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Old is gold:
Stronger debut for 'L&O'


NBC cops and court drama averages a 3.8 in 18-49s

Jan 3, 2008

“Law & Order” got off to a stronger start in its 18th year than its 17th. The long-running NBC drama saw year-to-year increases in both total viewers and adults 18-49 for its season premiere last night, despite facing strong competition from Fox’s Fiesta Bowl coverage.

“Law” averaged a 3.8 18-49 rating for its two-hour episode starting at 9 p.m., according to Nielsen overnights, up 6 percent over a 3.6 for its 17th season premiere in fall of 2006.
Then, of course, the drama aired on little-watched Friday night and saw its number tumble compared with the previous year, leading NBC to hold it off the fall schedule.

Last night “Law” returned to the Wednesday timeslot it once dominated, and where some viewers no doubt have been searching for it for the last 18 months. Among total viewers, the show averaged 13.4 million, up 21 percent over 11.1 million for its most recent premiere.

In another good sign for NBC, the promising debut came against solid programming on ABC and Fox. ABC’s “Supernanny” premiere matched “Law” with a 3.8 from 9 to 11 p.m., while Fox led all networks with a 4.3 average in that two-hour block.

It was the second strong night in a row for NBC, which also saw “Biggest Loser’s” fifth-season premiere draw a series record on Tuesday evening.

Tonight the network, which has new debuts for a solid week, returns a celebrity edition of “The Apprentice.”

Fox was again first for the night among viewers 18-49 with a 4.1 average overnight rating and an 11 share. However, due to live BCS football game coverage, its averages are approximate as overnights measure timeslot data, not actual program data. ABC was second at 3.7/9, NBC third at 3.6/9, CBS fourth at 1.9/5, Univision fifth at 1.5/4 and CW sixth at 0.9/2.
 
At 8 p.m. Fox began the night in the lead with a 3.7 rating for its first hour of Fiesta Bowl coverage, with NBC second with a 3.4 for “Deal or No Deal.” ABC was third with a 3.3 for “Wife Swap,” CBS fourth with a 1.7 for “Power of 10,” Univision fifth with a 1.6 for “Amar sin Limites” and CW sixth with a 0.8 for “Crowned.”
 
Fox led again at 9 p.m. with a 4.7 for the Fiesta Bowl, followed by NBC with a 3.9 for its first half of “Law.” ABC was third with a 3.6 for “Supernanny,” CBS fourth with a 2.1 for a repeat of “Criminal Minds,” Univision fifth with a 1.5 for “Pasion” and CW sixth with a 1.0 for “Gossip Girl.”
 
At 10 p.m. Fox and ABC tied for the lead at 4.0, Fox for more Fiesta Bowl and ABC for another hour of “Supernanny.” NBC was third with a 3.7 for the second half of “Law,” CBS fourth with a 1.8 for a repeat of “CSI: NY” and Univision fifth with a 1.5 for “Don Francisco Presenta.”
 
Among households, NBC led the night with an 8.5 average overnight rating and a 13 share. Fox was second at 7.3/11, ABC third at 5.8/9, CBS fourth at 4.5/7, Univision fifth at 1.8/3 and CW sixth at 1.4/2.



Toni Fitzgerald is a staff writer for Media Life.




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