Everyone who knows Howard Stern knows full well how much he dislikes Les Moonves, and now, after months of public and most vitriolic attacks, that's also true for most of those Americans who don't know Howard Stern.
So on Monday night, when Stern appeared on “The Late Show with David Letterman,” one might have expected a huge viewer tune-in to hear his latest rant against his former CBS boss. Note: "Letterman" is a CBS show, and there was much ado over how Stern was still allowed to appear, knowing full well the vitriole that would flow from his lips.
And so it was. Stern even appeared wearing a t-shirt attacking Moonves.
Yet America seemed pretty disinterested. The Monday night telecast only averaged a 4.2 rating in metered market households, up just 5 percent from the show’s Monday average so far this season.
Too, that's down from the last time Stern appeared on "Letterman," back last November just a month before he left his CBS radio show to join Sirius Satellite Radio. On that appearance the show earned a 4.4 rating, 5 percent above Monday’s rating. Perhaps even more telling, this Monday’s rating was only good enough to tie a show that aired two weeks earlier, one featuring the actor Bruce Willis.
That’s not a good showing for Stern, the man so famously self-named the King of All Media, and it raises one obvious question: Is he still?
Likely not. And if not, we can expect to see a lot more of Stern in coming months. Stern's biggest worry leaving his nationally syndicated talk show was a hasty fade into obscurity on paid radio, away from the media mainstream and the everyday chatter that kept his popularity quotient high. From tens of millions daily, Stern's potential listenership shrank to some 3.3 million, according to Sirius.
But another likely reason for the low turnout was that America had finally become jaded to the Stern-Moonves squabble. Do they really hate each other? Or is it a lot like pro wrestling, many harsh words outside the ring but love pats and sweet throws once inside?
More and more commentators have been saying just that. They've also been pointing out that the public squabbles and the coverage were also working in CBS's favor.
Surely, CBS saw a chance to boost ratings of "Letterman," and any boost would be appreciated. Season to date, the show has averaged a 1.5 18-49 rating, down 12 percent from last season.
Indeed, how curious that CBS, which days earlier had sued Stern, would allow him to appear on "Letterman." The suit, filed March 1, charges that Stern breached the terms of his contract by promoting his move to satellite radio while was still with CBS Radio.
Afterward, CBS was quick to characterize Stern’s "Letterman" performance as a desperate attempt to distract attention from the facts of the case.
Meanwhile, in other daypart ratings for the week ended March 5:
NBC’s “Meet the Press” returned to normal coverage after being preempted by Olympics coverage in February. Viewership returned to normal levels, up 23 percent from the week prior, to 3.65 million total viewers.
After a brief stint at No. 1, CBS’s “Face the Nation” returned to its usual second-place spot, down 16 percent to 2.98 million viewers. ABC’s “This Week with George Stephanopoulos” was about flat with 2.83 million.
NBC’s “Today” dipped slightly this week to 6.3 million viewers, 9 percent less than the week before. Meanwhile, “Good Morning America” posted slight gains, up 4 percent to 5.2 million. “Early Show” was unchanged at 2.9 million.
In syndication, top game show “Wheel of Fortune” posted some gains, up 5 percent to a 9.2 household rating. Other leading programs also posted increases, “Oprah” up 3 percent with a 7.0 and “Everybody Loves Raymond” up 2 percent with a 6.6.
The week ended March 12 was a slow one for network news, with all three newscasts showing little change in viewership. NBC’s “Nightly News” was down 1 percent to 9.35 million, ABC’s “World News Tonight” up 1 percent to 8.55 million, and CBS’s “Evening News” about flat at 7.95 million.
|
SUNDAY MORNING SHOW RATINGS Week ending March 5, 2006 |
| Program |
Network |
Households* |
People 2+ |
Adults 25-54 |
|
Rtg% |
Shr |
Total viewers (millions) |
Rtg% |
| Meet the Press |
NBC |
2.9 |
8 |
3.653 |
1.0 |
| Face the Nation |
CBS |
2.2 |
6 |
2.982 |
1.0 |
| This Week with George Stephanopoulos |
ABC |
2.2 |
6 |
2.837 |
1.0 |
| News Sunday |
Fox |
1.2 |
4 |
1.630 |
0.6 |
* Each rating point is equivalent to 1.096 million homes Source: NTI |
|
MORNING SHOW RATINGS Week Ending March 5, 2006 Five-day averages |
| Program |
Network |
Households |
People 2+ |
|
Rtg% |
Shr |
Total viewers (millions) |
| Today |
NBC |
4.8 |
16 |
6.3 |
| Good Morning America |
ABC |
4.1 |
14 |
5.2 |
| Early Show |
CBS |
2.3 |
8 |
2.9 |
* Each rating point is equivalent to 1.096 million homes Source: NTI |
|
LATE-NIGHT RATINGS Week Ending March 5, 2006 Five-day averages |
| Program |
Network |
People 2+ |
Adults 18-49 |
|
Total viewers (millions) |
Rtg% |
| Tonight Show with Jay Leno |
NBC |
6.3 |
1.9 |
| Late Show with David Letterman |
CBS |
4.5 |
1.5 |
| Nightline |
ABC |
3.7 |
1.2 |
| Late Night with Conan O’Brien |
NBC |
2.6 |
1.1 |
| The Late Late Show with Craig Ferguson |
CBS |
2.1 |
0.8 |
| Jimmy Kimmel Live |
ABC |
1.9 |
0.8 |
| Last Call with Carson Daly |
NBC |
1.6 |
0.7 |
|
Source: NTI |
|
DAYTIME RATINGS Week Ending March 5, 2006 Five-day averages |
| Daytime dramas |
Total viewers (millions) |
Women 18-49 |
| Network |
(millions) |
Rtg% |
| CBS |
3.384 |
1.6 |
| ABC |
3.40 |
1.9 |
| NBC |
2.57 |
1.5 |
| Full daytime |
Total viewers (millions) |
Women 18-49 |
| Network |
(millions) |
Rtg% |
|
CBS |
4.18 |
1.5 |
| ABC |
3.36 |
1.8 |
| NBC |
2.57 |
1.5 |
|
Source: NTI |
|
EVENING NETWORK NEWS RATINGS Week Ending March 12, 2006 Five-day averages |
| Program |
Network |
Households* |
People 2+ |
|
Rtg% |
Shr |
Total viewers (millions) |
| NBC Nightly News with Brian Williams |
NBC |
6.5 |
13 |
9.345 |
| ABC World News Tonight |
ABC |
6.0 |
12 |
8.552 |
| CBS Evening News with Bob Schieffer |
CBS |
5.5 |
11 |
7.952 |
* Each rating point is equivalent to 1.096 million homes Source: Nielsen Media Research |
|
SYNDICATION Ranked on Households Week Ending March 5 |
|
# |
PROGRAMS |
Syndicator |
Households |
|
US Rtg% |
(000) |
|
1 |
WHEEL OF FORTUNE |
KIN |
9.2 |
10146 |
|
2 |
JEOPARDY |
KIN |
7.4 |
8159 |
|
3 |
OPRAH WINFREY SHOW (AT) |
KIN |
7 |
7680 |
|
4 |
EVRY LVS RAYMOND-SYN (AT) |
KIN |
6.6 |
7238 |
|
5 |
SEINFELD (AT) |
SPT |
6 |
6568 |
|
6 |
DR. PHIL SHOW (AT) |
KIN |
5.5 |
6115 |
|
7 |
ENTERTAINMENT TONIGHT(AT) |
PRM |
5.4 |
6005 |
|
8 |
FRIENDS (AT) |
WB |
5.2 |
5762 |
|
9 |
JUDGE JUDY (AT) |
PRM |
5 |
5479 |
|
10 |
CSI-SYN (AT) |
KIN |
4.9 |
5419 |
|
11 |
SEINFELD-WKND (AT) |
SPT |
4.7 |
5170 |
|
12 |
CENTURY 19 |
2/T |
4.5 |
5012 |
|
13 |
THAT 70S SHOW-MF-SYN (AT) |
2/T |
4.3 |
4689 |
|
14 |
WHEEL OF FORTUNE WKND |
KIN |
4 |
4364 |
|
15 |
INSIDE EDITION |
KIN |
3.6 |
3990 |
|
16 |
MILLIONAIRE (AT) |
BV |
3.4 |
3730 |
|
16 |
LIVE WITH REGIS AND KELLY |
BV |
3.4 |
3724 |
|
18 |
EVBDY LVS RAYMOND-WKD-SYN |
KIN |
3.3 |
3661 |
|
18 |
JUDGE JOE BROWN (AT) |
PRM |
3.3 |
3598 |
|
20 |
PEOPLE'S COURT (AT) |
WB |
2.9 |
3225 |
|
20 |
ENTERTAINMENT TONIGHT WKD |
PRM |
2.9 |
3188 |
|
20 |
KING OF THE HILL-SYN(AT) |
2/T |
2.9 |
3170 |
|
20 |
INSIDER (AT) |
PRM |
2.9 |
3150 |
|
24 |
MAURY (AT) |
NBU |
2.8 |
3107 |
|
24 |
MALCOLM IN-MIDDLE SYN(AT) |
2/T |
2.8 |
3089 |
|
Source: Nielsen Media Research |