| medialifemagazine.com Dayparts update
According to Nielsen, during the week of Sept. 21 to 25, the official start of the 2009-2010 TV season, Letterman averaged a 1.3 rating in the demographic; O’Brien averaged 1.0. (In viewers, that’s 1.66 million versus 1.29 million.) This is Letterman’s first weekly win among younger adults since O’Brien took over “The Tonight Show” in June. Letterman continued to dominate among total viewers, drawing 5.04 million, more than doubling O’Brien’s 2.4 million. Letterman’s stellar week was kicked off on Monday by a visit from President Barack Obama, which drew 7.22 million viewers and a 1.9 rating in 18-to-49. But he maintained his lead in the younger demographic throughout the week, beating O’Brien every night except Tuesday, when the two shows tied. Oddly, that was the night Letterman had his second-highest-profile guest of the week, former president Bill Clinton. This was the “The Late Show’s” largest margin of victory over “The Tonight Show” in total viewers since an Olympic week in February of 1994 and in 18-49s since the February 2000 week that Letterman returned to his show after recovering from heart surgery. Compared with premiere week in 2008, “The Late Show” was up 28 percent in total viewers and 18 percent in 18-49. “Tonight” was down 49 percent in total viewers from last year (when Jay Leno was still hosting) and down 23 percent in 18-49s. Meanwhile, ABC’s “Nightline” continues to perform strongly. It averaged 4.2 million viewers and slightly outperformed O’Brien’s 18-49 rating, by 1.1 to 1.0. NBC representatives point out that the week was atypical for several reasons: Letterman had unusually noteworthy guests in the two presidents; “The Tonight Show” ran an unscheduled rerun on Friday after O’Brien’s on-set head injury; and both CBS and ABC had stronger-than-usual lead-ins because the networks debuted their fall lineups last week. Even if CBS’s audience drops significantly in future weeks, that lead-in issue could be an ongoing problem for NBC. CBS’s 10 p.m. dramas averaged 13.2 million viewers last week. The audience for NBC’s “Jay Leno Show,” which has been trending downward, ranged from a high of 6.9 million on Tuesday to a low of 5.1 million on Thursday. Perhaps not coincidentally, Tuesday was the only night that “Tonight” managed to tie “The Late Show” in 18-49s. NBC also says that in the first three nights of this week, according to Nielsen’s local people meters, O’Brien has come in first or tied for first in 18-to-49. It’s clearly too early to name a new King of 18-49 Late Night, but O’Brien’s claim to the throne is now open to debate. *** Meanwhile, in late-late night ratings for the week ended Sept. 27, CBS’s “The Late Late Show with Craig Ferguson” averaged 2.1 million total viewers, with ABC’s “Jimmy Kimmel Live” at 1.8 million, NBC’s “Late Night with Jimmy Fallon” at 1.4 million and NBC’s “Last Call with Carson Daly” at 0.9 million. Among 18-49s, “Late Night,” “Kimmel” and “Late Late Show” each averaged a 0.6, while “Last Call” averaged a 0.4. (That includes a Monday encore for “Last Call;” “Kimmel’s” Monday is excluded from the averages). NBC’s “Meet the Press” was the most-watched Sunday morning show on Sept. 27 with 3.26 million tuning in, followed by CBS’s “Face the Nation” with 2.86 million, ABC’s “This Week with George Stephanopoulos” with 2.65 million and Fox “News Sunday” with 1.24 million. Among the 25-54 demographic, NBC averaged a 0.8rating, followed by ABC and CBS at 0.7 and Fox at 0.3. In morning shows, NBC’s “Today” was first for the week with 5.26 million total viewers, followed by ABC’s “Good Morning America” with 3.88 million and CBS’s “Early Show” with 2.64 million. “Today” averaged a 3.9 household rating and a 15 share, followed by “Good Morning America” at 3.0/12 and “Early Show” at 1.9/8. In daytime, CBS was first with 3.53 million total viewers, NBC second with 2.86 million and ABC third with 2.84 million. Among women 18-49, NBC was first with a 1.3 rating, followed by ABC at 1.2 and CBS at 1.0. In evening network news, NBC’s “Nightly News with Brian Williams” was first with 7.72 million total viewers and a 1.8 rating among adults 25-54. ABC’s “World News with Charles Gibson” averaged 7.27 million viewers and a 1.6 rating, followed by CBS’s “Evening News with Katie Couric” with 5.54 million and a 1.3 rating.
© 2012 Media Life |
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