CBS wins fourth
straight night with b'ball
Averages a 3.7 in 18-49s, 76 percent ahead of ABC and Fox
By Toni Fitzgerald
Mar 22, 2010
For the fourth straight night, CBS's March Madness coverage lifted the network to a nightly victory.
The upset-heavy tournament gave the network's entire Sunday primetime lineup a boost as play lasted until nearly 8 p.m., pushing CBS's regular programming back nearly an hour.
CBS averaged a 3.7 adults 18-49 rating and 10 share on the evening, according to Nielsen overnights, 76 percent ahead of ABC and Fox, who tied for second at 2.1/6. NBC finished fourth at 1.9/5 and Univision fifth at 1.0/3
Basketball overrun averaged a 3.9 at 7 p.m., and lead-out "60 Minutes" averaged a 3.2 at 8, up 78 percent from last week.
These numbers will likely adjust when final numbers come in tomorrow, however. Fast nationals measure only timeslot information and don't take into account actual program run times or time zone differences.
With the stronger competition on CBS, the other networks struggled. NBC's "Celebrity Apprentice" from 9 to 11 p.m. slid 19 percent from last week's debut, to a 2.6, and Fox's new live-action comedy "Sons of Tucson" dipped 10 percent from the previous week's already-low premiere, to a 1.9.
And ABC's "Desperate Housewives" fell to yet another series low, averaging a 3.5 at 9 p.m.
As a reminder, all ratings are based on live-plus-same-day DVR playback. Seven-day DVR data won’t be available for several weeks. Thirty-six percent of Nielsen households have DVRs.
At 7 p.m. CBS was first with a 3.9 for NCAA overrun and the start of “60 Minutes,” followed by Fox with a 1.0 for “'Til Death.” ABC and NBC tied for third at 0.7, ABC for “Thin Ice” and NBC for “Dateline,” with Univision fifth with a 0.6 for a Mexican league soccer game.
CBS led again at 8 p.m. with a 3.2 for “60Minutes” and start of “The Amazing Race.” Fox was second with a 2.7 for “The Simpsons” (2.8) and “The Cleveland Show” (2.5), ABC third with a 2.0 for “Extreme Makeover: Home Edition,” NBC fourth with a 1.8 for “Minute to Win It” and Univision fifth with a 0.9 for the end of soccer and the start of “Nuestra Belleza Latina.”
At 9 p.m. CBS was first with a 3.9 for “Race” and the beginning of “Undercover Boss,” with ABC second with a 3.5 for “Housewives.” Fox was third with a 2.7 for “Family Guy” (3.5) and “Tucson” (1.9), NBC fourth with a 2.4 for “Apprentice” and Univision fifth with a 1.2 for more “Latina.”
CBS was first at 10 p.m. with a 4.0 for “Boss” and the start of “Cold Case,” followed by NBC with a 2.8 for more “Apprentice.” ABC was third with a 2.2 for a sneak preview of “Jamie Oliver’s Food Revolution” and Univision fourth with a 1.2 for the last half hour of “Latina” and “Imagenes de Impacto.”
Among households, CBS was first for the night with an 8.0 average overnight rating and a 13 share. ABC was second at 4.6/7, NBC third at 3.4/6, Fox fourth at 2.7/4 and Univision fifth at 1.3/2.
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