medialifemagazine.com
At last, NBC breaks the curse of 'Idol'
By Toni Fitzgerald
Jan 24, 2008 - 1:15:39 AM
Perhaps more than any other broadcaster, NBC has struggled opposite Fox’s “American Idol,” rotating a number of shows opposite the dominant reality series, from “Joey” to “Fear Factor” to “Crossing Jordan,” only to see “Idol” kill them all off.
That's finally changing this midseason.
With its revamped Tuesday and Wednesday lineups, NBC is actually performing better than ABC, CBS and the CW against “Idol,” and it highlights a midseason revival for the network that defies pretty much everyone's expectations.
On Tuesday and Wednesday last week, NBC posted its best-ever non-Olympic averages opposite a two-hour edition of the Fox show.
Last Tuesday night, Jan. 15, a two-hour “Biggest Loser” averaged a 3.0, up 58 percent over NBC’s rating in the same timeslot last year. A week later, “Loser” posted the network’s best rating since February 2006 opposite a one-hour Tuesday “Idol,” averaging a 2.9.
By comparison, "Idol" averaged a dominant 13.8, way ahead of CBS's 2.6, CW's 1.0 and ABC's 1.1.
Last Wednesday night, Jan. 16, “Deal or No Deal” averaged a 3.1 rating opposite “Idol” at 8 p.m., up 41 percent from its 2.2 average against “Idol” on the same night last year.
From 8 to 10 p.m. that night, which also included a 9 p.m. episode of “Law & Order: Criminal Intent,” NBC averaged a 2.7. It has been Fox’s closest competitor on all three “Idol” nights thus far, with "Idol" at a 12.6 that night and all the other networks at 2.2 or lower.
There are several reasons for NBC’s newfound strength, and one is certainly the network’s well-thought-out January strategy. By rolling out new episodes of “Loser” and “Deal” starting Jan. 1, it gave the shows two full weeks to establish themselves before “Idol” returned.
No other network debuted their new midseason shows that early, and it’s helped keep NBC in a three-way tie for second place for the season.
The Jan. 1 premiere for “Loser,” the competitive weight loss show, was especially shrewd, that being the day when millions of Americans wake up committed to starting their annual new year’s diet. “Loser” had its highest-rated premiere ever.
The network also gave “Deal,” which had been fading for months, a makeover with more money in the briefcases used to play the game and some compelling contestants, like a nurse who works with underprivileged kids and a schoolteacher.
That’s boosted the show to its best ratings in more than six months in its Monday and Wednesday timeslots.
Finally, “Loser” and “Deal’s” success opposite “Idol” seems to validate NBC’s decision more than a year ago to largely abandon scripted programming at 8 p.m. Some media buyers were skeptical when NBC Universal chief executive Jeff Zucker announced the plan, but it has been working.
Another 8 p.m. unscripted show, Monday’s “American Gladiator,” is the No. 2 new show on any network this season.
Meanwhile, in broadcast ratings for the week ended Jan 20:
Among adults 18-49, Fox was first with a 9.5 rating and a 24 share, followed by NBC at 2.6/7, CBS at 2.4/6, ABC at 2.0/5, Univision at 1.5/4, CW at 0.8/2, Telemundo at 0.5/1, MyNetworkTV and TeleFutura at 0.4/1, and Ion and Azteca at 0.1/0.
Among adults 18-34, Fox led with an 8.4 rating and a 23 share, followed by NBC at 2.1/5, ABC and Univision at 1.6/5, CBS at 1.4/4, CW at 0.8/2, Telemundo and Telefutura at 0.5/1, MyNetworkTV at 0.3/1, and Ion and Azteca at 0.1/0.
Among adults 25-54, Fox was first with a 10.2 rating and a 23 share, followed by CBS at 3.2/7, NBC at 3.0/7, ABC at 2.4/6, Univision at 1.4/3, CW at 0.8/2, Telemundo at 0.5/1, TeleFutura and MyNetworkTV at 0.4/1, Ion at 0.2/0 and Azteca at 0.1/0.
Top five English-language Big Five shows (18-49s): 1. Fox’s “NFC Championship” 20.6; 2. Fox’s “NFC Championship-Gun” 16.7; 3. Fox’s “American Idol - Tuesday” 13.8; 4. Fox’s “American Idol - Wednesday” 12.6; 5. Fox’s “NFC Championship Postgame” 9.4.
Top five English-language Big Five shows (total viewers): 1. Fox’s “NFC Championship” 53.94 million; 2. Fox’s “NFC Championship-Gun” 40.64 million; 3. Fox’s “American Idol - Tuesday” 33.41 million; 4. Fox’s “American Idol - Wednesday” 30.44 million; 5. Fox’s “NFC Championship Postgame” 23.10 million.
Top five Live+7 English-language Big Five shows (Households, week ended Jan. 6): 1. NBC’s “NFL Playoff Game 2” 15.0; 2. NBC’s “NFL Playoff pre-kick 2” 13.8; 3. NBC’s “NFL Playoff Bridge” 13.6; 4. CBS’s “AFC Wild Card Postgame” 13.5; 5. ABC’s “Desperate Housewives” 12.7.
Top five Live+7 English-language Big Five shows (18-49s, week ended Jan. 6): 1. NBC’s “NFL Playoff Game 2” 9.9; 2. NBC’s “NFL Playoff Pre-kick 2” 8.7; 3. NBC’s “NFL Playoff Bridge” 8.4; 4. ABC’s “Desperate Housewives” 7.8; 5. CBS’s “AFC Wild Card Postgame” 7.3.
Show on the rise: “Deal or No Deal,” NBC, Monday 9 p.m. NBC’s Howie Mandel-hosted game posted a 5.0 rating among viewers 18-49, up 39 percent from a 3.6 the previous week when it aired against Fox’s coverage of the BCS title game.
Show on the decline: “Supernanny” ABC, Wednesday 9 p.m. “Supernanny” felt the “Idol” effect, posting a 2.4 rating among viewers 18-49 airing opposite the reality show’s second night, off 33 percent from a the previous week’s 3.6.
|
PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending January 20 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
FOX
|
13.4
|
15130
|
21
|
8.5
|
24290
|
20
|
9.5
|
12430
|
24
|
|
ABC
|
4.1
|
4640
|
7
|
2.2
|
6210
|
5
|
2.0
|
2670
|
5
|
|
CBS
|
6.3
|
7070
|
10
|
3.4
|
9730
|
8
|
2.4
|
3090
|
6
|
|
NBC
|
5.1
|
5700
|
8
|
2.7
|
7760
|
7
|
2.6
|
3380
|
7
|
|
UNI
|
1.8
|
1990
|
3
|
1.2
|
3490
|
3
|
1.5
|
1960
|
4
|
|
CW
|
1.3
|
1500
|
2
|
0.7
|
2040
|
2
|
0.8
|
1010
|
2
|
|
MNT
|
0.7
|
810
|
1
|
0.4
|
1040
|
1
|
0.4
|
500
|
1
|
|
TEL
|
0.7
|
750
|
1
|
0.4
|
1200
|
1
|
0.5
|
620
|
1
|
|
TF
|
0.4
|
470
|
1
|
0.3
|
800
|
1
|
0.4
|
530
|
1
|
|
ION
|
0.3
|
360
|
1
|
0.2
|
490
|
0
|
0.1
|
140
|
0
|
|
AZA
|
0.1
|
80
|
0
|
0.0
|
130
|
0
|
0.1
|
90
|
0
|
|
*
Each rating point is equivalent to
1. 114
million homes
Source: Nielsen Media Research
|
|
SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending January 20 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
7.3
|
8200
|
12
|
4.0
|
11480
|
10
|
3.3
|
4270
|
9
|
|
ABC
|
6.4
|
7250
|
10
|
3.5
|
9910
|
9
|
3.3
|
4270
|
9
|
|
FOX
|
5.9
|
6640
|
9
|
3.4
|
9670
|
8
|
3.6
|
4740
|
10
|
|
NBC
|
5.6
|
6290
|
9
|
3.1
|
8830
|
8
|
3.3
|
4270
|
9
|
|
UNI
|
1.8
|
2030
|
3
|
1.2
|
3480
|
3
|
1.5
|
1950
|
4
|
|
CW
|
1.7
|
1960
|
3
|
0.9
|
2700
|
2
|
1.1
|
1430
|
3
|
|
MNT
|
0.7
|
820
|
1
|
0.4
|
1080
|
1
|
0.4
|
530
|
1
|
|
TEL
|
0.6
|
630
|
1
|
0.4
|
1020
|
1
|
0.4
|
560
|
1
|
|
ION
|
0.4
|
430
|
1
|
0.2
|
560
|
0
|
0.1
|
160
|
0
|
|
TF
|
0.4
|
400
|
1
|
0.2
|
680
|
1
|
0.3
|
430
|
1
|
|
AZA
|
0.1
|
90
|
0
|
0.1
|
150
|
0
|
0.1
|
100
|
0
|
|
*
Each rating point is equivalent to
1. 114
million homes
Source: Nielsen Media Research
|
|
TOP 25 PROGRAMS – BROADCAST
Ranked on Households
Week Ending January 20 |
|
# |
PROGRAMS |
Net |
HOUSEHOLDS |
PERSONS 2+ |
|
Rtg% |
Shr |
(000) |
# |
Rtg% |
(000) |
|
1
|
FOX NFC CHAMPIONSHIP(S)
|
FOX
|
29.0
|
43
|
32735
|
1
|
18.8
|
53937
|
|
2
|
FOX NFC CHAMPIONSHIP-GUN(S)
|
FOX
|
21.6
|
33
|
24392
|
2
|
14.2
|
40640
|
|
3
|
AMERICAN IDOL-TUESDAY
|
FOX
|
17.7
|
26
|
19928
|
3
|
11.7
|
33415
|
|
4
|
AMERICAN IDOL-WEDNESDAY
|
FOX
|
16.7
|
25
|
18820
|
4
|
10.6
|
30437
|
|
5
|
FOX NFC CHAMPIONSHIP-POST(S)
|
FOX
|
13.1
|
21
|
14823
|
5
|
8.1
|
23096
|
|
6
|
NCIS
|
CBS
|
9.9
|
15
|
11136
|
6
|
5.5
|
15822
|
|
7
|
CSI:
MIAMI
|
CBS
|
9.7
|
16
|
10985
|
8
|
5.2
|
14799
|
|
8
|
CSI
|
CBS
|
9.1
|
14
|
10217
|
9
|
4.9
|
14147
|
|
9
|
DEAL OR NO DEAL-MON
|
NBC
|
9.0
|
14
|
10183
|
7
|
5.3
|
15080
|
|
10
|
WITHOUT A TRACE
|
CBS
|
8.8
|
15
|
9933
|
10
|
4.6
|
13294
|
|
11
|
LAW AND ORDER:SVU
|
NBC
|
8.1
|
13
|
9095
|
12
|
4.3
|
12205
|
|
12
|
COMANCHE MOON 2(S)
|
CBS
|
8.0
|
12
|
9048
|
11
|
4.4
|
12564
|
|
13
|
LAW AND ORDER
|
NBC
|
7.7
|
13
|
8735
|
15
|
4.0
|
11593
|
|
14
|
DEAL OR NO DEAL-WED
|
NBC
|
7.6
|
12
|
8588
|
14
|
4.1
|
11807
|
|
15
|
COMANCHE MOON 3(S)
|
CBS
|
7.5
|
12
|
8444
|
13
|
4.2
|
12133
|
|
16
|
TWO AND A HALF MEN
|
CBS
|
7.3
|
11
|
8273
|
15
|
4.0
|
11510
|
|
17
|
DANCE WAR:BRUNO/CARRIEANN
|
ABC
|
7.0
|
11
|
7897
|
18
|
3.7
|
10495
|
|
17
|
SMARTER THAN 5TH GRADER
|
FOX
|
7.0
|
11
|
7928
|
15
|
4.0
|
11576
|
|
19
|
NUMB3RS
|
CBS
|
6.4
|
11
|
7251
|
21
|
3.5
|
10076
|
|
19
|
UGLY BETTY
|
ABC
|
6.4
|
10
|
7216
|
25
|
3.3
|
9505
|
|
21
|
EXTREME MAKEOVER:HOME ED.
|
ABC
|
6.2
|
9
|
6994
|
18
|
3.7
|
10497
|
|
21
|
GHOST WHISPERER
|
CBS
|
6.2
|
11
|
6987
|
21
|
3.5
|
9905
|
|
21
|
TERMINATOR: SRH CNR CHRON
|
FOX
|
6.2
|
9
|
6943
|
21
|
3.5
|
10080
|
|
24
|
MEDIUM
|
NBC
|
6.1
|
10
|
6864
|
25
|
3.3
|
9512
|
|
25
|
AMERICAN GLADIATORS
|
NBC
|
6.0
|
9
|
6743
|
18
|
3.7
|
10610
|
|
25
|
APPRENTICE 7
|
NBC
|
6.0
|
9
|
6757
|
27
|
3.2
|
9141
|
|
25
|
LAW AND ORDER:CRIM INTENT
|
NBC
|
6.0
|
9
|
6772
|
28
|
3.1
|
8768
|
|
25
|
WITHOUT A TRACE 8PM SPCL(S)
|
CBS
|
6.0
|
9
|
6770
|
28
|
3.1
|
8932
|
|
Source: Nielsen Media Research |
|
TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending January 20 |
|
Rank |
Program |
Net |
Rtg% |
(000) |
|
1
|
FOX NFC CHAMPIONSHIP(S)
|
FOX
|
20.6
|
27022
|
|
2
|
FOX NFC CHAMPIONSHIP-GUN(S)
|
FOX
|
16.7
|
21853
|
|
3
|
AMERICAN IDOL-TUESDAY
|
FOX
|
13.8
|
18130
|
|
4
|
AMERICAN IDOL-WEDNESDAY
|
FOX
|
12.6
|
16519
|
|
5
|
FOX NFC CHAMPIONSHIP-POST(S)
|
FOX
|
9.4
|
12299
|
|
6
|
DEAL OR NO DEAL-MON
|
NBC
|
5.0
|
6567
|
|
7
|
AMERICAN GLADIATORS
|
NBC
|
4.6
|
5990
|
|
7
|
LAW AND ORDER:SVU
|
NBC
|
4.6
|
6081
|
|
9
|
CSI:
MIAMI
|
CBS
|
4.3
|
5580
|
|
10
|
TERMINATOR: SRH CNR CHRON
|
FOX
|
4.2
|
5536
|
|
11
|
APPRENTICE 7
|
NBC
|
4.0
|
5265
|
|
12
|
EXTREME MAKEOVER:HOME ED.
|
ABC
|
3.8
|
4959
|
|
12
|
TWO AND A HALF MEN
|
CBS
|
3.8
|
4992
|
|
14
|
SMARTER THAN 5TH GRADER
|
FOX
|
3.7
|
4852
|
|
15
|
LAW AND ORDER
|
NBC
|
3.6
|
4780
|
|
16
|
CSI
|
CBS
|
3.5
|
4604
|
|
17
|
DON'T FORGET THE LYRICS
|
FOX
|
3.4
|
4488
|
|
17
|
E.R.
|
NBC
|
3.4
|
4512
|
|
17
|
WITHOUT A TRACE
|
CBS
|
3.4
|
4420
|
|
20
|
MEDIUM
|
NBC
|
3.3
|
4336
|
|
20
|
PRISON BREAK
|
FOX
|
3.3
|
4338
|
|
22
|
BIG BANG THEORY, THE
|
CBS
|
3.2
|
4137
|
|
23
|
AMAZING RACE 12
|
CBS
|
3.1
|
4124
|
|
24
|
BIGGEST LOSER 5
|
NBC
|
3.0
|
3876
|
|
24
|
DEAL OR NO DEAL-WED
|
NBC
|
3.0
|
3995
|
|
24
|
NCIS
|
CBS
|
3.0
|
3942
|
|
24
|
UGLY BETTY
|
ABC
|
3.0
|
3985
|
|
Source: Nielsen Media Research |
|
SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending January 20 |
|
# |
PROGRAMS |
Net |
NHTI |
P2+ (000) |
|
1
|
AMAR SIN LIMITES M-F
|
UNI
|
19.1
|
4293
|
|
2
|
PASION M-F
|
UNI
|
18.1
|
3847
|
|
3
|
AMAS CASA DESESPERADS THU
|
UNI
|
15.5
|
3092
|
|
3
|
YO AMO JUAN QUERENDON M-F
|
UNI
|
15.5
|
3380
|
|
5
|
FAMILIA P. LUCHE FRI
|
UNI
|
15.2
|
3537
|
|
6
|
CRISTINA MON
|
UNI
|
15.1
|
2921
|
|
7
|
CHAVO ANIMADA SUN
|
UNI
|
14.4
|
3307
|
|
8
|
DON FRANCISCO PRESENTA WE
|
UNI
|
14.3
|
2760
|
|
9
|
AQUI Y AHORA TUE
|
UNI
|
13.7
|
2403
|
|
10
|
RETRO P. LUCHE FRI
|
UNI
|
13.6
|
3243
|
|
11
|
AMAS CASA DESESPERADS1/16(S)-01/16/2008
|
UNI
|
13.4
|
2632
|
|
12
|
5 MAGNIFICOS SUN
|
UNI
|
13.0
|
2858
|
|
13
|
SABADO GIGANTE SAT
|
UNI
|
12.9
|
2627
|
|
14
|
PARODIA SAT
|
UNI
|
9.0
|
1989
|
|
15
|
VICTORIA M-F
|
TEL
|
8.7
|
1701
|
|
16
|
FAMILIA DE DIEZ SAT
|
UNI
|
8.4
|
1710
|
|
17
|
MADRE LUNA M-F
|
TEL
|
7.0
|
1268
|
|
18
|
CINE DE LAS ESTREL SUN 2
|
TF
|
5.4
|
1244
|
|
19
|
PECADOS AJENOS M-F
|
TEL
|
5.2
|
983
|
|
20
|
FUTBOL LIGA MEX SAT
|
TF
|
4.9
|
1039
|
|
21
|
12 CORAZONES M-F
|
TEL
|
4.8
|
966
|
|
22
|
CINE DE LAS ESTREL SUN
|
TF
|
4.4
|
1027
|
|
23
|
CINE DE LAS ESTRELLAS M-THU
|
TF
|
3.9
|
798
|
|
23
|
QUE DICE LA GENTE M-F
|
TF
|
3.9
|
809
|
|
25
|
SOLO BOXEO TECATE FRI
|
TF
|
3.5
|
669
|
|
* Nielsen Hispanic Television Index; ratings based on 11.63 million Hispanic TV homes.
Source: Nielsen Media Research |
|
HISPANIC ENGLISH-LANGUAGE VIEWING
Ranked on Households
Week Ending January 20 |
|
# |
PROGRAMS |
Net |
NHTI |
P2+(000) |
|
1
|
FOX NFC CHAMPIONSHIP(S)-01/20/2008
|
FOX
|
16.7
|
3205
|
|
2
|
FOX NFC CHAMPIONSHIP-GUN(S)-01/20/2008
|
FOX
|
13.6
|
2636
|
|
3
|
AMERICAN IDOL-WEDNESDAY
|
FOX
|
9.5
|
1944
|
|
4
|
AMERICAN IDOL-TUESDAY
|
FOX
|
9.4
|
2058
|
|
5
|
FOX NFC CHAMPIONSHIP-POST(S)-01/20/2008
|
FOX
|
7.6
|
1330
|
|
6
|
FRIDAY NIGHT SMACKDOWN
|
CW
|
4.9
|
996
|
|
7
|
TERMINATOR: SRH CNR CHRON
|
FOX
|
4.7
|
878
|
|
8
|
DEAL OR NO DEAL-MON
|
NBC
|
4.6
|
852
|
|
9
|
COPS 2
|
FOX
|
4.0
|
681
|
|
9
|
GHOST WHISPERER
|
CBS
|
4.0
|
682
|
|
* Nielsen Hispanic Television Index; ratings based on 11.63 million Hispanic TV homes.
Source: Nielsen Media Research |
|
AFRICAN AMERICAN AUDIENCE ESTIMATES
Ranked on Households
Week Ending January 13 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
FOX NFC PLAYOFF-PST-SUN
|
FOX
|
21.8
|
4324
|
|
2
|
AFC DIVISIONAL PLAYOFF-SA
|
CBS
|
18.5
|
3542
|
|
3
|
TERMINATOR: SRH CNR CHRON
|
FOX
|
15.2
|
2872
|
|
4
|
ALLSTATE BCS NATL CHAMP
|
FOX
|
15.1
|
2789
|
|
5
|
GREY'S ANATOMY-THU 9PM
|
ABC
|
10.8
|
1964
|
|
6
|
LAW AND ORDER:SVU
|
NBC
|
10.1
|
1977
|
|
7
|
FAMILY GUY
|
FOX
|
9.9
|
1941
|
|
8
|
CSI
|
CBS
|
9.2
|
1617
|
|
9
|
WITHOUT A TRACE
|
CBS
|
8.9
|
1561
|
|
10
|
UGLY BETTY
|
ABC
|
8.6
|
1583
|
|
* Ratings based on 13.45 million African American TV homes.
Source: Nielsen Media Research |
|
TOP 30 NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending January 6 |
|
# |
PROGRAMS |
Net |
Episode |
Households |
Persons 2+ |
|
US
Rtg% |
Shr |
(000) |
(000) |
|
1 |
AFC WILDCARD PLAYOFF(S)-01/06/2008
|
CBS
|
TENNESSEE
AT
SAN DIEGO
|
16.7
|
30
|
18843
|
26628
|
|
2 |
FOX NFC WILDCARD GAME(S)-01/06/2008
|
FOX
|
NY GIANTS AT
TAMPA
BAY
|
15.1
|
33
|
17066
|
22973
|
|
3 |
NBC NFL PLAYOFF GAME 2(S)-01/05/2008
|
NBC
|
JACKSONVILLE
AT
PITTSBURGH
|
15.0
|
25
|
16904
|
25736
|
|
4 |
NBC NFL PLAYOFF GAME 1(S)-01/05/2008
|
|
