medialifemagazine.com
January surprise: NBC shoots to No. 1
By Toni Fitzgerald
Jan 9, 2008 - 1:15:27 AM
Many media people had predicted that NBC would be the most hurt by the ongoing writers’ strike, which forced long-fading network shows like “Celebrity Apprentice” back on the air at midseason, alongside unproven new shows like “American Gladiators.”
Boy were they wrong.
The strike has been anything but a drag for NBC, which began rolling out an entirely new schedule on Jan. 1 and hasn’t finished lower than second on any night since.
The network easily took the week ended Jan. 6 among adults 18-49, posting its best non-Olympics weekly average rating, a 4.2, since the week ended Jan. 16, 2005, and it did so opposite Fox’s coverage of the Bowl Championship Series.
The network also won the week in total viewers for the first time since September, averaging 11.7 million.
Of course NBC also got off to a hot start last fall before seeing its ratings gradually decline.
Shows like “Apprentice,” “The Biggest Loser” and “Gladiators” will have to keep up their strong numbers opposite increasingly tough competition over the next few weeks. Plus the end of football, which gave the network the week’s top-rated show for Saturday’s AFC wild card game, will also hurt NBC’s numbers.
But even if the network falls half a point from last week, it will still be above its season-to-date 3.3 average, and could creep past lagging ABC and CBS, whose strike-hobbled lineups are rolling out more slowly. Fourth-place Fox is expected to surge into first in the coming weeks based on “American Idol.”
Unscripted programming has given NBC the biggest boost.
The network took a risk by premiering the fifth season of “Loser,” its Tuesday weight loss reality series, on New Year’s night a mere two weeks after the season four finale. TV viewing is generally light on holidays, and most reality series take off at least a month or two between cycles.
But it proved a very smart move. “Loser” posted its best-ever debut, a 4.4, despite a lengthy two-hour run time. It was up 39 percent over the previous season’s 3.1 debut.
Two nights later, Donald Trump’s “Apprentice” returned to its longtime Thursday timeslot after two seasons away and drew the franchise’s best season debut numbers since season four, averaging a 4.5.
The strong ratings for both shows certainly could be because they aired against minimal competition. But they may also have grown because NBC introduced two game-changing elements to the series. “Loser” features couples competing together for the first time, while “Apprentice” introduced celebrity contestants.
The third strong unscripted show, “Gladiators,” debuted with a 5.9 Sunday, despite facing ABC’s powerful “Desperate Housewives.” The show is based on a long-running syndicated series that pits muscle-bound professionals against regular people in tests of strength. It maintained 80 percent of its audience after moving to its regular Monday slot, a promising sign for NBC.
Meanwhile, in broadcast ratings for the week ended Jan 6:
Among adults 18-49, NBC was first with a 4.2 rating and an 11 share, followed by Fox at 3.2/9, ABC at 2.7/7, CBS at 2.3/6, Univision at 1.3/4, CW at 0.7/2, MyNetworkTV at 0.6/2, Telemundo at 0.5/1, TeleFutura at 0.3/1, and Ion and Azteca at 0.1/0.
Among adults 18-34, NBC led with a 3.3 rating and a 10 share, followed by Fox at 3.1/9, ABC at 2.1/6, Univision and CBS at 1.4/4, CW at 0.7/2, Telemundo at 0.6/1, MyNetworkTV at 0.5/2, TeleFutura at 0.4/1, Ion at 0.1/0 and Azteca at 0.0/0.
Among adults 25-54, NBC was first with a 4.7 rating and a 12 share, followed by Fox at 3.4/8, ABC at 3.2/8, CBS at 3.0/7, Univision at 1.3/3, CW at 0.7/2, MyNetworkTV at 0.6/1, Telemundo at 0.5/1, TeleFutura at 0.3/1, Ion at 0.2/0 and Azteca at 0.1/0.
Top five English-language Big Five shows (18-49s): 1. NBC’s “NFL Football” 9.8; 2. NBC’s “NFL Pregame” 8.7; Tie-3. ABC’s “Desperate Housewives” and CBS’s “NFL Postgame” 7.3; 5. NBC’s “American Gladiators” 5.9.
Top five English-language Big Five shows (total viewers): 1. NBC’s “NFL Football” 25.74 million; 2. NBC’s “NFL Pregame” 23.87 million; 3. CBS’s “NFL Postgame” 21.37 million; 4. ABC’s “Desperate Housewives” 19.78 million; 5. CBS’s “60 Minutes” 18.25 million.
Top five Live+7 English-language Big Five shows (Households, week ended Dec. 23): 1. CBS’s “CSI: Miami” 10.1; 2. NBC’s “Sunday Night Football” 8.7; 3. CBS’s “NCIS” 8.7; 4. CBS’s “60 Minutes” 8.4; 5. CBS’s “CSI: NY” 7.9.
Top five Live+7 English-language Big Five shows (18-49s, week ended Dec. 23): 1. NBC’s “Sunday Night Football” 5.0; 2. NBC’s “The Biggest Loser” 4.8; 3. CBS’s “CSI: Miami” 4.4; 4. CBS’s “Two and a Half Men – 9:30” 3.8; 5. CBS’s “Two and a Half Men” 3.7.
Show on the rise: “The Amazing Race,” CBS, Sunday 8:40 p.m. Despite airing, for the most part, head-to-head against strong shows like “Desperate Housewives” and “American Gladiators,” “Race” saw a 35 percent week-to-week increase among viewers 18-49, from a 2.9 rating to a 3.9.
Show on the decline: “Power of 10” CBS, Wednesday 8 p.m. Drew Carey’s other game show posted just a 1.6 rating among viewers 18-49, off 41 percent from the 2.7 its premiere earned back on Aug. 7.
|
PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending January 6 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
NBC
|
7.1
|
8040
|
12
|
4.1
|
11740
|
10
|
4.2
|
5450
|
11
|
|
CBS
|
5.7
|
6420
|
9
|
3.1
|
8810
|
8
|
2.3
|
3040
|
6
|
|
FOX
|
5.3
|
5990
|
9
|
3.0
|
8680
|
8
|
3.2
|
4240
|
9
|
|
ABC
|
5.3
|
5940
|
9
|
2.9
|
8370
|
7
|
2.7
|
3580
|
7
|
|
UNI
|
1.5
|
1690
|
2
|
1.1
|
3050
|
3
|
1.3
|
1720
|
4
|
|
CW
|
1.3
|
1440
|
2
|
0.7
|
1940
|
2
|
0.7
|
930
|
2
|
|
MNT
|
0.9
|
1020
|
1
|
0.5
|
1440
|
1
|
0.6
|
730
|
2
|
|
TEL
|
0.6
|
660
|
1
|
0.4
|
1160
|
1
|
0.5
|
680
|
1
|
|
ION
|
0.4
|
420
|
1
|
0.2
|
560
|
0
|
0.1
|
190
|
0
|
|
TF
|
0.3
|
370
|
1
|
0.2
|
640
|
1
|
0.3
|
410
|
1
|
|
AZA
|
0.1
|
70
|
0
|
0.0
|
110
|
0
|
0.1
|
70
|
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 6 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
7.3
|
8190
|
12
|
4.0
|
11450
|
10
|
3.3
|
4280
|
9
|
|
ABC
|
6.7
|
7520
|
11
|
3.6
|
10290
|
9
|
3.4
|
4420
|
9
|
|
NBC
|
5.6
|
6340
|
9
|
3.1
|
8930
|
8
|
3.3
|
4350
|
9
|
|
FOX
|
5.2
|
5910
|
8
|
3.0
|
8470
|
7
|
3.2
|
4130
|
8
|
|
UNI
|
1.8
|
2040
|
3
|
1.2
|
3490
|
3
|
1.5
|
1950
|
4
|
|
CW
|
1.8
|
2000
|
3
|
1.0
|
2750
|
2
|
1.1
|
1470
|
3
|
|
MNT
|
0.7
|
810
|
1
|
0.4
|
1060
|
1
|
0.4
|
520
|
1
|
|
TEL
|
0.5
|
610
|
1
|
0.3
|
1000
|
1
|
0.4
|
550
|
1
|
|
ION
|
0.4
|
440
|
1
|
0.2
|
570
|
1
|
0.1
|
170
|
0
|
|
TF
|
0.4
|
390
|
1
|
0.2
|
670
|
1
|
0.3
|
420
|
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 6 |
|
# |
PROGRAMS |
Net |
HOUSEHOLDS |
PERSONS 2+ |
|
Rtg% |
Shr |
(000) |
# |
Rtg% |
(000) |
|
1
|
NBC NFL PLAYOFF GAME 2(S)
|
NBC
|
15.0
|
25
|
16904
|
1
|
9.0
|
25736
|
|
2
|
NBC NFL PLAYOFF PRE-KICK2(S)
|
NBC
|
13.8
|
24
|
15578
|
2
|
8.3
|
23865
|
|
3
|
NBC
NFL
PLAYOFF
BRIDGE
(S)
|
NBC
|
13.6
|
24
|
15380
|
3
|
8.2
|
23482
|
|
4
|
AFC WILDCARD POST GAME(S)
|
CBS
|
13.5
|
22
|
15195
|
4
|
7.5
|
21373
|
|
5
|
DESPERATE HOUSEWIVES
|
ABC
|
12.0
|
18
|
13553
|
5
|
6.9
|
19782
|
|
6
|
60 MINUTES
|
CBS
|
11.6
|
18
|
13101
|
6
|
6.4
|
18249
|
|
7
|
LAW AND ORDER
|
NBC
|
8.9
|
14
|
10036
|
7
|
4.7
|
13455
|
|
8
|
CSI
|
CBS
|
8.5
|
13
|
9600
|
9
|
4.6
|
13254
|
|
9
|
DEAL OR NO DEAL 1/3(S)
|
NBC
|
8.2
|
13
|
9296
|
7
|
4.7
|
13409
|
|
10
|
DEAL OR NO DEAL-WED
|
NBC
|
7.8
|
12
|
8747
|
11
|
4.3
|
12330
|
|
10
|
LAW AND ORDER:SVU
|
NBC
|
7.8
|
13
|
8779
|
11
|
4.3
|
12354
|
|
12
|
TOSTITOS FIESTA BOWL(S)
|
FOX
|
7.7
|
13
|
8737
|
13
|
4.2
|
12164
|
|
13
|
NCIS - SPCL(S)
|
CBS
|
7.5
|
11
|
8421
|
17
|
4.1
|
11763
|
|
14
|
FEDEX ORANGE BOWL(S)
|
FOX
|
7.4
|
12
|
8346
|
13
|
4.2
|
11958
|
|
15
|
AMAZING RACE 12
|
CBS
|
7.3
|
11
|
8223
|
13
|
4.2
|
11985
|
|
15
|
EXTREME MAKEOVER:HOME ED.
|
ABC
|
7.3
|
11
|
8221
|
10
|
4.4
|
12597
|
|
17
|
COLD CASE
|
CBS
|
7.2
|
11
|
8144
|
20
|
3.8
|
10956
|
|
18
|
WITHOUT A TRACE
|
CBS
|
7.1
|
12
|
8054
|
21
|
3.7
|
10505
|
|
19
|
ALLSTATE SUGAR BOWL(S)
|
FOX
|
7.0
|
12
|
7851
|
17
|
4.1
|
11702
|
|
19
|
APPRENTICE 7
|
NBC
|
7.0
|
11
|
7872
|
19
|
3.9
|
11080
|
|
19
|
CASHMERE
MAFIA SP-1/6(S)
|
ABC
|
7.0
|
11
|
7866
|
21
|
3.7
|
10555
|
|
22
|
AMERICAN GLADIATORS 1/6(S)
|
NBC
|
6.7
|
10
|
7508
|
13
|
4.2
|
12063
|
|
23
|
BIGGEST LOSER 5
|
NBC
|
6.2
|
9
|
6940
|
21
|
3.7
|
10465
|
|
23
|
DEAL OR NO DEAL 1/6(S)
|
NBC
|
6.2
|
9
|
7045
|
24
|
3.6
|
10438
|
|
23
|
E.R.
|
NBC
|
6.2
|
10
|
7036
|
25
|
3.3
|
9379
|
|
Source: Nielsen Media Research |
|
TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending January 6 |
|
Rank |
Program |
Net |
Rtg% |
(000) |
|
1
|
NBC NFL PLAYOFF GAME 2(S)
|
NBC
|
9.8
|
12896
|
|
2
|
NBC NFL PLAYOFF PRE-KICK2(S)
|
NBC
|
8.7
|
11337
|
|
3
|
NBC
NFL
PLAYOFF
BRIDGE
(S)
|
NBC
|
8.4
|
11021
|
|
4
|
AFC WILDCARD POST GAME(S)
|
CBS
|
7.3
|
9510
|
|
4
|
DESPERATE HOUSEWIVES
|
ABC
|
7.3
|
9507
|
|
6
|
AMERICAN GLADIATORS 1/6(S)
|
NBC
|
5.9
|
7709
|
|
7
|
60 MINUTES
|
CBS
|
4.7
|
6202
|
|
7
|
ALLSTATE SUGAR BOWL(S)
|
FOX
|
4.7
|
6107
|
|
7
|
EXTREME MAKEOVER:HOME ED.
|
ABC
|
4.7
|
6121
|
|
10
|
APPRENTICE 7
|
NBC
|
4.5
|
5924
|
|
11
|
BIGGEST LOSER 5
|
NBC
|
4.4
|
5732
|
|
11
|
TOSTITOS FIESTA BOWL(S)
|
FOX
|
4.4
|
5817
|
|
13
|
FEDEX ORANGE BOWL(S)
|
FOX
|
4.3
|
5611
|
|
14
|
LAW AND ORDER:SVU
|
NBC
|
4.2
|
5544
|
|
15
|
SUPERNANNY SP-1/2(S)
|
ABC
|
4.0
|
5239
|
|
16
|
AMAZING RACE 12
|
CBS
|
3.9
|
5143
|
|
16
|
SIMPSONS
|
FOX
|
3.9
|
5152
|
|
18
|
CASHMERE
MAFIA SP-1/6(S)
|
ABC
|
3.8
|
4972
|
|
18
|
LAW AND ORDER
|
NBC
|
3.8
|
4916
|
|
20
|
DEAL OR NO DEAL 1/3(S)
|
NBC
|
3.7
|
4907
|
|
21
|
E.R.
|
NBC
|
3.6
|
4724
|
|
21
|
SUPERNANNY
|
ABC
|
3.6
|
4763
|
|
23
|
DEAL OR NO DEAL-WED
|
NBC
|
3.5
|
4552
|
|
24
|
CSI
|
CBS
|
3.3
|
4294
|
|
24
|
KING OF THE HILL
|
FOX
|
3.3
|
4265
|
|
24
|
WIFE SWAP
|
ABC
|
3.3
|
4359
|
|
Source: Nielsen Media Research |
|
SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending January 6 |
|
# |
PROGRAMS |
Net |
NHTI |
P2+ (000) |
|
1
|
PASION M-F
|
UNI
|
17.2
|
3862
|
|
2
|
AMAR SIN LIMITES M-F
|
UNI
|
16.9
|
3873
|
|
3
|
DON FRANCISCO PRESENTA WE
|
UNI
|
16.8
|
3645
|
|
4
|
VER
PARA CREER 1/3(S)-01/03/2008
|
UNI
|
16.0
|
3504
|
|
5
|
YO AMO JUAN QUERENDON M-F
|
UNI
|
15.2
|
3562
|
|
6
|
FAMILIA P. LUCHE FRI
|
UNI
|
14.7
|
3454
|
|
7
|
RETRO P. LUCHE FRI
|
UNI
|
14.4
|
3334
|
|
8
|
5 MAGNIFICOS SUN
|
UNI
|
14.0
|
3106
|
|
9
|
SABADO GIGANTE SAT
|
UNI
|
12.7
|
2660
|
|
10
|
HORA PICO SUN
|
UNI
|
12.1
|
2612
|
|
11
|
FELIZ 2008 12/31(S)-12/31/2007
|
UNI
|
11.8
|
2876
|
|
12
|
LATIN GRAMMY 07 1/1(S)-01/01/2008
|
UNI
|
9.7
|
1994
|
|
13
|
GRANDES-VINA MAR 1/5(S)-01/05/2008
|
UNI
|
9.1
|
1727
|
|
14
|
PREMIOS JUVENTUD 07 12/31(S)-12/31/2007
|
UNI
|
8.9
|
1865
|
|
15
|
NEW YEAR DAY FILM VI 1/1(S)-01/01/2008
|
TEL
|
8.6
|
2011
|
|
16
|
VICTORIA M-F
|
TEL
|
7.2
|
1501
|
|
17
|
NEW YEAR DAY FILM V 1/1(S)-01/01/2008
|
TEL
|
6.2
|
1476
|
|
18
|
MADRE LUNA M-F
|
TEL
|
6.1
|
1198
|
|
19
|
12 CORAZONES M-F
|
TEL
|
4.8
|
992
|
|
20
|
PECADOS AJENOS M-F
|
TEL
|
4.6
|
904
|
|
21
|
CINE DE IMPACTO
|
TEL
|
4.5
|
1179
|
|
22
|
CINE DE LAS ESTREL SUN 2
|
TF
|
4.0
|
794
|
|
23
|
CINE NUESTRO
|
TEL
|
3.8
|
732
|
|
24
|
ETERNAMENTE SELENA 12/31(S)-12/31/2007
|
TEL
|
3.7
|
690
|
|
24
|
CONCIERTO:A AGUILAR 12/31(S)-12/31/2007
|
TEL
|
3.7
|
644
|
|
* 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 6 |
|
# |
PROGRAMS |
Net |
NHTI |
P2+(000) |
|
1
|
NBC NFL PLAYOFF GAME 2(S)-01/05/2008
|
NBC
|
8.4
|
1530
|
|
2
|
AFC WILDCARD POST GAME(S)-01/06/2008
|
CBS
|
7.8
|
1246
|
|
3
|
NBC NFL PLAYOFF PRE-KICK2(S)-01/05/2008
|
NBC
|
7.4
|
1412
|
|
4
|
NBC
NFL
PLAYOFF
BRIDGE
(S)-01/05/2008
|
NBC
|
7.0
|
1290
|
|
5
|
DESPERATE HOUSEWIVES
|
ABC
|
5.4
|
915
|
|
5
|
60 MINUTES
|
CBS
|
5.4
|
849
|
|
7
|
AMERICAN GLADIATORS 1/6(S)-01/06/2008
|
NBC
|
5.3
|
1014
|
|
8
|
FRIDAY NIGHT SMACKDOWN
|
CW
|
5.1
|
977
|
|
9
|
AMW:
AMERICA FIGHTS BACK
|
FOX
|
4.5
|
876
|
|
10
|
COPS 2
|
FOX
|
4.2
|
838
|
|
* 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 December 30 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
NBC SUNDAY NIGHT FOOTBALL
|
NBC
|
13.1
|
2508
|
|
2
|
NFL SAT NIGHT SPECIAL
|
CBS
|
9.6
|
1957
|
|
3
|
OT, THE
|
FOX
|
8.7
|
1670
|
|
4
|
NBC NFL SPECIAL 12/29
|
NBC
|
8.4
|
1627
|
|
5
|
SUNDAY NIGHT NFL PRE-KICK
|
NBC
|
8.0
|
1617
|
|
6
|
CSI
|
CBS
|
7.4
|
1387
|
|
7
|
WITHOUT A TRACE
|
CBS
|
7.1
|
1345
|
|
8
|
CRIMINAL MINDS - 8PM SPC
|
CBS
|
6.8
|
1189
|
|
9
|
60 MINUTES
|
CBS
|
6.7
|
1271
|
|
10
|
FOOTBALL NT
AMERICA PT 3
|
NBC
|
6.1
|
1227
|
|
* Ratings based on 13.45 million African American TV homes.
Source: Nielsen Media Research |
|
TOP 30 NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending December 23 |
|
# |
PROGRAMS |
Net |
Episode |
Households |
Persons 2+ |
|
US
Rtg% |
Shr |
(000) |
(000) |
|
1 |
CBS NFL NATIONAL
|
CBS
|
VARIOUS TEAMS AND TIMES
|
12.5
|
26
|
14119
|
20454
|
|
2 |
FOX NFL SUNDAY-SINGLE
|
FOX
|
VARIOUS TEAMS AND TIMES
|
11.4
|
26
|
12830
|
17782
|
|
3 |
CBS NFL NATL POST GUN
|
CBS
|
VARIOUS TEAMS AND TIMES
|
10.1
|
20
|
11379
|
16547
|
|
4 |
NBC SUNDAY NIGHT FOOTBALL
|
NBC
|
WASHINGTON
AT
MINNESOTA
|
8.7
|
16
|
9846
|
14104
|
|
5 |
CBS NFL REG POST GUN
|
CBS
|
VARIOUS TEAMS AND TIMES
|
7.7
|
17
|
8716
|
12399
|
|
6 |
CBS NFL REGIONAL
|
CBS
|
VARIOUS TEAMS AND TIMES
|
6.8
|
16
|
7678
|
10545
|
|
7 |
SUNDAY NIGHT NFL PRE-KICK
|
NBC
|
|
6.2
|
12
|
6962
|
9746
|
|
8 |
NBC NFL SUNDAY POST
|
NBC
|
|
5.0
|
10
|
5692
|
7701
|
|
9 |
FOX NFL SUNDAY-POST
|
FOX
|
VARIOUS TEAMS AND TIMES
|
4.8
|
11
|
5442
|
7092
|
|
10 |
FOOTBALL NT
AMERICA PT 3
|
NBC
|
|
4.7
|
9
|
5332
|
7389
|
|
11 |
FOOTBALL NT
AMERICA PT 2
|
NBC
|
|
3.6
|
7
|
4060
|
5618
|
|
12 |
FOX NFL SUNDAY-PRE
|
FOX
|
|
3.1
|
8
|
3534
|
4548
|
|
13 |
CBS NFL TODAY
|
CBS
|
|
3.0
|
8
|
3330
|
4254
|
|
14 |
FRIDAY NIGHT SMACKDOWN
|
CW
|
|
2.9
|
5
|
3260
|
5019
|
|
15 |
NCAA BASKETBALL-SAT-2
|
CBS
|
FLORIDA
AT
OHIO
STATE
|
1.4
|
3
|
1608
|
2038
|
|
16 |
NBC SPORTS SPECIAL 12/22B(S)-12/22/2007
|
NBC
|
BORTANO SKATING
|
1.3
|
3
|
1515
|
1835
|
|
17 |
NBC SPORTS SPECIAL 12/23B(S)-12/23/2007
|
NBC
|
WYNONNA TRIBUTE ON ICE
|
1.3
|
3
|
1452
|
1766
|
|
18 |
3-TOUR GOLF CHALLENGE-SAT(S)-12/22/2007
|
ABC
|
|
1.2
|
3
|
1328
|
1589
|
|
19 |
NCAA BASKETBALL-SAT-1
|
CBS
|
UCLA AT
MICHIGAN
|
1.0
|
3
|
1104
|
1281
|
