With Games,
NBC wins February sweeps
Network averages a 4.7 rating in adults 18-49
By Toni Fitzgerald
Mar 8, 2010
The last time NBC had the Winter Olympics, the network still didn't win the February sweeps.
This year, with much lower-rated competition and higher ratings for the Games themselves, NBC ran away with the title.
NBC averaged a 4.7 adults 18-49 rating during the four-week period ended last Wednesday, according to Nielsen, more than doubling its average last February and finishing well ahead of second-place CBS in yet another abnormal sweeps period.
Last year the February sweeps were delayed until March due to the digital TV transition. This year the Olympics threw off the competition, with CBS, Fox and ABC running more reruns than a typical sweeps period to avoid competing directly with the Winter Games.
The Olympics were, of course, the only reason for NBC's win. They also boosted the network to first among households with a 9.7 rating, 2.2 points ahead of second-place CBS.
Buoyed by the record-breaking Super Bowl, CBS placed second among 18-49s as well with a 4.0, 25 percent ahead of last February, when it did not have the game.
Fox was third with a 3.8, paced by "American Idol," the month's top non-sports show, but down 7 percent from last year's 4.1.
ABC took the biggest tumble, placing fourth with a 2.3, off 15 percent from last year, despite the strong return of "Lost."
The CW averaged a 0.8 with mostly reruns, even to last year.
Among households, Fox was fourth at 6.0, ABC fourth at 4.2, and CW sixth (behind Univision) at 1.1.
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