Over the past five years, the broadcast networks have all but abandoned Saturday night to a mix of movies, repeats and low-rent reality shows in the belief that young viewers simply won’t tune in.
Over the weekend, CBS proved that belief wrong.
The premiere of broadcast’s first-ever primetime mixed martial arts program saw huge gains among young men and young adults compared with the network’s regular-season Saturday performance.
“EliteXC Saturday Night Fights” averaged a 1.4 adults 18-49 rating from 9 to 11 p.m., up 57 percent over the network’s regular-season average. The most notable gains came among male demos, with men 18-49 up 173 percent, to a 1.1, and men 18-34 up 357 percent, to a 0.7.
But the biggest audience came well after primetime, during the final 51 minutes of the fight starting at 11 p.m. Some 4.85 million total viewers tuned in, including 6.51 million from 11:30 to 11:51 p.m., and ratings spiked to a 3.0 or better across all the major male demos.
That’s comparable to the numbers delivered by Ultimate Fighter bouts on Spike, the men’s cable network, and it’s well above anything on the other networks on a typical Saturday night. In fact, the finale of the fight delivered the same men 18-34 rating as the primetime portion of Monday night’s Stanley Cup finals game on NBC.
CBS gave a fair bit of TV promotion to the new show, and a YouTube promotion for it featuring eventual victor Kimbo Slice generated nearly 1 million views.
The big boost came despite generally poor reviews for the CBS fight, which Yahoo Sports’ Dan Wetzel described thusly: “If you’re a fan of MMA, then what EliteXC trotted out as a main event was mostly an absurd exhibition. It’s like tuning in for the NBA Finals and finding the And 1 Mixtape Tour – only with announcers pretending Hot Sauce is a better player than Kobe Bryant.”
Even CBS Corp. chairman Sumner Redstone recently said he disagreed with the decision to air the fights, calling the sport socially irresponsible. Les Moonves, CBS’s chief executive, was responsible for wrangling broadcast’s first primetime MMA contract, though NBC has since introduced plans for a show of its own.
“EliteXC” will have to prove capable of drawing a crowd week after week to be labeled a success; after all, the XFL also had a huge debut on a Saturday night years ago, and that lasted just one season.
Still, the first-week results do prove that viewers are willing to tune in to broadcast given a good reason. That’s why media buyers have long questioned the networks’ decision to abandon the night, pointing to the success cable had with “Trading Spaces” on Saturdays.
Contrary to the popular perception that only over-50s stay in on the weekends, families with young children are often home on Saturdays and eager for something besides reruns to watch. That’s partly why sharp comedies like “Golden Girls,” “Mary Tyler Moore Show” and “All in the Family” thrived on Saturdays for decades.
***
Meanwhile, in broadcast ratings for the week ended June 1:
Among adults 18-49, Fox was first with a 2.4 rating and a 7 share, followed by ABC, CBS and NBC at 1.8/5, Univision at 1.4/4, CW at 0.6/2, Telemundo and MyNetworkTV at 0.4/1, TeleFutura at 0.3/1, Azteca at 0.2/1 and Ion at 0.1/0.
Among adults 18-34, Fox was first with a 2.4 average rating, followed by Univision at 1.6, NBC at 1.4, ABC at 1.3, CBS at 1.2, CW at 0.6, Telemundo at 0.4, Telefutura and MyNetworkTV at 0.3 and Azteca at 0.2.
Among adults 25-54, Fox was first with a 2.5 average rating, followed by CBS at 2.4, ABC at 2.2, NBC at 2.0, Univision at 1.3, CW at 0.6, MyNetworkTV at 0.4, Telefutura and Telemundo at 0.3 and Azteca at 0.2.
Top five English-language Big Five shows (18-49s): 1. ABC’s “Lost” 4.9; 2. Fox’s “Hell’s Kitchen” 4.4; Tie-3. Fox’s “So You Think You Can Dance – Thursday” and Fox’s “So You Think You Can Dance – Wednesday” 3.6; 5. CBS’s “Two and a Half Men” 3.3.
Top five English-language Big Five shows (total viewers): 1. ABC’s “Lost” 12.3 million; 2. CBS’s “Two and a Half Men” 10.81 million; 3. CBS’s “Million Dollar Password” 10.62 million; 4. CBS’s “60 Minutes” 10.29 million; 5. CBS’s “NCIS” 9.77 million.
Top five Live+7 English-language Big Five shows (households, week ended May 11): Fox’s “American Idol – Wednesday” 14.3; 2. Fox’s “American Idol - Tuesday” 13.2; 3. ABC’s “Dancing with the Stars Results” 12.3; 4. CBS’s “CSI” 12.2; 5. ABC’s “Dancing with the Stars” 12.0.
Top five Live+7 English-language Big Five shows (18-49s, week ended May 11): 1. Fox’s “American Idol - Tuesday” 9.0; 2. Fox’s “American Idol - Wednesday” 8.5; 3. ABC’s “Grey’s Anatomy” 7.5; 4. ABC’s “Desperate Housewives” 6.5; 5. Fox’s “House” 6.1.
Show on the rise: “America’s Most Wanted,” Fox, Sunday 9 p.m. Fox’s crime fighting series jumped 31 percent week-to-week among viewers 18-49, from a 1.3 rating to a 1.7.
Show on the decline: “The Bachelorette,” ABC, Monday 9 p.m. With no “Dancing with the Stars” lead-in, “Bachelorette” slipped 31 percent week-to-week among viewers 18-49, from a 2.9 rating to a 2.0.
|
WEEKLY PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending June 1 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
4.9
|
5520
|
9
|
2.6
|
7330
|
7
|
1.8
|
2370
|
5
|
|
FOX
|
3.8
|
4340
|
7
|
2.1
|
6070
|
6
|
2.4
|
3130
|
7
|
|
ABC
|
3.6
|
4080
|
6
|
1.9
|
5520
|
5
|
1.8
|
2390
|
5
|
|
NBC
|
3.4
|
3860
|
6
|
1.8
|
5290
|
5
|
1.8
|
2300
|
5
|
|
UNI
|
1.7
|
1930
|
3
|
1.2
|
3300
|
3
|
1.4
|
1820
|
4
|
|
CW
|
1.2
|
1300
|
2
|
0.6
|
1750
|
2
|
0.6
|
820
|
2
|
|
MNT
|
0.7
|
810
|
1
|
0.4
|
1050
|
1
|
0.4
|
470
|
1
|
|
TEL
|
0.5
|
570
|
1
|
0.3
|
880
|
1
|
0.4
|
470
|
1
|
|
TF
|
0.3
|
380
|
1
|
0.2
|
610
|
1
|
0.3
|
390
|
1
|
|
ION
|
0.3
|
360
|
1
|
0.2
|
450
|
0
|
0.1
|
120
|
0
|
|
AZA
|
0.2
|
210
|
0
|
0.1
|
370
|
0
|
0.2
|
260
|
1
|
|
*
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 June 1 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
6.6
|
7460
|
11
|
3.6
|
10370
|
9
|
2.9
|
3850
|
8
|
|
FOX
|
6.5
|
7350
|
11
|
3.9
|
11030
|
10
|
4.2
|
5460
|
11
|
|
ABC
|
5.9
|
6660
|
10
|
3.2
|
9130
|
8
|
3.0
|
3910
|
8
|
|
NBC
|
5.1
|
5750
|
8
|
2.8
|
7980
|
7
|
2.8
|
3610
|
7
|
|
UNI
|
1.8
|
2040
|
3
|
1.2
|
3540
|
3
|
1.5
|
1990
|
4
|
|
CW
|
1.7
|
1880
|
3
|
0.9
|
2580
|
2
|
1.0
|
1370
|
3
|
|
MNT
|
0.8
|
860
|
1
|
0.4
|
1120
|
1
|
0.4
|
550
|
1
|
|
TEL
|
0.6
|
650
|
1
|
0.4
|
1040
|
1
|
0.4
|
570
|
1
|
|
ION
|
0.4
|
400
|
1
|
0.2
|
520
|
0
|
0.1
|
150
|
0
|
|
TF
|
0.4
|
400
|
1
|
0.2
|
660
|
1
|
0.3
|
420
|
1
|
|
AZA
|
0.1
|
100
|
0
|
0.1
|
160
|
0
|
0.1
|
110
|
0
|
|
*
Each rating point is equivalent to
1. 114
million homes
Source: Nielsen Media Research
|
|
TOP 25 PROGRAMS – BROADCAST
Ranked on Households
Week Ending June 1 |
|
# |
PROGRAMS |
Net |
HOUSEHOLDS |
PERSONS 2+ |
|
Rtg% |
Shr |
(000) |
# |
Rtg% |
(000) |
|
1
|
LOST
|
ABC
|
7.3
|
12
|
8220
|
1
|
4.3
|
12303
|
|
2
|
TWO AND A HALF MEN-SPC(S)
|
CBS
|
6.9
|
11
|
7734
|
2
|
3.8
|
10811
|
|
3
|
60 MINUTES
|
CBS
|
6.8
|
13
|
7635
|
4
|
3.6
|
10291
|
|
3
|
MILLION DOLLAR PASSWORD
|
CBS
|
6.8
|
12
|
7656
|
3
|
3.7
|
10621
|
|
5
|
NCIS
|
CBS
|
6.7
|
11
|
7535
|
5
|
3.4
|
9774
|
|
6
|
CRIMINAL MINDS
|
CBS
|
6.4
|
10
|
7202
|
5
|
3.4
|
9730
|
|
6
|
CSI: NY
|
CBS
|
6.4
|
11
|
7204
|
7
|
3.3
|
9563
|
|
8
|
48 HOURS MYSTERY TUESDAY
|
CBS
|
6.0
|
10
|
6796
|
12
|
3.0
|
8448
|
|
8
|
CSI
|
CBS
|
6.0
|
10
|
6732
|
11
|
3.1
|
8799
|
|
8
|
SO YOU THINK CN DANCE-THU
|
FOX
|
6.0
|
10
|
6719
|
7
|
3.3
|
9561
|
|
11
|
SO YOU THINK CN DANCE-WED
|
FOX
|
5.8
|
10
|
6548
|
7
|
3.3
|
9359
|
|
11
|
WITHOUT A TRACE
|
CBS
|
5.8
|
10
|
6557
|
12
|
3.0
|
8516
|
|
13
|
HELL'S KITCHEN
|
FOX
|
5.6
|
9
|
6314
|
7
|
3.3
|
9500
|
|
14
|
DATELINE SUN 9PM
|
NBC
|
5.4
|
9
|
6045
|
15
|
2.8
|
8088
|
|
15
|
COLD CASE
|
CBS
|
5.3
|
9
|
5937
|
16
|
2.7
|
7732
|
|
15
|
LAW AND ORDER:SVU
|
NBC
|
5.3
|
9
|
5946
|
18
|
2.6
|
7312
|
|
15
|
RULES OF ENGAGEMENT-SPC(S)
|
CBS
|
5.3
|
8
|
5958
|
12
|
3.0
|
8469
|
|
18
|
LAW AND ORDER:SVU 9P
|
NBC
|
5.1
|
8
|
5700
|
21
|
2.5
|
7064
|
|
18
|
PRICE IS RIGHT PRIMETIME
|
CBS
|
5.1
|
9
|
5794
|
16
|
2.7
|
7785
|
|
20
|
NBC NIGHTLY NEWS 5/26(S)
|
NBC
|
5.0
|
10
|
5594
|
18
|
2.6
|
7484
|
|
21
|
CSI: MIAMI-SPC(S)
|
CBS
|
4.9
|
8
|
5492
|
21
|
2.5
|
7128
|
|
22
|
MOMENT OF TRUTH
|
FOX
|
4.6
|
8
|
5242
|
18
|
2.6
|
7403
|
|
23
|
LOST-THU 8PM
|
ABC
|
4.5
|
8
|
5078
|
23
|
2.4
|
6771
|
|
24
|
SUPERNANNY
|
ABC
|
4.4
|
7
|
5010
|
24
|
2.3
|
6685
|
|
25
|
ABC WORLD NEWS TONIGHT SP(S)
|
ABC
|
4.3
|
9
|
4826
|
27
|
2.2
|
6254
|
|
25
|
DATELINE FRI
|
NBC
|
4.3
|
8
|
4870
|
30
|
2.1
|
6139
|
|
25
|
NUMB3RS
|
CBS
|
4.3
|
8
|
4904
|
24
|
2.3
|
6479
|
|
Source: Nielsen Media Research |
|
TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending June 1 |
|
Rank |
Program |
Net |
Rtg% |
(000) |
|
1
|
LOST
|
ABC
|
4.9
|
6453
|
|
2
|
HELL'S KITCHEN
|
FOX
|
4.4
|
5823
|
|
3
|
SO YOU THINK CN DANCE-THU
|
FOX
|
3.6
|
4740
|
|
3
|
SO YOU THINK CN DANCE-WED
|
FOX
|
3.6
|
4725
|
|
5
|
TWO AND A HALF MEN-SPC(S)
|
CBS
|
3.3
|
4312
|
|
6
|
MOMENT OF TRUTH
|
FOX
|
3.0
|
3989
|
|
7
|
RULES OF ENGAGEMENT-SPC(S)
|
CBS
|
2.8
|
3706
|
|
8
|
FAMILY GUY
|
FOX
|
2.5
|
3323
|
|
8
|
LAW AND ORDER:SVU
|
NBC
|
2.5
|
3230
|
|
8
|
SUPERNANNY
|
ABC
|
2.5
|
3293
|
|
11
|
CSI: NY
|
CBS
|
2.4
|
3205
|
|
12
|
48 HOURS MYSTERY TUESDAY
|
CBS
|
2.3
|
3079
|
|
12
|
AMERICAN DAD
|
FOX
|
2.3
|
2993
|
|
12
|
HOW I MET YOUR MOTHER-SPC(S)
|
CBS
|
2.3
|
2991
|
|
15
|
CBS ELITEXC SAT NT FIGHTS(S)
|
CBS
|
2.2
|
2824
|
|
15
|
CRIMINAL MINDS
|
CBS
|
2.2
|
2855
|
|
15
|
CSI
|
CBS
|
2.2
|
2821
|
|
15
|
MILLION DOLLAR PASSWORD
|
CBS
|
2.2
|
2828
|
|
15
|
WIFE SWAP
|
ABC
|
2.2
|
2829
|
|
20
|
DATELINE SUN 9PM
|
NBC
|
2.1
|
2737
|
|
20
|
LAW AND ORDER:SVU 9P
|
NBC
|
2.1
|
2729
|
|
20
|
LOST-THU 8PM
|
ABC
|
2.1
|
2808
|
|
20
|
WITHOUT A TRACE
|
CBS
|
2.1
|
2782
|
|
24
|
AL
DIABLO CON GUAPOS THU
|
UNI
|
2.0
|
2589
|
|
24
|
AL
DIABLO CON GUAPOS WED
|
UNI
|
2.0
|
2674
|
|
24
|
BACHELORETTE SP-5/26, THE(S)
|
ABC
|
2.0
|
2679
|
|
24
|
BIG BANG THEORY, THE-SPC(S)
|
CBS
|
2.0
|
2579
|
|
24
|
CSI: MIAMI-SPC(S)
|
CBS
|
2.0
|
2626
|
|
24
|
FUEGO EN LA SANGRE TUE
|
UNI
|
2.0
|
2619
|
|
24
|
SIMPSONS
|
FOX
|
2.0
|
2633
|
|
Source: Nielsen Media Research |
|
SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending June 1 |
|
# |
PROGRAMS |
Net |
NHTI |
P2+ (000) |
|
1
|
AL
DIABLO CON GUAPOS M-F
|
UNI
|
19.7
|
4280
|
|
2
|
FUEGO EN LA SANGRE M-F
|
UNI
|
19.6
|
4233
|
|
3
|
ACHIS CACHIS 5/30(S)-05/30/2008
|
UNI
|
15.7
|
3228
|
|
4
|
DON FRANCISCO PRESENTA WE
|
UNI
|
14.8
|
2742
|
|
5
|
AQUI Y AHORA TUE
|
UNI
|
14.1
|
2647
|
|
6
|
AMAS CASA DESESPERADS THU
|
UNI
|
13.4
|
2539
|
|
7
|
YO AMO JUAN QUERENDON M-F
|
UNI
|
12.8
|
2512
|
|
8
|
CRISTINA MON
|
UNI
|
12.4
|
2495
|
|
9
|
SABADO GIGANTE SAT
|
UNI
|
12.1
|
2377
|
|
10
|
HORA PICO SUN
|
UNI
|
9.1
|
1801
|
|
11
|
NOCHE DE ESTRELLAS SUN
|
UNI
|
8.9
|
1806
|
|
12
|
FAMILIA P. LUCHE SUN
|
UNI
|
8.6
|
1864
|
|
13
|
PANTERA SUN
|
UNI
|
7.8
|
1534
|
|
14
|
CASOS FAMILIA ED ESP SAT
|
UNI
|
7.7
|
1363
|
|
15
|
VICTORIA M-F
|
TEL
|
6.2
|
1074
|
|
16
|
PECADOS AJENOS M-F
|
TEL
|
5.8
|
1128
|
|
17
|
FLM THU 1
|
AZA
|
5.6
|
1278
|
|
18
|
CINE DE LAS ESTREL SUN 2
|
TF
|
4.2
|
959
|
|
19
|
12 CORAZONES M-F
|
TEL
|
3.9
|
758
|
|
20
|
TRAICION M-F
|
TEL
|
3.5
|
636
|
|
21
|
FESTEJO CAMPEON SUN(S)-06/01/2008
|
AZA
|
3.4
|
864
|
|
21
|
CINE DE IMPACTO
|
TEL
|
3.4
|
839
|
|
23
|
CINE MILLONARIO
|
TEL
|
3.3
|
665
|
|
24
|
VIDEOS ASOMBROSOS MDO
|
TF
|
3.2
|
608
|
|
25
|
CINE DE IMPACTO II
|
TEL
|
3.1
|
642
|
|
* 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 June 1 |
|
# |
PROGRAMS |
Net |
NHTI |
P2+(000) |
|
1
|
SO YOU THINK CN DANCE-THU
|
FOX
|
4.2
|
787
|
|
2
|
FRIDAY NIGHT SMACKDOWN
|
CW
|
3.9
|
742
|
|
3
|
CBS ELITEXC SAT NT FIGHTS(S)-05/31/2008
|
CBS
|
3.8
|
732
|
|
4
|
HELL'S KITCHEN
|
FOX
|
3.7
|
728
|
|
5
|
SO YOU THINK CN DANCE-WED
|
FOX
|
3.6
|
720
|
|
6
|
MOMENT OF TRUTH
|
FOX
|
3.5
|
710
|
|
7
|
LOST
|
ABC
|
3.2
|
561
|
|
8
|
DATELINE SUN 9PM
|
NBC
|
2.9
|
480
|
|
8
|
FAMILY GUY
|
FOX
|
2.9
|
556
|
|
10
|
AMW:
AMERICA FIGHTS BACK
|
FOX
|
2.7
|
571
|
|
* 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 May 25 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
AMERICAN IDOL-WEDNESDAY
|
FOX
|
14.4
|
2851
|
|
2
|
CSI:
MIAMI
|
CBS
|
11.3
|
2062
|
|
3
|
DANCING W/STARS RESULTS
|
ABC
|
11.0
|
2014
|
|
3
|
AMERICAN IDOL-TUESDAY
|
FOX
|
11.0
|
2124
|
|
5
|
DANCING WITH THE STARS
|
ABC
|
10.6
|
2026
|
|
5
|
NBA PLAYOFFS ON ABC-SAT 3
|
ABC
|
10.6
|
1890
|
|
7
|
GREY'S ANATOMY-THU 9PM
|
ABC
|
9.6
|
1644
|
|
8
|
SHARK
|
CBS
|
9.1
|
1559
|
|
9
|
NCIS
|
CBS
|
9.0
|
1614
|
|
10
|
CSI: NY
|
CBS
|
8.5
|
1439
|
|
* Ratings based on 13.45 million African American TV homes.
Source: Nielsen Media Research |
|
TOP 20 NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending May 25
|
|
|
