The Olympic Games on NBC got off to a huge start last Friday, when the opening ceremonies drew the highest rating for any non-U.S. opener in Olympic history. But it was a real drag on the other networks.
While NBC saw its ratings soar compared to previous weeks, viewership for the other Big Five networks and ad-supported cable plunged, according to a Magna analysis of Nielsen data.
It’s a pattern sure to play out over the next few weeks, as Olympic ratings continue to hit new highs.
NBC averaged an 18.8 household rating for Friday’s opening ceremonies, up 437 percent over the average of 3.5 for three weeks prior. By comparison, ratings for CBS, ABC, Fox and the CW all fell.
CBS, the usual Friday leader, was off the most, slipping 48 percent from a 4.0 to a 2.1. ABC dipped 37 percent, from a 2.7 to a 1.7. The CW was off 14 percent, from a 1.4 to a 1.2. Fox, the fifth-ranked network on the night, saw the smallest decline, down 9 percent from a 1.1 to a 1.0.
It wasn’t just broadcast that suffered, though. Ad-supported cable also saw its household rating slide 15 percent, from a 29.4 to a 25.0. Ratings declines were even steeper among viewers ages 50 and older.
Clearly the Games did bring viewers back to summer TV, which has seen broadcast declines for years. Magna notes that households using television levels were up 10 percent, from 49.1 percent to 54.1 percent, on Friday night. The jump was even bigger among adults 18-49, 18 percent.
As the report notes, “Most of NBC’s increased audience came from people that weren’t watching TV three weeks ago."
In all likelihood, these people will go back to non-television activities once the Games are done.
Thus the biggest short-term impact of these Olympics, which are generating much higher ratings than expected, will be driving viewership down for the other networks. That’s something NBC never really achieved in its last Games, the 2006 Torino Winter Olympics, when nightly coverage routinely lagged behind competing broadcast hits like Fox’s “American Idol” and ABC’s “Grey’s Anatomy.”
***
Meanwhile, in broadcast ratings for the week ended Aug. 10:
Among adults 18-49, NBC was first with a 5.6 rating and a 17 share, followed by Fox at 1.8/6, CBS at 1.5/5, Univision at 1.4/5, ABC at 1.2/4, CW at 0.5/2, Telemundo at 0.5/1, MyNetworkTV and TeleFutura at 0.3/1, Ion at 0.1/0 and Azteca at 0.0/0.
Among adults 18-34, NBC was first with a 4.6 average rating and a 16 share, followed by Fox at 1.7/6, Univision at 1.6/5, ABC and CBS at 1.0/3, Telemundo and CW at 0.5/2, Telefutura and MyNetworkTV at 0.3/1, and Azteca and Ion at 0.0/0.
Among adults 25-54, NBC was first with a 6.4 average rating and a 17 share, followed by Fox at 2.0/6, CBS at 2.0/5, ABC at 1.5/4, Univision at 1.3/4, CW at 0.5/1, Telemundo at 0.4/1, MyNetworkTV at 0.3/1, Telefutura at 0.2/1, Ion at 0.1/0 and Azteca at 0.0/0.
Top five English-language Big Five shows (18-49s): 1. NBC’s “Olympics – Sunday Prime” 11.2; 2. NBC’s “Olympics Opening Ceremonies” 10.3; 3. NBC’s “Olympics Saturday Prime” 8.0; 4. NBC’s “America’s Got Talent” 3.5; 5. “So You Think You Can Dance – Thursday” 3.3.
Top five English-language Big Five shows (total viewers): 1. NBC’s “Olympics Opening Ceremonies” 34.89 million; 2. NBC’s “Olympics – Sunday Prime” 32.23 million; 3. NBC’s “Olympics Saturday Prime” 24.08 million; 4. NBC’s “America’s Got Talent” 12.61 million; 5. CBS’s “Two and a Half Men” 9.98 million.
Top five Live+7 English-language Big Five shows (households, week ended July 27): 1. NBC’s “America’s Got Talent” 8.2; 2. CBS’s “Two and a Half Men” 6.5; 3. CBS’s “60 Minutes” 6.4; 4. CBS’s “NCIS” 6.0; 5. Fox’s “So You Think You Can Dance - Wednesday” 6.0.
Top five Live+7 English-language Big Five shows (18-49s, week ended July 27): 1. ABC’s “Wipeout” 3.9; 2. NBC’s “America’s Got Talent” 3.6; 3. Fox’s “So You Think You Can Dance – Wednesday” 3.4; 4. CBS’s “Two and a Half Men” 3.1; 5. Fox’s “So You Think You Can Dance – Thursday” 3.0.
Show on the rise: “The Big Bang Theory,” CBS, Monday 8 p.m. Despite airing against the season finale of NBC’s “American Gladiators” and Fox’s “Teen Choice Awards,” a repeat of “Bang” posted a 2.2 among 18-49s, up 29 percent from a 1.7 the previous week.
Show on the decline: “I Survived a Japanese Game Show,” ABC, Monday 9 p.m. The season finale didn’t have the benefit of an original “Wipeout” lead-in and responded with a 1.8 among 18-49s, off 22 percent from the previous week’s 2.3.
|
WEEKLY PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending August 10 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
NBC
|
10.1
|
11360
|
18
|
6.2
|
17670
|
17
|
5.6
|
7290
|
17
|
|
CBS
|
3.8
|
4310
|
7
|
2.0
|
5680
|
6
|
1.5
|
1970
|
5
|
|
FOX
|
3.2
|
3580
|
6
|
1.8
|
5020
|
5
|
1.8
|
2370
|
6
|
|
ABC
|
2.4
|
2760
|
4
|
1.3
|
3680
|
4
|
1.2
|
1620
|
4
|
|
UNI
|
1.7
|
1940
|
3
|
1.2
|
3310
|
3
|
1.4
|
1790
|
4
|
|
CW
|
0.9
|
1070
|
2
|
0.5
|
1480
|
1
|
0.5
|
680
|
2
|
|
MNT
|
0.6
|
710
|
1
|
0.3
|
880
|
1
|
0.3
|
390
|
1
|
|
TEL
|
0.6
|
630
|
1
|
0.3
|
1000
|
1
|
0.5
|
600
|
1
|
|
TF
|
0.3
|
340
|
1
|
0.2
|
530
|
1
|
0.3
|
330
|
1
|
|
ION
|
0.2
|
240
|
0
|
0.1
|
310
|
0
|
0.1
|
90
|
0
|
|
AZA
|
0.1
|
70
|
0
|
0.0
|
110
|
0
|
0.0
|
60
|
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 10 |
|
Network
|
Households
|
People 2+
|
Adults 18-49
|
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
Rtg%
|
(000)
|
Shr
|
|
CBS
|
6.2
|
6940
|
10
|
3.3
|
9570
|
9
|
2.7
|
3480
|
7
|
|
FOX
|
5.9
|
6710
|
10
|
3.5
|
9990
|
9
|
3.8
|
4930
|
11
|
|
ABC
|
5.4
|
6050
|
9
|
2.9
|
8280
|
8
|
2.7
|
3570
|
8
|
|
NBC
|
5.0
|
5610
|
8
|
2.7
|
7810
|
7
|
2.6
|
3460
|
7
|
|
UNI
|
1.8
|
2030
|
3
|
1.2
|
3510
|
3
|
1.5
|
1960
|
4
|
|
CW
|
1.5
|
1740
|
2
|
0.8
|
2380
|
2
|
1.0
|
1250
|
3
|
|
MNT
|
0.7
|
840
|
1
|
0.4
|
1090
|
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
|
400
|
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 10 |
|
# |
PROGRAMS |
Net |
HOUSEHOLDS |
PERSONS 2+ |
|
Rtg% |
Shr |
(000) |
# |
Rtg% |
(000) |
|
1
|
SUM OLYM OPEN CEREM(S)
|
NBC
|
18.8
|
34
|
21216
|
1
|
12.2
|
34891
|
|
2
|
SUM OLYM SUN PRIME 1(S)
|
NBC
|
18.1
|
31
|
20409
|
2
|
11.3
|
32256
|
|
3
|
SUM OLYM SAT PRIME 1(S)
|
NBC
|
13.9
|
27
|
15680
|
3
|
8.4
|
24082
|
|
4
|
AMERICA
'S GOT TALENT
|
NBC
|
7.7
|
13
|
8686
|
4
|
4.4
|
12611
|
|
5
|
TWO AND A HALF MEN
|
CBS
|
6.5
|
11
|
7359
|
5
|
3.5
|
9979
|
|
6
|
CRIMINAL MINDS
|
CBS
|
6.0
|
10
|
6725
|
7
|
3.2
|
9109
|
|
7
|
NCIS
|
CBS
|
5.9
|
10
|
6669
|
9
|
3.0
|
8703
|
|
7
|
SO YOU THINK CN DANCE-THU
|
FOX
|
5.9
|
10
|
6632
|
6
|
3.4
|
9693
|
|
9
|
CSI:
MIAMI
|
CBS
|
5.5
|
10
|
6195
|
10
|
2.8
|
7891
|
|
9
|
SO YOU THINK CN DANCE-WED
|
FOX
|
5.5
|
10
|
6183
|
8
|
3.1
|
8960
|
|
11
|
OLD CHRISTINE
|
CBS
|
5.1
|
8
|
5739
|
11
|
2.7
|
7599
|
|
12
|
AMERICA
'S GOT TALENT 8/7(S)
|
NBC
|
4.8
|
8
|
5394
|
12
|
2.6
|
7567
|
|
13
|
CSI: NY
|
CBS
|
4.7
|
8
|
5311
|
14
|
2.5
|
7028
|
|
14
|
60 MINUTES
|
CBS
|
4.3
|
8
|
4831
|
16
|
2.2
|
6320
|
|
14
|
FLASHPOINT
|
CBS
|
4.3
|
8
|
4834
|
16
|
2.2
|
6256
|
|
14
|
HOW I MET YOUR MOTHER
|
CBS
|
4.3
|
7
|
4821
|
16
|
2.2
|
6362
|
|
14
|
WIPEOUT
|
ABC
|
4.3
|
8
|
4806
|
12
|
2.6
|
7337
|
|
18
|
BIG BANG THEORY, THE
|
CBS
|
4.2
|
8
|
4713
|
16
|
2.2
|
6299
|
|
18
|
BIG BROTHER 10-TUE
|
CBS
|
4.2
|
7
|
4749
|
15
|
2.3
|
6445
|
|
18
|
CSI
|
CBS
|
4.2
|
7
|
4723
|
21
|
2.1
|
6095
|
|
21
|
WITHOUT A TRACE
|
CBS
|
4.1
|
7
|
4602
|
21
|
2.1
|
5929
|
|
22
|
CELEBRITY FAMILY FEUD
|
NBC
|
4.0
|
7
|
4534
|
21
|
2.1
|
6121
|
|
23
|
GREATEST AMERICAN DOG
|
CBS
|
3.8
|
7
|
4331
|
21
|
2.1
|
5890
|
|
23
|
HOUSE
|
FOX
|
3.8
|
6
|
4271
|
25
|
1.9
|
5558
|
|
23
|
NASHVILLE
STAR
|
NBC
|
3.8
|
7
|
4289
|
16
|
2.2
|
6212
|
|
Source: Nielsen Media Research |
|
TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending August 10 |
|
Rank |
Program |
Net |
Rtg% |
(000) |
|
1
|
SUM OLYM SUN PRIME 1(S)
|
NBC
|
11.2
|
14624
|
|
2
|
SUM OLYM OPEN CEREM(S)
|
NBC
|
10.3
|
13462
|
|
3
|
SUM OLYM SAT PRIME 1(S)
|
NBC
|
8.0
|
10468
|
|
4
|
AMERICA
'S GOT TALENT
|
NBC
|
3.5
|
4607
|
|
5
|
SO YOU THINK CN DANCE-THU
|
FOX
|
3.3
|
4336
|
|
6
|
SO YOU THINK CN DANCE-WED
|
FOX
|
3.1
|
4045
|
|
7
|
TWO AND A HALF MEN
|
CBS
|
3.0
|
3873
|
|
8
|
WIPEOUT
|
ABC
|
2.8
|
3691
|
|
9
|
BIG BROTHER 10-TUE
|
CBS
|
2.5
|
3291
|
|
10
|
OLD CHRISTINE
|
CBS
|
2.4
|
3121
|
|
11
|
AMERICA
'S GOT TALENT 8/7(S)
|
NBC
|
2.3
|
3005
|
|
12
|
BIG BANG THEORY, THE
|
CBS
|
2.2
|
2847
|
|
12
|
HOW I MET YOUR MOTHER
|
CBS
|
2.2
|
2946
|
|
14
|
CSI:
MIAMI
|
CBS
|
2.1
|
2706
|
|
14
|
FUEGO EN LA SANGRE MON
|
UNI
|
2.1
|
2695
|
|
16
|
AL
DIABLO CON GUAPOS TUE
|
UNI
|
2.0
|
2668
|
|
16
|
AMERICAN GLADIATORS
|
NBC
|
2.0
|
2650
|
|
16
|
CRIMINAL MINDS
|
CBS
|
2.0
|
2610
|
|
16
|
FUEGO EN LA SANGRE TUE
|
UNI
|
2.0
|
2657
|
|
16
|
HOUSE
|
FOX
|
2.0
|
2559
|
|
21
|
AL
DIABLO CON GUAPOS MON
|
UNI
|
1.9
|
2524
|
|
21
|
AL
DIABLO CON GUAPOS THU
|
UNI
|
1.9
|
2514
|
|
21
|
AL
DIABLO CON GUAPOS WED
|
UNI
|
1.9
|
2528
|
|
21
|
BIG BROTHER 10-SUN
|
CBS
|
1.9
|
2541
|
|
21
|
BIG BROTHER 10-THU
|
CBS
|
1.9
|
2516
|
|
21
|
FUEGO EN LA SANGRE WED
|
UNI
|
1.9
|
2534
|
|
Source: Nielsen Media Research |
|
SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending August 10 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+ (000) |
|
1
|
AL
DIABLO CON GUAPOS M-F
|
UNI
|
20.7
|
4444
|
|
2
|
FUEGO EN LA SANGRE M-F
|
UNI
|
20.1
|
4416
|
|
3
|
CRISTINA MON
|
UNI
|
16.6
|
3075
|
|
4
|
DON FRANCISCO PRESENTA WE
|
UNI
|
14.3
|
2718
|
|
5
|
AQUI Y AHORA TUE
|
UNI
|
14.2
|
2742
|
|
6
|
QUERIDA ENEMIGA M-F
|
UNI
|
13.5
|
2592
|
|
7
|
ROSA
DE GUADALUPE THU-FRI
|
UNI
|
12.9
|
2721
|
|
8
|
SABADO GIGANTE SAT
|
UNI
|
10.8
|
2132
|
|
9
|
HORA PICO SUN
|
UNI
|
8.9
|
1940
|
|
10
|
FAMILIA P. LUCHE SUN
|
UNI
|
8.8
|
1814
|
|
11
|
PANTERA SUN
|
UNI
|
8.1
|
1720
|
|
12
|
NOCHE DE ESTRELLAS SUN
|
UNI
|
7.6
|
1443
|
|
13
|
SN SENOS NO HAY PARAISO M-F
|
TEL
|
7.2
|
1414
|
|
14
|
DONA BARBARA M-F
|
TEL
|
6.9
|
1238
|
|
15
|
FABRICA DE RISAS SAT
|
UNI
|
6.6
|
1228
|
|
16
|
CINE MILLONARIO
|
TEL
|
5.2
|
1191
|
|
17
|
S OLY WED PRIME 1(S)-08/06/2008
|
TEL
|
4.3
|
752
|
|
18
|
12 CORAZONES M-F
|
TEL
|
4.1
|
716
|
|
19
|
JURAMENTO M-F
|
TEL
|
3.8
|
698
|
|
19
|
CINE DE LAS ESTREL SUN 2
|
TF
|
3.8
|
796
|
|
21
|
CINE DE LAS ESTREL SUN
|
TF
|
3.6
|
757
|
|
22
|
FUTBOL ESTELAR(S)-08/09/2008
|
TEL
|
3.4
|
676
|
|
23
|
FUTBOL LIGA MEX WED
|
TF
|
3.0
|
538
|
|
24
|
CINE NUESTRO SUN
|
TEL
|
2.7
|
624
|
|
24
|
CINE DE LAS ESTRELLAS M-THU
|
TF
|
2.7
|
494
|
|
Source: Nielsen Media Research |
|
HISPANIC ENGLISH-LANGUAGE VIEWING
Ranked on Households
Week Ending August 10 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
SUM OLYM OPEN CEREM(S)-08/08/2008
|
NBC
|
9.7
|
1982
|
|
2
|
SUM OLYM SUN PRIME 1(S)-08/10/2008
|
NBC
|
9.4
|
1890
|
|
3
|
SUM OLYM SAT PRIME 1(S)-08/09/2008
|
NBC
|
7.3
|
1399
|
|
4
|
SO YOU THINK CN DANCE-THU
|
FOX
|
3.5
|
711
|
|
4
|
AMERICA
'S GOT TALENT
|
NBC
|
3.5
|
625
|
|
6
|
SO YOU THINK CN DANCE-WED
|
FOX
|
3.3
|
592
|
|
7
|
WIPEOUT
|
ABC
|
3.2
|
607
|
|
8
|
TWO AND A HALF MEN
|
CBS
|
3.0
|
543
|
|
9
|
FRIDAY NIGHT SMACKDOWN
|
CW
|
2.8
|
633
|
|
10
|
CRIMINAL MINDS
|
CBS
|
2.7
|
489
|
|
Source: Nielsen Media Research |
|
AFRICAN AMERICAN AUDIENCE ESTIMATES
Ranked on Households
Week Ending August 3 |
|
# |
PROGRAMS |
Net |
Rtg |
P2+(000) |
|
1
|
CSI:
MIAMI
|
CBS
|
8.1
|
1415
|
|
2
|
SO YOU THINK CN DANCE-WED
|
FOX
|
7.3
|
1436
|
|
3
|
NBC NFL PRE-SEASON 8/3
|
NBC
|
7.0
|
1323
|
|
3
|
AMERICA
'S GOT TALENT
|
NBC
|
7.0
|
1340
|
|
5
|
SO YOU THINK CN DANCE-THU
|
FOX
|
6.9
|
1287
|
|
6
|
HOUSE-MON 9P
|
FOX
|
6.6
|
1125
|
|
7
|
CSI: NY
|
CBS
|
6.3
|
1220
|
|
7
|
FLASHPOINT
|
CBS
|
6.3
|
1036
|
|
9
|
AMW:
AMERICA FIGHTS BACK
|
FOX
|
6.2
|
971
|
|
10
|
CELEBRITY FAMILY FEUD
|
NBC
|
5.8
|
1158
|
|
* Ratings based on 13.65 million African American TV homes.
Source: Nielsen Media Research |
|
TOP 20 NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending August 3
|
|
# |
PROGRAMS |
Net |
Episode |
Households |
Persons 2+ |
|
US
Rtg% |
Shr |
(000) |
(000) |
|
1 |
NBC NFL PRE-SEASON 8/3(S)-08/03/2008
|
NBC
|
WASHINGTON
AT
INDIANAPOLIS
|
4.7
|
8
|
5328
|
7446
|
|
2 |
FRIDAY NIGHT SMACKDOWN
|
CW
|
|
2.4
|
5
|
2663
|
4020
|
|
3 |
FOX SATURDAY BASEBALL
|
FOX
|
VARIOUS TEAMS AND TIMES
|
2.2
|
6
|
2521
|
3158
|
|
4 |
|
