Sunday’s Academy Awards became the latest awards show to see solid year-to-year viewership improvement after the writers’ strike put a damper on the 2008 awards season.
Seeing some of the biggest growth was a surprising demographic: viewers 18-34. This group, which has been tuning out of broadcast for years, also saw major gains for the recent Grammy and Golden Globe awards.
Sunday’s Oscar ceremony averaged 36.3 million total viewers, up 13 percent over last year’s all-time-low 32 million, according to Nielsen.
Among 18-34s the show averaged an 11.1, up 14 percent from last year’s 9.7. The biggest growth for any demographic came among men 18-34, where the show surged 22 percent, from a 7.3 to an 8.9.
That mirrors a similar jump seen by other awards shows this season. The Grammy Awards, which aired earlier this month on CBS, grew 23 percent year to year among 18-34s, to a 6.9 rating.
And last month’s Globes also nearly quadrupled the previous year’s 1.1 18-34 rating, averaging a 4.2 rating. Of course, last year’s ceremony was little more than a bare-bones press conference.
Still, the trend is notable at a time when broadcast ratings among 18-34s have been sinking. Season to date, the Big Four networks’ combined average rating is off 10 percent, from an 11.2 to a 10.1, the biggest decline for any adult demo.
Why are awards shows doing so well with the hard-to-reach demo? It’s likely a combination of two things, the first being better outreach by awards shows’ web sites, which target such young people.
Traffic to CBS Interactive’s Grammy site was up 130 percent over last year, driven by the addition of a user-generated video feature in which fans voted on their favorite Katy Perry video.
Oscar.com also added interactive features this year, leading to a 57 percent year-to-year increase in unique visitors and a 15 percent growth in time spent per visitor on the site.
The other factor driving viewership increases for the demo is likely the down economy. The recession is hurting everyone but its effect is especially apparent on the young people being laid off from their jobs and moving back home with their parents in large numbers.
These people are looking for cheap entertainment, and awards shows certainly provide just that.
***
Meanwhile, in broadcast ratings for the week ended Feb. 22:
Among adults 18-49, Fox was first with a 4.3 average rating and an 11 share, followed by ABC at 3.8/10, CBS at 2.5/7, NBC at 2.1/6, Univision at 1.7/5, CW, MyNetworkTV and Telemundo at 0.5/1, Telefutura at 0.3/1, Ion at 0.2/0 and Azteca at 0.1/0.
Among adults 18-34, Fox and ABC tied for first with a 3.5 rating and a 10 share, followed by Univision at 1.8/6, NBC at 1.6/5, CBS at 1.5/5, Telemundo at 0.6/2, CW at 0.5/1, MyNetworkTV and Telefutura at 0.4/1, and Ion and Azteca at 0.1/0.
Among adults 25-54, Fox was first with a 5.1 rating and a 12 share, followed by ABC at 4.3/10, CBS at 3.3/8, NBC at 2.5/6, Univision at 1.6/4, CW, MyNetworkTV and Telemundo at 0.5/1, Telefutura at 0.3/1, Ion at 0.2/1 and Azteca at 0.1/0.
Top five English-language Big Five shows (18-49s): 1. ABC’s “Academy Awards” 12.1; 2. Fox’s “American Idol – Tuesday” 9.6; 3. Fox’s “American Idol – Wednesday” 9.0; 4. ABC’s “Oscars Red Carpet” 7.2; 5. ABC’s “Grey’s Anatomy” 5.9.
Top five English-language Big Five shows (total viewers): 1. ABC’s “Academy Awards” 36.31 million; 2. Fox’s “American Idol – Tuesday” 25.37 million; 3. Fox’s “American Idol – Wednesday” 24.79 million; 4. ABC’s “Oscars Red Carpet” 24.36 million; 5. CBS’s “The Mentalist” 18.23 million.
Top five time-shifted English-language Big Five shows (18-49s, by Live+7 playback, week ended Feb. 1): 1. NBC’s “Super Bowl XLIII” 3.46 million (up 8 percent); 2. Fox’s “American Idol – Thursday” 3.16 million (up 24 percent); 3. Fox’s “American Idol – Tuesday” 3.06 million (up 22 percent); 4. Fox’s “House” 2.86 million (up 31 percent); 5. Fox’s “American Idol - Wednesday” 2.85 million (up 19 percent).
Show on the rise: “Fuego en la Sangre,” Univision, Friday 9 p.m. The series finale posted a 2.7 rating among viewers 18-49 and a 3.0 among 18-34s, placing No. 1 in the timeslot on broadcast.
Show on the decline: “Dollhouse,” Fox, Friday 9 p.m. In its second week the new drama slipped 15 percent among 18-49s, from a 2.0 rating to a 1.7.
WEEKLY PRIMETIME AVERAGES BY NETWORK Ranked on Households
Week Ending February 22
Network
Households
People 2+
Adults 18-49
Rtg%
(000)
Shr
Rtg%
(000)
Shr
Rtg%
(000)
Shr
FOX
6.9
7930
11
4.1
11840
10
4.3
5690
11
ABC
6.8
7790
11
3.8
11140
10
3.8
5050
10
CBS
6.4
7300
10
3.5
10190
9
2.5
3260
7
NBC
3.9
4500
6
2.1
6150
5
2.1
2730
6
UNI
2.1
2390
3
1.5
4310
4
1.7
2260
5
MNT
0.9
1060
1
0.5
1510
1
0.5
620
1
CW
0.8
960
1
0.4
1220
1
0.5
620
1
TEL
0.6
690
1
0.4
1200
1
0.5
720
1
ION
0.4
470
1
0.2
620
1
0.2
210
0
TF
0.4
430
1
0.3
730
1
0.3
440
1
AZA
0.1
120
0
0.1
190
0
0.1
120
0
*Each rating point is equivalent to 1. 145 million homes
Source: Nielsen Media Research
SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK Ranked on Households
Week Ending February 22
Network
Households
People 2+
Adults 18-49
Rtg%
(000)
Shr
Rtg%
(000)
Shr
Rtg%
(000)
Shr
CBS
7.0
8010
11
3.9
11190
10
2.9
3880
8
ABC
5.4
6190
9
2.9
8540
7
2.7
3600
7
FOX
5.2
6010
8
3.0
8780
8
3.2
4210
9
NBC
4.9
5580
8
2.8
8020
7
2.8
3710
8
UNI
1.9
2220
3
1.4
3940
3
1.5
2030
4
CW
1.2
1410
2
0.6
1860
2
0.8
1050
2
MNT
1.0
1190
2
0.6
1690
1
0.6
740
2
TEL
0.6
680
1
0.4
1170
1
0.5
670
1
ION
0.4
480
1
0.2
630
1
0.2
200
0
TF
0.3
370
1
0.2
630
1
0.3
360
1
AZA
0.1
120
0
0.1
180
0
0.1
110
0
*Each rating point is equivalent to 1. 145 million homes
Note: Season-to-date estimates are a weighted average of pre-TSV and Live+SD data.
Source: Nielsen Media Research
TOP 25 PROGRAMS – BROADCAST Ranked on Households
Week Ending February 22
#
PROGRAMS
Net
HOUSEHOLDS
PERSONS 2+
Rtg%
Shr
(000)
#
Rtg%
(000)
1
ACADEMY AWARDS(S)
ABC
20.6
31
23567
1
12.5
36310
2
OSCAR'S RED CARPET 2009(S)
ABC
14.5
23
16623
4
8.4
24357
3
AMERICAN IDOL-TUESDAY
FOX
14.3
21
16383
2
8.8
25374
4
AMERICAN IDOL-WEDNESDAY
FOX
14.1
22
16173
3
8.5
24790
5
MENTALIST, THE
CBS
11.3
17
12910
5
6.3
18226
6
NCIS
CBS
11.0
17
12637
6
6.2
18064
7
CSI
CBS
10.4
16
11923
7
5.8
16920
8
GREY'S ANATOMY-THU 9PM
ABC
10.0
15
11471
8
5.4
15572
9
CRIMINAL MINDS
CBS
9.2
14
10486
9
5.0
14536
10
HOUSE
FOX
8.5
13
9701
10
4.9
14195
11
TWO AND A HALF MEN
CBS
8.1
12
9240
12
4.6
13319
12
BACHELOR, THE
ABC
8.0
12
9209
13
4.3
12524
12
CSI: NY
CBS
8.0
13
9161
13
4.3
12331
14
WITHOUT A TRACE
CBS
7.9
13
8997
15
4.2
12102
15
SURVIVOR:
TOCANTINS
CBS
7.8
12
8910
11
4.7
13589
16
BARBARA WALTERS SP-2/22(S)
ABC
7.3
12
8317
16
4.0
11549
16
ELEVENTH HOUR
CBS
7.3
12
8378
17
3.9
11170
16
PRIVATE PRACTICE
ABC
7.3
12
8402
20
3.8
11157
19
CSI:
MIAMI
CBS
7.0
12
7962
22
3.6
10499
20
24
FOX
6.5
10
7484
17
3.9
11224
20
LAW AND ORDER:SVU
NBC
6.5
11
7416
24
3.3
9484
20
LIE TO ME
FOX
6.5
10
7388
20
3.8
11090
20
LOST
ABC
6.5
10
7468
17
3.9
11406
24
FOX NASCAR SPRINT CUP
FOX
6.0
10
6920
23
3.5
10206
25
BONES
FOX
5.9
9
6802
24
3.3
9507
Source: Nielsen Media Research
TOP 25 PROGRAMS – BROADCAST Adults 18-49
Week Ending February 22
Rank
Program
Net
Rtg%
(000)
1
ACADEMY AWARDS(S)
ABC
12.1
15949
2
AMERICAN IDOL-TUESDAY
FOX
9.6
12647
3
AMERICAN IDOL-WEDNESDAY
FOX
9.0
11938
4
OSCAR'S RED CARPET 2009(S)
ABC
7.2
9540
5
GREY'S ANATOMY-THU 9PM
ABC
5.9
7832
6
HOUSE
FOX
5.2
6862
6
LOST
ABC
5.2
6803
8
SURVIVOR:
TOCANTINS
CBS
4.5
5957
9
BACHELOR, THE
ABC
4.4
5850
9
CSI
CBS
4.4
5832
9
PRIVATE PRACTICE
ABC
4.4
5759
12
LIE TO ME
FOX
4.1
5452
13
TWO AND A HALF MEN
CBS
4.0
5283
14
FOX NASCAR SPRINT CUP
FOX
3.7
4819
14
MENTALIST, THE
CBS
3.7
4926
14
NCIS
CBS
3.7
4925
17
24
FOX
3.6
4722
17
BIGGEST LOSER 7
NBC
3.6
4746
17
HEROES
NBC
3.6
4720
20
CRIMINAL MINDS
CBS
3.5
4679
21
LAW AND ORDER:SVU
NBC
3.4
4547
22
HELL'S KITCHEN
FOX
3.2
4160
23
BARBARA WALTERS SP-2/22(S)
ABC
3.1
4157
23
TRUE BEAUTY
ABC
3.1
4034
25
BIG BANG THEORY, THE
CBS
3.0
3910
Source: Nielsen Media Research
SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED) Ranked on Households
Week Ending February 22
#
PROGRAMS
Net
Rtg
P2+ (000)
1
FUEGO EN LA SANGRE M-F
UNI
24.7
6004
2
CUIDADO CON EL ANGEL M-F
UNI
21.1
4929
3
TONTAS NO VAN CIELO M-F
UNI
18.4
4318
4
DON FRANCISCO PRESENTA WE
UNI
16.7
3326
5
CRISTINA MON
UNI
16.5
3376
6
ROSA DE GUADALUPE THU-FRI
UNI
16.1
3701
7
AQUI Y AHORA TUE
UNI
15.9
3451
8
GRAN ESTRENO 2/22(S)-02/22/2009
UNI
15.3
3785
9
SABADO GIGANTE SAT
UNI
12.2
2575
10
QUIEN TIENE RAZON? EE SUN
UNI
10.3
2052
11
HORA PICO SUN
UNI
10.0
2226
12
HORA DERBEZ SAT
UNI
9.1
1776
13
SN SENOS NO HAY PARAISO M-F
TEL
7.0
1583
14
CARTEL M-F
TEL
6.1
1405
15
ROSTRO DE ANALIA M-F
TEL
6.0
1338
16
DONA BARBARA M-F
TEL
5.8
1308
17
FUTBOL LIGA MEX WED
TF
5.3
1047
18
FUTBOL ESTELAR 2/18(S)-02/18/2009
TEL
5.2
1021
19
CINE DE LAS ESTREL SUN
TF
4.7
1180
20
12 CORAZONES M-F
TEL
4.6
1015
21
BETTY LA FEA WED
TF
4.2
891
22
FUTBOL ESTELAR
TEL
4.0
844
22
CINE MILLONARIO
TEL
4.0
951
24
CINE DE LAS ESTREL SUN 2
TF
3.7
878
24
BETTY LA FEA MON
TF
3.7
734
Source: Nielsen Media Research
HISPANIC ENGLISH-LANGUAGE VIEWING Ranked on Households
Week Ending February 22
#
PROGRAMS
Net
Rtg
P2+(000)
1
ACADEMY AWARDS(S)-02/22/2009
ABC
12.9
2712
2
OSCAR'S RED CARPET 2009(S)-02/22/2009
ABC
8.2
1546
3
AMERICAN IDOL-TUESDAY
FOX
6.5
1315
4
AMERICAN IDOL-WEDNESDAY
FOX
6.3
1238
5
GREY'S ANATOMY-THU 9PM
ABC
4.5
747
6
BARBARA WALTERS SP-2/22(S)-02/22/2009
ABC
4.0
742
7
PRIVATE PRACTICE
ABC
3.6
546
7
MENTALIST, THE
CBS
3.6
670
9
LIE TO ME
FOX
3.5
687
10
CSI
CBS
3.3
583
10
HEROES
NBC
3.3
623
10
NCIS
CBS
3.3
602
10
BACHELOR, THE
ABC
3.3
559
Source: Nielsen Media Research
AFRICAN AMERICAN AUDIENCE ESTIMATES Ranked on Households
Week Ending February 22
#
PROGRAMS
Net
Rtg
P2+(000)
1
ACADEMY AWARDS
ABC
15.2
3008
2
AMERICAN IDOL-TUESDAY
FOX
14.4
2899
3
AMERICAN IDOL-WEDNESDAY
FOX
12.6
2466
4
OSCAR'S RED CARPET 2009
ABC
11.8
2277
5
CSI
CBS
9.4
1669
6
MENTALIST, THE
CBS
8.7
1542
7
CSI:
MIAMI
CBS
8.5
1499
8
GREY'S ANATOMY-THU 9PM
ABC
8.3
1423
8
CSI: NY
CBS
8.3
1353
10
ELEVENTH HOUR
CBS
8.2
1442
10
LIE TO ME
FOX
8.2
1577
* Ratings based on 13.65 million African American TV homes.
Source: Nielsen Media Research
TOP 20 NETWORK SPORTS PROGRAMS Ranked on Households
