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With teens, it's a
bang-up new season


Big Four see a 6 percent rise among 12-17s

Oct 27, 2006

With all the distractions kids have these days, from video games to instant messaging to even homework, it wouldn’t be surprising if teenagers were watching less broadcast television. In fact, you’d probably expect it.

But that’s not the case. Six weeks into the new season, the average rating for the Big Four networks is up 6 percent over last year, from a 6.3 last year to a 6.7 this year, according to Nielsen numbers crunched by Fox.

It’s the biggest increase for any major demographic, including adults 18-34, 18-49 and 25-54, which are basically flat. And it comes as 18-34s have seen a dramatic dip in broadcast viewership over the past three years.

So why the boost for teens? It’s a matter of programming. Usually Fox is the only network of the Big Four with shows that really speak to teens, but this year ABC and NBC both have new programs that are major teen hits.

NBC’s average among teens is up 60 percent year to year, from a 1.0 to a 1.6. Nearly all of that has been driven by teenage boys, who are tuning into “Sunday Night Football” and superhero-themed “Heroes.”

“Heroes” was the highest-rated new broadcast show among teens last week by a wide margin, averaging a 3.5. That’s a point behind ABC’s “Grey’s Anatomy,” last week’s No. 1 show with teens, and equal to ABC’s “Lost,” which tied for third on broadcast.

Meanwhile, “SNF” has been nearly tripling NBC’s teens average from last season.

ABC has also seen gains in teens, its being driven by female teens. The No. 1 network in teens is up 19 percent year to year among females, from a 2.1 to a 2.5, mainly because of two soapy new shows.

“Ugly Betty” is the season’s No. 2 new show in teens, and it’s particularly popular among Hispanic teens. The show is more than doubling last year’s Thursday 8 p.m. timeslot average among teenagers.

“Brothers & Sisters,” Sunday’s “Desperate Housewives” lead-out, is also popular among teens. It averaged a 1.8 last week, ranking third behind “Heroes” and “Betty” among new shows.

And teen ratings will likely rise over the coming weeks. CBS remains even to last year at a 1.6. Fox is the only network down from last year in the demographic, falling 17 percent from a 1.8 to a 1.5. Some of that falloff is attributable to teen favorite “The O.C.,” which premiered in early September last year but does not debut until November this year.

With “The O.C.” and “House,” a top-five show with 12-17s, returning next week post-baseball, Fox’s teen average should bounce back, giving the Big Four an even bigger boost.

Note: The CW is not included in this analysis as it took the place of two networks, the WB and UPN, and thus year-to-year rating points comparisons including those networks are not practical.

Meanwhile, in broadcast and basic cable ratings for younger viewers for the week ended Oct. 22:

Among teens 12-17: ABC was first with a 2.0 rating, followed by the CW at 1.8, Fox at 1.7, CBS at 1.6, NBC at 1.5, Univision at 0.8, Telefutura and Telemundo tied at 0.2, and Azteca at 0.0.

Among kids 2-11: ABC lead with a 1.5, followed by Fox at 1.3, NBC at 1.1, CBS and CW tied at 1.0, Univision at 0.8, Telemundo and Telefutura tied at 0.2, and Azteca last with 0.0.

The top five shows among 9-14s: 1. “Ned Declassified” (Nickelodeon, Sunday 7:30 p.m.); 2. “Zoey 101” (Nickelodeon, Sunday, 8 p.m); 3. “Drake & Josh” (Nickelodeon, Sunday 7 p.m); 4. “Ned Declassified” (Nickelodeon, Monday 6 p.m.) 5. “Ned Declassified” (Nickelodeon, Friday 6 p.m.)

The top five shows among 12-17s: 1 “Grey’s Anatomy” (ABC, Thursday 9 p.m.); 2. “Desperate Housewives” (ABC, Sunday 9 p.m.); 3. “Lost” (ABC, Wednesday 9 p.m.); 4. “Heroes” (NBC, Monday 9 p.m.); 5. “WWE Entertainment” (USA, Monday 9 p.m.)

The top five shows among 12-24s: 1. “Grey’s Anatomy” (ABC, Thursday 9 p.m.); 2. “Desperate Housewives” (ABC, Sunday 9 p.m.); 3.“Heroes” (NBC, Monday 9 p.m.); 4. “Fox NFL Sunday-National” (Fox, Sunday 4:32 p.m.); 5. “Lost” (ABC, Wendesday 9 p.m.)

Cable shows making the top 30 among 18-24s: 5. “NFL Regular Season” (ESPN, Monday 8:30 p.m.); 15. “Nip Tuck” (FX, Tuesday 10 p.m.) 23. “Project Runway” (Bravo, Wednesday 10 p.m.); 30. “Family Guy” (ADSM, Thursday 11:30 p.m.)

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-49
Week Ended Oct. 22, 2006

 

Program

Net

Rtg%

In Millions

1

GREY'S ANATOMY

ABC

9.6

12.49

2

DESPERATE HOUSEWIVES

ABC

8.1

10.62

3

FOX NFL SUNDAY-NATIONAL

FOX

7.4

9.64

4

CSI

CBS

6.9

9.01

5

LOST

ABC

6.6

8.64

6

DANCING WITH THE STARS

ABC

6.0

7.79

7

FOX WORLD SERIES GAME 2(S)

FOX

5.9

7.65

8

CSI: MIAMI

CBS

5.8

7.56

9

HEROES

NBC

5.7

7.41

10

NFL REGULAR SEASON     

ESPN

5.6

7.35

11

E.R.

NBC

5.6

7.29

12

CBS NFL SINGLE

CBS

5.5

7.17

13

FOX MLB NLCS: GM 7(S)

FOX

5.4

7.10

14

SURVIVOR: COOK ISLANDS

CBS

5.3

6.93

15

DEAL OR NO DEAL-MON

NBC

5.2

6.84

16

CSI: NY

CBS

5.2

6.75

17

TWO AND A HALF MEN

CBS

5.2

6.72

18

DANCING W/STARS RESULTS

ABC

5.0

6.51

19

EXTREME MAKEOVER:HOME ED.

ABC

5.0

6.46

20

LAW AND ORDER:SVU

NBC

4.9

6.39

21

BROTHERS & SISTERS

ABC

4.9

6.37

22

FOX WORLD SERIES GM2-PRE(S)

FOX

4.8

6.30

23

OT, THE

FOX

4.6

6.00

24

CRIMINAL MINDS

CBS

4.6

5.94

25

UGLY BETTY

ABC

4.4

5.74

26

COLD CASE

CBS

4.3

5.67

27

WITHOUT A TRACE

CBS

4.3

5.59

28

SHARK

CBS

4.2

5.52

29

FOX NFL SUNDAY-REGIONAL

FOX

4.2

5.51

30

OLD CHRISTINE

CBS

4.1

5.39

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-34
Week Ended Oct. 22, 2006

Rank

Program

Net

Rtg%

In Millions

1

GREY'S ANATOMY

ABC

9.0

5.98

2

DESPERATE HOUSEWIVES

ABC

6.4

4.27

3

FOX NFL SUNDAY-NATIONAL

FOX

6.2

4.12

4

HEROES

NBC

5.8

3.84

5

LOST

ABC

5.7

3.83

6

NFL REGULAR SEASON     

ESPN

5.1

3.38

7

CBS NFL SINGLE

CBS

5.0

3.35

8

CSI

CBS

5.0

3.34

9

E.R.

NBC

4.6

3.07

10

FOX WORLD SERIES GAME 2(S)

FOX

4.6

3.05

11

DANCING WITH THE STARS

ABC

4.6

3.04

12

FOX MLB NLCS: GM 7(S)

FOX

4.4

2.95

13

OFFICE

NBC

4.3

2.87

14

CSI: MIAMI

CBS

4.3

2.86

15

DEAL OR NO DEAL-MON

NBC

4.2

2.79

16

EXTREME MAKEOVER:HOME ED.

ABC

4.1

2.71

17

SURVIVOR: COOK ISLANDS

CBS

3.8

2.53

18

LAW AND ORDER:SVU

NBC

3.7

2.47

19

FOX NFL SUNDAY-REGIONAL

FOX

3.7

2.46

20

OT, THE

FOX

3.7

2.45

21

UGLY BETTY

ABC

3.7

2.45

22

CSI: NY

CBS

3.6

2.43

23

DANCING W/STARS RESULTS

ABC

3.6

2.41

24

FOX WORLD SERIES GM2-PRE(S)

FOX

3.6

2.40

25

TWO AND A HALF MEN

CBS

3.5

2.31

26

BROTHERS & SISTERS

ABC

3.4

2.30

27

MY NAME IS EARL

NBC

3.3

2.18

28

SIX DEGREES

ABC

3.2

2.14

29

FOX MLB NLCS GAME 5(S)

FOX

3.2

2.12

30

WHAT ABOUT BRIAN

ABC

3.2

2.12

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-24
Week Ended Oct. 22, 2006

Rank

Program

Net

Rtg%

In Millions

1

GREY'S ANATOMY

ABC

6.4

1.83

2

HEROES

NBC

4.8

1.35

3

FOX NFL SUNDAY-NATIONAL

FOX

4.5

1.28

4

DESPERATE HOUSEWIVES

ABC

4.3

1.24

5

NFL REGULAR SEASON      

ESPN

3.5

0.99

6

CBS NFL SINGLE

CBS

3.4

0.97

7

CSI

CBS

3.4

0.96

8

LOST

ABC

3.4

0.95

9

FOX MLB NLCS: GM 7(S)

FOX

3.3

0.93

10

CSI: MIAMI

CBS

3.1

0.88

11

DEAL OR NO DEAL-MON

NBC

3.0

0.86

12

FOX WORLD SERIES GAME 2(S)

FOX

2.9

0.83

13

EXTREME MAKEOVER:HOME ED.

ABC

2.8

0.81

14

FOX NFL SUNDAY-REGIONAL

FOX

2.8

0.81

15

NIP TUCK

FX

2.8

0.79

16

SIX DEGREES

ABC

2.7

0.78

17

OFFICE

NBC

2.7

0.78

18

AMERICA'S NEXT TOP MODEL

CW

2.7

0.77

19

DANCING WITH THE STARS

ABC

2.7

0.76

20

UGLY BETTY

ABC

2.7

0.76

21

WITHOUT A TRACE

CBS

2.6

0.75

22

OT, THE

FOX

2.6

0.73

23

PROJECT RUNWAY

BRVO

2.5

0.71

24

CSI: NY

CBS

2.4

0.68

25

LAW AND ORDER:SVU

NBC

2.3

0.66

26

E.R.

NBC

2.3

0.66

27

GILMORE GIRLS

CW

2.3

0.64

28

WHAT ABOUT BRIAN

ABC

2.3

0.64

29

FOX MLB NLCS GAME 5(S)

FOX

2.2

0.64

30

FAMILY GUY

ADSM

2.2

0.62

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
People 12-24
Week Ended Oct. 22, 2006

Rank

Program

Net

Rtg%

In Millions

1

GREY'S ANATOMY

ABC

5.5

2.93

2

DESPERATE HOUSEWIVES

ABC

4.3

2.28

3

HEROES

NBC

4.2

2.22

4

FOX NFL SUNDAY-NATIONAL

FOX

3.9

2.07

5

LOST

ABC

3.4

1.83

6

CSI

CBS

3.3

1.75

7

CBS NFL SINGLE

CBS

3.1

1.67

8

NFL REGULAR SEASON     

ESPN

3.0

1.62

9

EXTREME MAKEOVER:HOME ED.

ABC

3.0

1.57

10

FOX MLB NLCS: GM 7(S)

FOX

2.9

1.57

11

AMERICA'S NEXT TOP MODEL

CW

2.8

1.51

12

FOX WORLD SERIES GAME 2(S)

FOX

2.8

1.48

13

DEAL OR NO DEAL-MON

NBC

2.8

1.48

14

CSI: MIAMI

CBS

2.8

1.47

15

DANCING WITH THE STARS

ABC

2.7

1.43

16

SURVIVOR: COOK ISLANDS

CBS

2.6

1.40

17

UGLY BETTY

ABC

2.6

1.37

18

FOX NFL SUNDAY-REGIONAL

FOX

2.5

1.32

19

WWE ENTERTAINMENT

USA

2.5

1.31

20

WWE ENTERTAINMENT

USA

2.4

1.29

21

OFFICE

NBC

2.3

1.25

22

GILMORE GIRLS

CW

2.3

1.24

23

CSI: NY

CBS

2.2

1.20

24

TWO-A-DAYS

MTV

2.2

1.19

25

NIP TUCK

FX

2.2

1.16

25

FAMILY GUY

ADSM

2.2

1.16

27

PROJECT RUNWAY

BRVO

2.2

1.15

28

E.R.

NBC

2.2

1.15

29

FAMILY GUY

ADSM

2.1

1.13

30

OT, THE

FOX

2.1

1.13

30

LAGUNA BEACH

MTV

2.1

1.13

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
Teens 12-17
Week Ended Oct. 22, 2006

Rank

Program

Net

Rtg%

In Millions

1

GREY'S ANATOMY

ABC

4.5

1.11

2

DESPERATE HOUSEWIVES

ABC

4.2

1.05

3

LOST

ABC

3.5

0.87

4

HEROES

NBC

3.5

0.86

5

WWE ENTERTAINMENT

USA

3.4

0.83

6

WWE ENTERTAINMENT

USA

3.3

0.81

7

NED DECLASSIFIED

NICK

3.3

0.81

8

FOX NFL SUNDAY-NATIONAL

FOX

3.2

0.79

9

CSI

CBS

3.2

0.79

10

SURVIVOR: COOK ISLANDS

CBS

3.1

0.78

11

EXTREME MAKEOVER:HOME ED.

ABC

3.1

0.77

12

DRAKE & JOSH

NICK

3.0

0.75

13

AMERICA'S NEXT TOP MODEL

CW

3.0

0.74

14

ZOEY 101

NICK

2.9

0.73

15

CBS NFL SINGLE

CBS

2.8

0.70

16

NED DECLASSIFIED

NICK

2.8

0.70

17

DANCING WITH THE STARS

ABC

2.7

0.67

18

FRIDAY NIGHT SMACKDOWN

CW

2.7

0.66

19

FOX WORLD SERIES GAME 2(S)

FOX

2.6

0.65

20

FOX MLB NLCS: GM 7(S)

FOX

2.6

0.64

21

DEAL OR NO DEAL-THU

NBC

2.6

0.63

22

NFL REGULAR SEASON     

ESPN

2.5

0.63

23

TWO-A-DAYS

MTV

2.5

0.63

24

DRAKE & JOSH

NICK

2.5

0.62

25

DEAL OR NO DEAL-MON

NBC

2.5

0.62

26

DRAKE & JOSH

NICK

2.5

0.62

27

UGLY BETTY

ABC

2.5

0.61

28

NED DECLASSIFIED

NICK

2.4

0.60

29

CSI: MIAMI

CBS

2.4

0.59

30

GILMORE GIRLS

CW

2.4

0.59

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
Kids 9-14
Week Ended Oct. 22, 2006

Rank

Program

Net

Rtg%

In Millions

1

NED DECLASSIFIED

NICK

6.3

1.55

2

ZOEY 101

NICK

6.0

1.47

3

DRAKE & JOSH

NICK

5.4

1.32

4

NED DECLASSIFIED

NICK

4.7

1.15

5

NED DECLASSIFIED

NICK

4.4

1.08

6

NED DECLASSIFIED

NICK

4.2

1.02

7

NED DECLASSIFIED

NICK

4.1

1.00

8

DRAKE & JOSH

NICK

4.0

0.99

9

NED DECLASSIFIED

NICK

4.0

0.97

10

AVATAR

NICK

3.9

0.97

11

UNFABULOUS

NICK

3.9

0.97

12

EXTREME MAKEOVER:HOME ED.

ABC

3.8

0.94

13

DRAKE & JOSH

NICK

3.8

0.94

14

DRAKE & JOSH

NICK

3.7

0.92

15

DRAKE & JOSH

NICK

3.7

0.91

16

SPONGEBOB

NICK

3.6

0.89

17

AVATAR

NICK

3.6

0.89

18

FAIRLY ODD PARENTS

NICK

3.6

0.88

19

FAIRLY ODD PARENTS

NICK

3.5

0.86

20

ZOEY 101

NICK

3.4

0.84

21

GREY'S ANATOMY-THU 9PM

ABC

3.4

0.84

22

DRAKE & JOSH

NICK

3.3

0.82

23

DANCING WITH THE STARS

ABC

3.3

0.81

23

WWE ENTERTAINMENT

USA

3.3

0.81

25

AVATAR

NICK

3.3

0.81

26

AVATAR

NICK

3.3

0.81

27

SPONGEBOB

NICK

3.3

0.80

28

FAIRLY ODD PARENTS

NICK

3.3

0.80

29

SURVIVOR: COOK ISLANDS

CBS

3.2

0.80

30

FAIRLY ODD PARENTS

NICK

3.2

0.79

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 30 PROGRAMS - BROADCAST & BASIC CABLE TV
Kids 2-11
Week Ended Oct. 22, 2006

Rank

Program

Net

Rtg%

In Millions

1

SPONGEBOB

NICK

5.2

2.10

2

SPONGEBOB

NICK

4.9

1.97

3

SPONGEBOB

NICK

4.9

1.96

4

NED DECLASSIFIED

NICK

4.9

1.95

5

DRAKE & JOSH

NICK

4.7

1.90

6

FAIRLY ODD PARENTS

NICK

4.7

1.86

7

SPONGEBOB

NICK

4.6

1.84

8

SPONGEBOB

NICK

4.6

1.83

9

DRAKE & JOSH

NICK

4.6

1.82

10

DRAKE & JOSH

NICK

4.3

1.74

11

SPONGEBOB

NICK

4.3

1.73

12

NED DECLASSIFIED

NICK

4.1

1.65

13

SPONGEBOB

NICK

4.1

1.64

14

SPONGEBOB

NICK

4.0

1.62

15

FAIRLY ODD PARENTS

NICK

4.0

1.61

16

DRAKE & JOSH

NICK

4.0

1.61

17

FAIRLY ODD PARENTS

NICK

4.0

1.60

18

AVATAR

NICK

4.0

1.59

19

NED DECLASSIFIED

NICK

3.9

1.58

20

AVATAR

NICK

3.9

1.57

21

SPONGEBOB

NICK

3.9

1.57

22

SPONGEBOB

NICK

3.9

1.57

23

NED DECLASSIFIED

NICK

3.9

1.56

24

FAIRLY ODD PARENTS

NICK

3.9

1.56

24

MR MEATY

NICK

3.9

1.56

26

FAIRLY ODD PARENTS

NICK

3.9

1.56

27

ZOEY 101

NICK

3.8

1.50

28

NED DECLASSIFIED

NICK

3.7

1.49

29

JIMMY NEUTRON

NICK

3.7

1.49

30

SPONGEBOB

NICK

3.7

1.48

Source: MTV Networks, based on data from Nielsen Media Research

 



Toni Fitzgerald is a staff writer for Media Life.




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