The broadcast networks may be losing young viewers, the ones that advertisers chase after, but among older viewers they’re doing quite well this summer.
In fact, their viewership has increased more than any other demographic.
The Big Five networks’ combined average rating among viewers 50 and older is up 4 percent compared with last summer, from a 12.1 to a 12.6, according to Nielsen data analyzed by Magna. By comparison, 18-49s are down 5 percent.
That’s also the highest aggregate rating for any demographic, and for once it’s not CBS that’s responsible for the growth, though it's still by far the top-rated network among 50-plus viewers.
This summer the other Big Four networks also have hit shows among older viewers, and CBS is actually the only one that hasn’t seen growth. Its 4.7 rating is flat to last summer.
NBC is second with a 3.3 average, up 6 percent over last summer’s 3.1. Fox has seen the most growth, up 13 percent from a 2.3 to a 2.6. Fourth-place ABC is also up, 4 percent from a 2.4 to a 2.5.
The CW slipped 17 percent from a 0.6 to a 0.5, reflecting similar declines across every demo in a summer where its only original programming is “WWE Smackdown.”
Some of this year’s ratings gains are due to shows that perform well among younger viewers, like adults 18-49, as well as older ones.
NBC’s “America’s Got Talent,” for example, is the top original show this summer with viewers over 50, at a 7.3 rating, while ranking third among 18-49s, at a 3.6 rating. ABC’s “Wipeout,” too, has become a top show in both demos.
But some of the ratings growth among 50-pluses has come from programs that do much better with older viewers than younger ones.
NBC’s recently concluded “Nashville Star” was a bust among 18-49s, yet among 50-plus viewers, the show averaged a 3.4 rating, more than double its 18-49 average. Same with the network’s “Celebrity Family Feud,” which pulled a 4.8 with older viewers and a mere 1.9 with 18-49s.
Clearly game shows are big with over-50s. Fox’s “Are You Smarter Than a 5th Grader” and CBS’s “Million Dollar Password” are the No. 1 shows in the demo on their respective networks, though among 18-49s they rank quite a bit lower.
***
Meanwhile, in broadcast ratings for the week ended Aug. 3:
Among adults 18-49, Fox was first with a 1.8 rating and a 6 share, followed by NBC at 1.7/6, ABC and CBS at 1.5/5, Univision at 1.4/5, CW at 0.5/1, Telemundo at 0.4/1, MyNetworkTV and TeleFutura at 0.3/1 and Ion and Azteca at 0.1/0.
Among adults 18-34, Univision was first with a 1.7 average rating and a 6 share, followed by Fox at 1.6/6, NBC at 1.3/5, ABC at 1.1/4, CBS at 1.0/4, Telemundo and CW at 0.5/2, Telefutura at 0.3/1, MyNetworkTV at 0.2/1, Azteca at 0.1/0 and at Ion 0.0/0.
Among adults 25-54, NBC was first with a 2.1 average rating and a 6 share, followed by CBS and Fox at 2.0/6, ABC at 1.7/5, Univision at 1.4/4, CW at 0.6/2, Telemundo at 0.4/1, MyNetworkTV and Telefutura at 0.3/1 and Ion and Azteca at 0.1/0.
Top five English-language Big Five shows (18-49s): 1. NBC’s “America’s Got Talent” 3.7; 2. ABC’s “Wipeout” 3.6; 3. Fox’s “So You Think You Can Dance - Wednesday” 3.0; Tie-4. CBS’s “Two and a Half Men” and “So You Think You Can Dance – Thursday” 2.9.
Top five English-language Big Five shows (total viewers): 1. NBC’s “America’s Got Talent” 13.85 million; 2. ABC’s “Wipeout” 9.70 million; 3. CBS’s “Two and a Half Men” 9.35 million; 4. Fox’s “So You Think You Can Dance – Wednesday” 8.84 million; 5. CBS’s “Criminal Minds” 8.70 million.
Top five Live+7 English-language Big Five shows (households, week ended July 20): 1. Fox’s “MLB All-Star Game” 9.3; 2. NBC’s “America’s Got Talent” 8.3; 3. Fox’s “MLB All-Star Pregame” 6.9; 4. CBS’s “Criminal Minds” 6.3; 5. CBS’s “CSI” 6.1.
Top five Live+7 English-language Big Five shows (18-49s, week ended July 20): 1. Fox’s “MLB All-Star Game” 4.6; 2. ABC’s “Wipeout” 3.6; 3. Fox’s “So You Think You Can Dance – Wednesday” 3.5; 4. NBC’s “America’s Got Talent” 3.4; Tie-5. Fox’s “MLB All-Star Pregame” and “So You Think You Can Dance – Thursday” 3.1.
Show on the rise: “Big Brother,” CBS, Thursday 8 p.m. The reality staple took over a new timeslot and posted a 2.3 among 18-49s, up 44 percent from the 1.6 “Greatest American Dog” earned in the slot the previous week, and also up almost 10 percent from the previous Wednesday’s 2.1.
Show on the decline: “The Mole,” ABC, Monday 10 p.m. The series posted a 1.2 among 18-49s last week, down 14 percent from the previous week’s 1.4.
|
WEEKLY PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending August 4 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
4.2
|
4780
|
8
|
2.2
|
6290
|
6
|
1.5
|
2030
|
5
|
|
NBC
|
3.7
|
4130
|
7
|
2.0
|
5670
|
6
|
1.7
|
2250
|
6
|
|
FOX
|
3.3
|
3720
|
6
|
1.8
|
5070
|
5
|
1.8
|
2300
|
6
|
|
ABC
|
2.8
|
3210
|
5
|
1.5
|
4410
|
5
|
1.5
|
1910
|
5
|
|
UNI
|
1.7
|
1930
|
3
|
1.1
|
3280
|
3
|
1.4
|
1850
|
5
|
|
CW
|
1.0
|
1130
|
2
|
0.5
|
1510
|
2
|
0.5
|
700
|
2
|
|
MNT
|
0.6
|
680
|
1
|
0.3
|
880
|
1
|
0.3
|
380
|
1
|
|
TEL
|
0.5
|
620
|
1
|
0.3
|
920
|
1
|
0.4
|
530
|
1
|
|
TF
|
0.3
|
350
|
1
|
0.2
|
620
|
1
|
0.3
|
370
|
1
|
|
ION
|
0.3
|
290
|
0
|
0.1
|
360
|
0
|
0.1
|
90
|
0
|
|
AZA
|
0.1
|
110
|
0
|
0.1
|
180
|
0
|
0.1
|
110
|
0
|
|
*
Each rating point is equivalent to
1. 128
million homes
Source: Nielsen Media Research
|
|
SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending August 4 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
6.2
|
7000
|
10
|
3.4
|
9650
|
9
|
2.7
|
3510
|
7
|
|
FOX
|
6.0
|
6780
|
10
|
3.5
|
10100
|
9
|
3.8
|
4980
|
11
|
|
ABC
|
5.4
|
6120
|
9
|
2.9
|
8380
|
8
|
2.8
|
3610
|
8
|
|
NBC
|
4.9
|
5480
|
8
|
2.7
|
7590
|
7
|
2.6
|
3370
|
7
|
|
UNI
|
1.8
|
2030
|
3
|
1.2
|
3510
|
3
|
1.5
|
1970
|
4
|
|
CW
|
1.6
|
1750
|
3
|
0.8
|
2400
|
2
|
1.0
|
1260
|
3
|
|
MNT
|
0.7
|
840
|
1
|
0.4
|
1100
|
1
|
0.4
|
530
|
1
|
|
TEL
|
0.6
|
650
|
1
|
0.4
|
1040
|
1
|
0.4
|
570
|
1
|
|
TF
|
0.3
|
380
|
1
|
0.2
|
640
|
1
|
0.3
|
410
|
1
|
|
ION
|
0.3
|
380
|
1
|
0.2
|
490
|
0
|
0.1
|
150
|
0
|
|
AZA
|
0.1
|
100
|
0
|
0.1
|
150
|
0
|
0.1
|
100
|
0
|
|
*
Each rating point is equivalent to
1. 128
million homes
Note: These viewing estimates are a weighted average of pre-TSV and Live+7 data, except for the most recent two weeks which are based Live+SD viewing
Source: Nielsen Media Research
|
|
TOP 25 PROGRAMS – BROADCAST
Ranked on Households
Week Ending August 4 |
|
# |
PROGRAMS |
Net |
HOUSEHOLDS |
PERSONS 2+ |
|
Rtg% |
Shr |
(000) |
# |
Rtg% |
(000) |
|
1
|
AMERICA
'S GOT TALENT
|
NBC
|
8.1
|
13
|
9172
|
1
|
4.8
|
13846
|
|
2
|
TWO AND A HALF MEN
|
CBS
|
6.2
|
10
|
6956
|
3
|
3.3
|
9345
|
|
3
|
CSI:
MIAMI
|
CBS
|
5.9
|
10
|
6697
|
8
|
2.9
|
8439
|
|
4
|
CRIMINAL MINDS
|
CBS
|
5.8
|
10
|
6539
|
5
|
3.0
|
8702
|
|
5
|
NCIS
|
CBS
|
5.7
|
10
|
6408
|
5
|
3.0
|
8501
|
|
6
|
SO YOU THINK CN DANCE-WED
|
FOX
|
5.6
|
9
|
6271
|
4
|
3.1
|
8841
|
|
7
|
60 MINUTES
|
CBS
|
5.5
|
11
|
6209
|
9
|
2.8
|
8077
|
|
7
|
CSI
|
CBS
|
5.5
|
9
|
6162
|
9
|
2.8
|
8033
|
|
7
|
SO YOU THINK CN DANCE-THU
|
FOX
|
5.5
|
9
|
6223
|
5
|
3.0
|
8694
|
|
10
|
CSI: NY
|
CBS
|
5.2
|
9
|
5878
|
11
|
2.7
|
7785
|
|
10
|
FLASHPOINT
|
CBS
|
5.2
|
9
|
5843
|
11
|
2.7
|
7677
|
|
10
|
PRIMETIME: LAST LECTURE 2(S)
|
ABC
|
5.2
|
9
|
5815
|
11
|
2.7
|
7653
|
|
10
|
WIPEOUT
|
ABC
|
5.2
|
9
|
5908
|
2
|
3.4
|
9699
|
|
14
|
OLD CHRISTINE
|
CBS
|
5.0
|
8
|
5612
|
14
|
2.6
|
7502
|
|
15
|
HOUSE-MON 9P
|
FOX
|
4.9
|
8
|
5503
|
14
|
2.6
|
7416
|
|
16
|
CELEBRITY FAMILY FEUD
|
NBC
|
4.8
|
8
|
5441
|
14
|
2.6
|
7533
|
|
16
|
LAW AND ORDER:SVU
|
NBC
|
4.8
|
8
|
5436
|
18
|
2.5
|
7206
|
|
18
|
NBC NFL PRE-SEASON 8/3(S)
|
NBC
|
4.7
|
8
|
5328
|
14
|
2.6
|
7446
|
|
19
|
PRIMETIME: CRIME
|
ABC
|
4.4
|
8
|
4976
|
20
|
2.2
|
6284
|
|
20
|
BIG BROTHER 10-SUN
|
CBS
|
4.3
|
8
|
4835
|
19
|
2.3
|
6606
|
|
21
|
BIG BROTHER 10-THU
|
CBS
|
4.2
|
8
|
4702
|
20
|
2.2
|
6392
|
|
21
|
BONES-MON 8P
|
FOX
|
4.2
|
7
|
4775
|
20
|
2.2
|
6355
|
|
23
|
COLD CASE 10PM
|
CBS
|
4.0
|
7
|
4501
|
28
|
2.0
|
5762
|
|
23
|
DATELINE FRI
|
NBC
|
4.0
|
8
|
4555
|
32
|
1.9
|
5550
|
|
23
|
NUMB3RS 9PM
|
CBS
|
4.0
|
7
|
4478
|
23
|
2.1
|
6107
|
|
Source: Nielsen Media Research |
|
TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending August 4 |
|
Rank |
Program |
Net |
Rtg% |
(000) |
|
1
|
AMERICA
'S GOT TALENT
|
NBC
|
3.7
|
4785
|
|
2
|
WIPEOUT
|
ABC
|
3.6
|
4664
|
|
3
|
SO YOU THINK CN DANCE-WED
|
FOX
|
3.0
|
3878
|
|
4
|
SO YOU THINK CN DANCE-THU
|
FOX
|
2.9
|
3839
|
|
4
|
TWO AND A HALF MEN
|
CBS
|
2.9
|
3856
|
|
6
|
NBC NFL PRE-SEASON 8/3(S)
|
NBC
|
2.6
|
3390
|
|
7
|
HOUSE-MON 9P
|
FOX
|
2.5
|
3235
|
|
7
|
OLD CHRISTINE
|
CBS
|
2.5
|
3260
|
|
9
|
FAMILY GUY
|
FOX
|
2.4
|
3123
|
|
9
|
PRIMETIME: LAST LECTURE 2(S)
|
ABC
|
2.4
|
3158
|
|
11
|
BIG BROTHER 10-SUN
|
CBS
|
2.3
|
3049
|
|
11
|
BIG BROTHER 10-THU
|
CBS
|
2.3
|
3028
|
|
11
|
I SURVED-JAPANESE GM SHOW
|
ABC
|
2.3
|
2968
|
|
14
|
BIG BROTHER 10-TUE
|
CBS
|
2.2
|
2908
|
|
14
|
SIMPSONS SP-8/3 8:30P(S)
|
FOX
|
2.2
|
2900
|
|
16
|
AMERICAN DAD
|
FOX
|
2.1
|
2707
|
|
16
|
BABY BORROWERS
|
NBC
|
2.1
|
2749
|
|
18
|
AL
DIABLO CON GUAPOS THU
|
UNI
|
2.0
|
2577
|
|
18
|
AL
DIABLO CON GUAPOS WED
|
UNI
|
2.0
|
2584
|
|
18
|
CELEBRITY FAMILY FEUD
|
NBC
|
2.0
|
2637
|
|
18
|
CSI:
MIAMI
|
CBS
|
2.0
|
2630
|
|
18
|
FUEGO EN LA SANGRE THU
|
UNI
|
2.0
|
2679
|
|
18
|
LAW AND ORDER:SVU
|
NBC
|
2.0
|
2592
|
|
24
|
AL
DIABLO CON GUAPOS MON
|
UNI
|
1.9
|
2469
|
|
24
|
AL
DIABLO CON GUAPOS TUE
|
UNI
|
1.9
|
2476
|
|
24
|
AMERICAN GLADIATORS
|
NBC
|
1.9
|
2476
|
|
24
|
BONES-MON 8P
|
FOX
|
1.9
|
2434
|
|
24
|
FLASHPOINT
|
CBS
|
1.9
|
2432
|
|
24
|
FUEGO EN LA SANGRE TUE
|
UNI
|
1.9
|
2546
|
|
24
|
FUEGO EN LA SANGRE WED
|
UNI
|
1.9
|
2471
|
|
24
|
LAST COMIC STANDING 6
|
NBC
|
1.9
|
2553
|
|
24
|
PRIMETIME: CRIME
|
ABC
|
1.9
|
2539
|
|
Source: Nielsen Media Research |
|
SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending August 4 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+ (000) |
|
1
|
AL
DIABLO CON GUAPOS M-F
|
UNI
|
20.0
|
4302
|
|
2
|
FUEGO EN LA SANGRE M-F
|
UNI
|
19.1
|
4092
|
|
3
|
CRISTINA MON
|
UNI
|
17.0
|
3223
|
|
4
|
AQUI Y AHORA TUE
|
UNI
|
16.1
|
2941
|
|
5
|
ROSA
DE GUADALUPE M-F
|
UNI
|
13.9
|
2805
|
|
6
|
DON FRANCISCO PRESENTA WE
|
UNI
|
13.1
|
2591
|
|
7
|
QUERIDA ENEMIGA M-F
|
UNI
|
12.7
|
2469
|
|
8
|
SABADO GIGANTE SAT
|
UNI
|
10.8
|
2046
|
|
9
|
HISTORIAS
PARA CONTAR 8/3(S)-08/03/2008
|
UNI
|
10.1
|
2025
|
|
10
|
PANTERA SUN
|
UNI
|
10.0
|
2098
|
|
11
|
FC BARCLNA CHIVAS GDJA8/3(S)-08/03/2008
|
UNI
|
8.2
|
1856
|
|
12
|
VICTORIA M-F
|
TEL
|
7.5
|
1358
|
|
13
|
SN SENOS NO HAY PARAISO M-F
|
TEL
|
7.1
|
1304
|
|
14
|
FABRICA DE RISAS SAT
|
UNI
|
5.3
|
1020
|
|
15
|
12 CORAZONES M-F
|
TEL
|
4.1
|
798
|
|
16
|
CINE DE LAS ESTREL SUN 2
|
TF
|
3.8
|
897
|
|
17
|
MARAV MUNDO DISNEY 8/3(S)-08/03/2008
|
TEL
|
3.6
|
710
|
|
18
|
SUPER LIGA 7/29(S)-07/29/2008
|
TF
|
3.4
|
727
|
|
18
|
JURAMENTO M-F
|
TEL
|
3.4
|
582
|
|
20
|
FUTBOL LIGA MEX SAT
|
TF
|
3.3
|
685
|
|
20
|
CINE MILLONARIO
|
TEL
|
3.3
|
594
|
|
22
|
SUPER LIGA 7/30(S)-07/30/2008
|
TF
|
3.0
|
703
|
|
22
|
CINE DE LAS ESTRELLAS M-THU
|
TF
|
3.0
|
677
|
|
24
|
CINE DE LAS ESTREL SAT
|
TF
|
2.8
|
484
|
|
24
|
VIDEOS ASOMBROSOS MDO SUN
|
TF
|
2.8
|
511
|
|
24
|
VIDEOS ASOMBROSOS MDO SAT
|
TF
|
2.8
|
586
|
|
24
|
CASO CERRADO ED ESP 8/2(S)-08/02/2008
|
TEL
|
2.8
|
555
|
|
Source: Nielsen Media Research |
|
HISPANIC ENGLISH-LANGUAGE VIEWING
Ranked on Households
Week Ending August 4 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
AMERICA
'S GOT TALENT
|
NBC
|
4.0
|
817
|
|
2
|
FRIDAY NIGHT SMACKDOWN
|
CW
|
3.8
|
704
|
|
3
|
WIPEOUT
|
ABC
|
3.4
|
648
|
|
4
|
FAMILY GUY
|
FOX
|
3.3
|
702
|
|
4
|
TWO AND A HALF MEN
|
CBS
|
3.3
|
525
|
|
6
|
AMERICAN DAD
|
FOX
|
3.2
|
627
|
|
7
|
SIMPSONS SP-8/3 8:30P(S)-08/03/2008
|
FOX
|
3.1
|
661
|
|
8
|
PRIMETIME: LAST LECTURE 2(S)-07/29/2008
|
ABC
|
3.0
|
512
|
|
9
|
SO YOU THINK CN DANCE-WED
|
FOX
|
2.9
|
510
|
|
10
|
SO YOU THINK CN DANCE-THU
|
FOX
|
2.8
|
467
|
|
Source: Nielsen Media Research |
|
AFRICAN AMERICAN AUDIENCE ESTIMATES
Ranked on Households
Week Ending July 27 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
AMERICA
'S GOT TALENT
|
NBC
|
8.5
|
1590
|
|
2
|
CSI:
MIAMI
|
CBS
|
7.9
|
1353
|
|
3
|
SO YOU THINK CN DANCE-WED
|
FOX
|
6.6
|
1362
|
|
3
|
CELEBRITY FAMILY FEUD
|
NBC
|
6.6
|
1151
|
|
5
|
LAW AND ORDER:SVU
|
NBC
|
6.2
|
1063
|
|
6
|
SO YOU THINK CN DANCE-THU
|
FOX
|
6.0
|
1072
|
|
7
|
HOUSE-MON 9P
|
FOX
|
5.6
|
941
|
|
8
|
CSI: NY
|
CBS
|
5.4
|
951
|
|
9
|
CRIMINAL MINDS
|
CBS
|
5.3
|
891
|
|
9
|
NCIS
|
CBS
|
5.3
|
756
|
|
* Ratings based on 13.65 million African American TV homes.
Source: Nielsen Media Research |
|
TOP 20 NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending July 27
|
|
# |
