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Just a slight uptick in viewing for Stern visit

Mar 16, 2006

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



Abigail Azote is a staff writer for Media Life.




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