, in his own words
Rachel, the guy is buds with my boss
Best tube bets this weekend

May sweeps: Fox leads ABC by 0.1 in adults 18-49
Bancroft family on Rupe: We're still not interested
Poll: Iowans trust traditional media for caucus news
Wheeling and dealing: XM courts used car owners
Maury in Montana: TV yakker launches newspaper

IAB: Online ad revenue hits record $16.9B in 2006
Internet radio stations reject royalties compromise
Bud wiser: A-B says failed TV site will fade away
Study: Web's the place to build buzz on entertainment