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Post-strike,
viewers are flocking back


Ratings are well up for CBS's Monday lineup

Apr 2, 2008
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When TV viewers abandoned broadcast in droves during the writers’ strike and its aftermath, the big issue was just how many would return.

It looks like they're coming back in sizable numbers. 

CBS, the first network to get new episodes of its scripted shows back on the air, has seen very strong ratings for its Monday lineup, with several programs hitting season highs. In fact, the network’s Monday is stronger now than when it went on hiatus in November, even against strong competition from ABC’s “Dancing with the Stars.”

The network has won two consecutive Mondays among adults 18-49 and 25-54 after winning none opposite the ABC show last fall. More impressively, its Monday average has soared 13 percent compared with last fall, from a 3.9 to a 4.4 the past two weeks with all-new episodes.

Nearly every show in its Monday lineup has hit a season best over the past two weeks. “How I Met Your Mother” has seen the biggest jumps, setting a series high with last week’s episode featuring Britney Spears’ much-touted cameo and averaging a 4.3 in three outings, up 34 percent over the show’s 3.2 average last fall despite moving to a new 8:30 p.m. timeslot.

The 9:30 p.m. “The New Adventures of Old Christine” has hit two season highs, including a 4.4 for Monday’s season finale. “Mother” and “Christine” are now expected to return for fourth seasons after entering the strike on the bubble due to low ratings.

“Two and a Half Men” and “CSI: Miami,” Monday’s highest-rated sitcom and drama respectively, also improved on their averages from last fall in their returns.

These numbers have to come as a relief to the broadcast networks.

A couple polls during the strike suggested that viewers had been lost for good to other media, such as cable, online videos or even books.

Most promising for CBS, which saw the biggest ratings declines from the strike because it aired the most reruns, is that the bump in ratings seems lasting rather than temporary. The shows haven’t seen substantial week-to-week declines and most are up compared with last year, whereas last fall nearly all of them were down compared with last year.

During fourth quarter, CBS’s Monday night average slipped 5 percent compared with the same time last year, and shows like “Mother” and “Miami” hit series lows.

But the lure of fresh broadcast fare likely attracted some new viewers to these shows, and at least for now they will be sticking around. CBS was smart to push to get its shows back on the air quickly, and its cause was helped by the strong promotional platform provided by the NCAA tournament, which tipped off nearly two weeks ago.
 
Though ratings for the tournament are down compared with last year, the games still draw a wide audience, and apparently the promotions connected with very young viewers. Older-skewing CBS had the highest-rated show among adults 18-34 last Monday with “Mother,” which averaged a 3.6.

***

Meanwhile, in broadcast ratings for the week ended March 30:
 
Among adults 18-49, Fox was first with a 3.7 rating and a 10 share, followed by CBS at 3.1/9, ABC at 2.6/7, NBC at 2.3/6, Univision at 1.6/4, CW at 0.9/2, MyNetworkTV and Telemundo at 0.4/1, TeleFutura at 0.2/1, and Ion and Azteca at 0.1/0.
 
Among adults 18-34, Fox led with a 3.2 rating and a 10 share, followed by CBS at 2.6/8, ABC at 2.0/6, Univision at 1.9/6, NBC at 1.5/5, CW at 0.9/3, Telemundo and MyNetworkTV at 0.4/1, Telefutura at 0.2/1, and Ion and Azteca at 0.1/0.
 
Among adults 25-54, Fox was first with a 4.2 rating and a 10 share, followed by CBS at 3.7/10, ABC at 3.2/8, NBC at 2.9/7, Univision at 1.5/4, CW at 0.9/2, MyNetworkTV at 0.5/1, Telemundo at 0.4/1, TeleFutura at 0.2/1, Ion at 0.2/0 and Azteca at 0.1/0.
 
Top five English-language Big Five shows (18-49s): 1. Fox’s “American Idol - Wednesday” 9.8; 2. Fox’s “American Idol - Tuesday” 9.7; 3. CBS’s “Two and a Half Men” 5.2; 4. ABC’s “Dancing with the Stars” 5.1; 5. CBS’s “CSI: Miami” 4.9.
 
Top five English-language Big Five shows (total viewers): 1. Fox’s “American Idol - Wednesday” 25.74 million; 2. Fox’s “American Idol - Tuesday” 24.76 million; 3. ABC’s “Dancing with the Stars” 20.52 million; 4. ABC’s “Dancing with the Stars Results” 17.49 million; 5. CBS’s “CSI: Miami” 16.06 million.
 
Top five Live+7 English-language Big Five shows (households, week ended March 16): Fox’s “American Idol – Tuesday” 17.5; 2. Fox’s “American Idol - Wednesday” 16.4; Tie-3. NBC’s “Law & Order” and ABC’s “Lost” 8.4; 5. CBS’s “Survivor” 8.3.
 
Top five Live+7 English-language Big Five shows (18-49s, week ended March 16): 1. Fox’s “American Idol - Tuesday” 11.6; 2. Fox’s “American Idol - Wednesday” 10.7; 3. ABC’s “Lost” 5.9; 4. CBS’s “Survivor” 4.7; 5. Fox’s “Moment of Truth” 4.4.
 
Show on the rise: “Celebrity Apprentice,” NBC, Thursday 9 p.m. The reality show’s season finale benefited from running opposite a rerun of ABC’s “Lost,” posting a 4.5 rating among viewers 18-49, up 41 percent from a 3.2 the previous week.
 
Show on the decline: “The Bachelor,” ABC, Monday 10 p.m. The series slipped 19 percent week-to-week among viewers 18-49, from a 3.2 rating to a 2.6.

PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending March 30

Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

6.1

6830

10

3.3

9470

9

3.1

4120

9

FOX

5.9

6700

10

3.5

9930

9

3.7

4880

10

ABC

5.7

6440

9

3.1

8830

8

2.6

3390

7

NBC

5.1

5720

8

2.7

7690

7

2.3

3030

6

UNI

1.9

2130

3

1.3

3850

3

1.6

2110

4

CW

1.5

1710

2

0.8

2300

2

0.9

1190

2

MNT

0.8

950

1

0.4

1250

1

0.4

590

1

TEL

0.6

640

1

0.4

1020

1

0.4

530

1

ION

0.3

380

1

0.2

520

0

0.1

150

0

TF

0.3

300

0

0.2

480

0

0.2

300

1

AZA

0.1

110

0

0.1

190

0

0.1

130

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 March 30

Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

FOX

6.7

7590

11

4.0

11440

10

4.3

5680

11

CBS

6.7

7510

11

3.7

10450

9

3.0

3910

8

ABC

6.0

6730

10

3.2

9250

8

3.1

4000

8

NBC

5.4

6080

9

3.0

8480

8

3.0

3910

8

UNI

1.8

2040

3

1.2

3530

3

1.5

1980

4

CW

1.7

1890

3

0.9

2600

2

1.0

1370

3

MNT

0.8

860

1

0.4

1130

1

0.4

550

1

TEL

0.6

650

1

0.4

1050

1

0.4

570

1

ION

0.4

420

1

0.2

550

0

0.1

160

0

TF

0.4

400

1

0.2

670

1

0.3

420

1

AZA

0.1

100

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 March 30

#

PROGRAMS

Net

HOUSEHOLDS

PERSONS 2+

Rtg%

Shr

(000)

#

Rtg%

(000)

1

AMERICAN IDOL-WEDNESDAY

FOX

15.2

24

17185

1

9.0

25742

2

AMERICAN IDOL-TUESDAY

FOX

14.0

21

15767

2

8.6

24758

3

DANCING WITH THE STARS

ABC

13.0

20

14651

3

7.2

20515

4

DANCING W/STARS RESULTS

ABC

11.0

17

12370

4

6.1

17487

5

CSI: MIAMI

CBS

10.3

17

11587

5

5.6

16065

6

CBS NCAA POST GUN SU 2(S)

CBS

8.9

16

10011

6

5.0

14359

7

60 MINUTES

CBS

8.7

14

9768

8

4.7

13359

8

TWO AND A HALF MEN

CBS

8.6

13

9723

6

5.0

14235

9

APPRENTICE 7

NBC

7.7

13

8662

10

4.2

12132

10

EXTREME MAKEOVER:HOME ED.

ABC

7.5

12

8467

9

4.5

12964

11

DATELINE FRI

NBC

7.1

12

7982

13

3.7

10628

11

DEAL OR NO DEAL 3/27(S)

NBC

7.1

12

8037

11

4.0

11397

13

OPRAH'S BIG GIVE

ABC

7.0

11

7946

11

4.0

11362

14

DANCING W/STARS RECAP(S)

ABC

6.8

11

7653

13

3.7

10504

15

PRIMETIME:WHAT WOULD U DO

ABC

6.7

11

7583

17

3.5

9916

16

MOMENT OF TRUTH

FOX

6.6

11

7421

17

3.5

10051

17

CBS NCAA BSKBL CHMP SA-2(S)

CBS

6.5

12

7361

16

3.6

10417

18

COLD CASE

CBS

6.3

10

7096

21

3.4

9804

18

HOW I MET YOUR MOTHER

CBS

6.3

10

7127

13

3.7

10667

20

DEAL OR NO DEAL-MON

NBC

6.2

9

6972

17

3.5

10140

20

OLD CHRISTINE

CBS

6.2

9

6965

21

3.4

9774

22

NCIS

CBS

6.1

9

6881

23

3.3

9339

23

TIL DEATH SP-3/25 9:30P(S)

FOX

6.0

9

6772

17

3.5

10004

24

CBS NCAA BSKBL CHMP TH 1(S)

CBS

5.9

11

6702

24

3.2

9022

25

MEDIUM

NBC

5.8

9

6502

25

3.1

8907

Source: Nielsen Media Research

TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending March 30

Rank

Program

Net

Rtg%

(000)

1

AMERICAN IDOL-WEDNESDAY

FOX

9.8

12871

2

AMERICAN IDOL-TUESDAY

FOX

9.7

12701

3

TWO AND A HALF MEN

CBS

5.2

6759

4

DANCING WITH THE STARS

ABC

5.1

6639

5

CSI: MIAMI

CBS

4.9

6388

6

CBS NCAA POST GUN SU 2(S)

CBS

4.8

6242

7

APPRENTICE 7

NBC

4.5

5930

7

EXTREME MAKEOVER:HOME ED.

ABC

4.5

5940

7

HOW I MET YOUR MOTHER

CBS

4.5

5953

10

TIL DEATH SP-3/25 9:30P(S)

FOX

4.3

5623

11

CBS NCAA BSKBL CHMP SA-2(S)

CBS

4.0

5183

11

MOMENT OF TRUTH

FOX

4.0

5178

13

DANCING W/STARS RESULTS

ABC

3.9

5076

13

OPRAH'S BIG GIVE

ABC

3.9

5100

15

OLD CHRISTINE

CBS

3.8

4957

16

CBS NCAA BSKBL CHMP TH 2(S)

CBS

3.7

4838

17

FAMILY GUY

FOX

3.6

4733

18

SIMPSONS

FOX

3.5

4547

19

BIG BANG THEORY, THE

CBS

3.4

4452

20

60 MINUTES

CBS

3.2

4173

20

CBS NCAA BSKBL CHMP TH 1(S)

CBS

3.2

4205

20

DATELINE FRI

NBC

3.2

4192

20

DON'T FORGET THE LYRICS

FOX

3.2

4165

24

BIGGEST LOSER 5

NBC

3.1

4035

24

DEAL OR NO DEAL-MON

NBC

3.1

4001

24

PRIMETIME:WHAT WOULD U DO

ABC

3.1

4059

Source: Nielsen Media Research

  

SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending March 30

#

PROGRAMS

Net

NHTI

P2+ (000)

1

AL DIABLO CON GUAPOS M-F

UNI

21.6

5203

2

PASION M-F

UNI

19.3

4277

3

NUESTRA BELLEZA FRI

UNI

17.4

3677

4

DON FRANCISCO PRESENTA WE

UNI

16.9

3305

5

AQUI Y AHORA TUE

UNI

16.3

3234

6

CRISTINA MON

UNI

15.4

3164

7

YO AMO JUAN QUERENDON M-F

UNI

14.6

3050

8

POR SIEMPRE...SELENA 3/30(S)-03/30/2008

UNI

14.4

3030

9

AMAS CASA DESESPERADS THU

UNI

13.7

2714

10

SABADO GIGANTE SAT

UNI

12.6

2557

11

FAMILIA P. LUCHE SUN

UNI

9.5

1777

12

HORA PICO SUN

UNI

9.4

1762

13

VICTORIA M-F

TEL

7.7

1425

14

CHAVO ANIMADO SAT

UNI

7.3

1553

15

FAMILIA DE DIEZ SAT

UNI

6.9

1210

16

PECADOS AJENOS M-F

TEL

5.4

1052

17

CINE MILLONARIO

TEL

4.5

1146

18

12 CORAZONES M-F

TEL

4.3

887

19

CINE NUESTRO SUN

TEL

4.2

986

19

TRAICION M-F

TEL

4.2

697

21

FLM SAT 2

AZA

3.2

682

22

CINE DE IMPACTO

TEL

3.0

590

23

CINE DE LAS ESTREL SUN 2

TF

2.7

439

23

QUE DICE LA GENTE M-F

TF

2.7

499

25

CINE DE LAS ESTRELLAS M-THU

TF

2.6

588

* 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 March 30

#

PROGRAMS

Net

NHTI

P2+(000)

1

DANCING W/STARS RESULTS

ABC

5.6

1040

2

AMERICAN IDOL-WEDNESDAY

FOX

5.5

1040

3

AMERICAN IDOL-TUESDAY

FOX

5.4

979

4

DANCING WITH THE STARS

ABC

5.1

972

5

DANCING W/STARS RECAP(S)-03/25/2008

ABC

4.1

711

6

PRIMETIME:WHAT WOULD U DO

ABC

4.0

664

7

COPS 2

FOX

3.9

712

8

CSI: MIAMI

CBS

3.8

729

8

AMW: AMERICA FIGHTS BACK

FOX

3.8

782

8

EXTREME MAKEOVER:HOME ED.

ABC

3.8

772

* 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 March 23

#

PROGRAMS

Net

Rtg

P2+(000)

1

AMERICAN IDOL-TUESDAY

FOX

14.0

2970

2

AMERICAN IDOL-WEDNESDAY

FOX

13.1

2351

3

DANCING WITH THE STARS

P

10.9

1976

4

ABC SP PRESENTATION-3/22

ABC

8.3

1816

4

MOMENT OF TRUTH

FOX

8.3

1487

6

CBS NCAA POST GAME SUN 1

CBS

8.2

1287

7

DANCING W/STARS SP-3/18

ABC

7.2

1262

8

60 MINUTES

CBS

6.9

1192

8

LAW AND ORDER

NBC

6.9

1103

10

CBS NCAA BSKBL CHMP-SA-3

CBS

6.8

1270

* Ratings based on 13.45 million African American TV homes.
Source: Nielsen Media Research

 

TOP 30 NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending March 16

#

PROGRAMS

Net

Episode

Households

Persons 2+

US Rtg%

Shr

(000)

(000)

1

FOX NASCAR SPRINT CUP

FOX

KOBALT TOOLS 500

6.4

15

7183

10570

2

FOX NASCAR SPRINT PRE

FOX

 

3.4

9

3861

5460

3

FRIDAY NIGHT SMACKDOWN

CW

 

2.6

4

2925

4821

4

NBA ON ABC-SUN 1

ABC

SAN ANTONIO AT PHOENIX

2.1

5

2358

2996

5

TAMPA BAY GOLF-SUN(S)-03/09/2008

NBC

 

1.9

4

2158

2643

6

NCAA BASKETBALL-SUN

CBS

FLORIDA AT KENTUCKY

1.6

4

1788

2460

7

NCAA BASKETBALL-SAT-1

CBS

STANFORD AT USC

1.5

4

1673

2002

8

TAMPA BAY GOLF-SAT(S)-03/08/2008

NBC

 

1.5

4

1727

2037

9

NCAA BASKETBALL-SAT

CBS

LOUISVILLE AT GEORGETOWN

1.4

4

1635

2005

10

NCAA BASKETBALL-SAT-2

CBS

KANSAS AT TEXAS A&M

1.4

3

1583

1945

11

ABC COLLEGE BASKETBALL-SA

ABC

VARIOUS TEAMS AND TIMES

1.1

3

1287

1562

12

NCAA MVC CHAMPIONSHIP(S)-03/09/2008

CBS

DRAKE VS ILLINOIS ST

1.1

3

1244

1589

13

NCAA BASKETBALL-SUN-2

CBS

PURDUE AT MICHIGAN

1.1

2

1187

1516

14

GMC NBA COUNTDOWN-SUN

ABC

 

0.9

2

1069

1277

15

NBC SPORTS SPECIAL 3/8(S)-03/08/2008

NBC

SNOWBOARD CROSS

0.8

2

948

1167

16

NBC NHL

NBC

PITTSBURGH AT WASHINGTON

0.8

2

934

1115

17

POKER AFTER DARK MO-SAT

NBC

 

0.7

4

775

830

18

NBA ACCESS W/AHMAD RASHAD

ABC

 

0.6

2

715

890

19

RACE TO MARCH MADNESS

ABC

 

0.6

1

638

714

20

FUTBOL LIGA MEXICANA SUN

UNI

UNAM VS MORELIA

0.6

1

635

1027

21

FUTBOL LIGA MEX SAT

TF

GUADALAJARA VS TOLUCA

0.5

1

594

1074

22

REPUBLICA DEPORTIVA SUN

UNI

 

0.5

1

568

836

23

AVP CROCS HOT WINTER NTS(S)-03/08/2008

MNT

 

0.3

1

328

379

24

SOLO BOXEO TECATE FRI

TF

MTAGWA/VALTIERRA-KNEDY/GNZALEZ

0.3

1

338

565

25

CONTACTO DEPORTIVO SUN

TF

 

0.3

1

310

480

26

FLM SUN 1

AZA

PUEBLA VS SANTOS

0.2

0

214

301

27

TITULARES Y MAS

TEL

 

0.2

0

193

238

28

TITULARES TELEMUNDO   S

TEL

 

0.2

0

274

492

29

RITMO DEPORTIVO

TEL

 

0.2

0

171

224

30

WWE - RAW

TEL

 

0.2

0

245

342

Source: Nielsen Media Research

 

***
 
 
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