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Media buyers:
November belongs to Fox

Pick the network to come in first in sweeps

By Louisa Ada Seltzer
Nov 2, 2009

The pattern is evident in the ratings. After stumbling for so many falls, this fall Fox finally has its primetime lineup working right. It's already slid into first place among 18-49 viewers.

It's a point not lost on media planners and buyers. In poll in Media Life last week, they chose Fox as the network most likely to win November sweeps and also the most improved of the broadcast networks.

"Fox is the new young and hip channel, while NBC turned into a retirement home," wrote one respondent.

Wrote another: "Fox is loaded with shows that perform well, if not spectacular. Thursdays have improved significantly, and 'House' is doing very well on Mondays."

And yet another: "Fox's Sunday Animation Domination lineup has been performing solidly for them. 'House' is performing brilliantly in a tough Monday slot. 'Glee' is Fox's rookie of the year on Wednesday nights. Even though 'Fringe' is down from last season's numbers, it is helping Fox's overall Thursday numbers along with 'Bones.'"

Asked which network would win in the November ratings period, 42 percent of respondents picked Fox.

CBS came in a distant second at 29 percent.

Asked which network would finish No. 2, as you would guess, that honor went to CBS, at 46 percent, with Fox a close second at 33 percent.

ABC is seen as the likely No. 3 finisher in November sweeps, with 60 percent of the vote.

Asked which network would finish fourth, there was little doubt it would be NBC. The network got 85 percent of the vote.

In terms of the most improved network, Fox got 34 percent of the vote, edging out ABC with 31 percent. Third was CBS at 23 percent.

Readers were a lot more divided on which show would be canceled next. ABC's "Hank" and CBS's "Three Rivers" tied for No. 1 at just over 25 percent of the vote. Fox's "Brothers" and NBC's "Trauma," which actually received the honor last week, were neck and neck for second, each getting 22 percent of the vote. The CW's "Melrose Place" was fifth at 3 percent of the vote. The remaining 3 percent wrote in names of shows.

The last question Media Life asked readers was how well they thought the World Series would do on Fox. Quite well seems to be the sentiment among media buyers, based on the first several games.

Just under 63 percent agreed with this statement: "Very well. It will be way up over last year with the New York Yankees playing."

Under a third, 30 percent, agreed with this statement: "So-so. It will be up slightly over last year, but that's nothing to celebrate -- last year had all-time-worst numbers." Just 7 percent thought it would do worse than last year.

Louisa Ada Seltzer is a staff writer for Media Life.	© 2009 Media Life Magazine

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