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a sweet sweeps boost
Leads in households and second in 18-49s
By Kevin Downey
Just
how important is "Survivor" to CBS?
Plenty, it
turns out.
The season's top-rated reality show gave CBS a 38 percent increase in
its adult 18-49 rating through the first 11 days of the May sweeps,
compared to this time last year.
So far, CBS has a 4.4 adult 18-49
rating for the sweeps to NBC’s 4.8. Fox has a 4.0 and ABC has a
3.7, which is down 36 percent.
CBS is notorious for its
older audience and is typically in last place in this demo that is sought after
by many advertisers.
Although CBS still
trails NBC by four-tenths of a rating point, the sizable ratings increase
and a second place position come just as the network TV upfront season is
about to begin.
A good deal of the $7.5-plus billion that is expected
to exchange hands during the upfront will be based on the 18-49 demo, and
CBS may be one of the few networks to fare well in a year with anticipated
declines in spending.
Moreover, CBS
leads in households for the sweeps, with a 9.5 rating and 16 share, based
on Nielsen data. NBC has an 8.1/14, ABC has a 7.1/12, and Fox has a 5.4/9.
The network has,
not surprisingly, benefited mostly from "Survivor."
Even though the audience
for the final episode was 30 percent lower than for the original’s finale,
it outpaced its closest competition by 66 percent.
"Survivor"
ranked No. 1 last week with just under 36.4 million viewers. "ER"
ranked No. 3 with 21.8 million.
"ER" went
head-to-head with "Survivor 2: The Reunion." That show ranked
No. 2 for the week and had somewhat over 28 million viewers.
The strong
numbers for "Survivor" virtually ensure its position on
CBS’s schedule for years to come, in large part because of its success against NBC’s Thursday lineup.
But while CBS took
control of the night this year, NBC’s Thursday shows are still proving to be reliable
performers.
"Friends" was
down just over 6 percent from a week earlier, and a second episode improved
on "The Weber Show" by 29.3 percent. That, of course, says a lot
more about the dim future for "Weber" than it does
"Friends."
But even the lesser
Thursday shows did not suffer miserably against the second hour of
"Survivor."
"Will &
Grace" was down about 14 percent but still ranked No. 6 in 18-49s.
And "Just Shoot Me," which went up against "Survivor’s"
conclusion, was down about 23 percent.
"ER’s"
adult 18-49 rating against the reunion special was down only 16 percent
compared to the week before.
NBC’s Thursday
night and its dominance on Wednesday helped the network tie CBS in the
18-49 demo last week.
NBC and CBS had a 4.6 rating
to Fox’s 4.1 and ABC’s 4.0.
The WB and UPN
both had a 1.6.
CBS won in households
with a 9.7/16 to NBC’s 8.0/14, ABC’s 7.1/12, Fox’s 5.6/9, the WB’s
2.5/4 and UPN’s 2.4/4.
For the
season, CBS is winning in households but is in last place among the
big-four in 18-49s.
Meanwhile, other sweeps
programs have had mixed results on all of the networks.
NBC’s
"Weakest Link" was down over 28 percent in the 18-49 demo
compared to the week earlier. The show went up against
"Armageddon" on ABC, which had a 4.9 rating. The movie more than
doubled the rating for the previous week’s movie, "Kiss My
Act," with Camryn Manheim.
NBC also continues to
air miniseries, despite having disastrous results with them in recent
years.
Its "Steve Martini’s
The Judge, Part 1" ranked No. 65 with a 2.7 rating.
The
"Hallmark Hall of Fame" on CBS, on the other hand, is typically
a strong performer. But "Follow the Stars Home" only
managed to rank No. 41.
Both "The
Judge" and "Follow" went up against "Millionaire’s"
celebrity special. The game show easily won its hour and ranked No. 15.
And while Fox has done
well all year, its "Boot Camp" is dying a slow death. While it
might revive for this week’s final episode, last week the show fell
another 13 percent.
|
MAY SWEEPS |
||||||||
|
ABC |
CBS |
NBC |
FOX |
|||||
|
Adults 18-49 |
Rating % |
Share |
Rating % |
Share |
Rating % |
Share |
Rating % |
Share |
|
4/27-5/7/00 |
5.8 |
16.8 |
3.2 |
9.2 |
5.2 |
15.1 |
3.8 |
11.3 |
|
4/26-5/6/01 |
3.7 |
10.7 |
4.4 |
12.6 |
4.8 |
13.9 |
4.0 |
11.8 |
|
% Change |
-36 |
-36 |
+38 |
+37 |
-8 |
-8 |
+5 |
+4 |
|
ABC |
CBS |
NBC |
FOX |
|||||
|
Viewers 2+ |
Rating % |
(000) |
Rating % |
(000) |
Rating % |
(000) |
Rating % |
(000) |
|
4/27-5/7/00 |
6.3 |
16,260 |
4.4 |
11,370 |
4.6 |
11,920 |
3.0 |
7,870 |
|
4/26-5/6/01 |
4.0 |
10,440 |
5.3 |
13,960 |
4.4 |
11,540 |
3.2 |
8,460 |
|
% Change |
-37 |
-36 |
+20 |
+23 |
-4 |
-3 |
+7 |
+7 |
|
ABC |
CBS |
NBC |
FOX |
|||||
|
Households |
Rating % |
Share |
Rating % |
Share |
Rating % |
Share |
Rating % |
Share |
|
4/27-5/7/00 |
10.5 |
18.0 |
8.0 |
13.6 |
8.5 |
14.6 |
5.2 |
8.9 |
|
4/26-5/6/01 |
7.1 |
12.2 |
9.5 |
16.2 |
8.1 |
13.9 |
5.4 |
9.4 |
|
% Change |
-32 |
-32 |
+19 |
+19 |
-5 |
-5 |
+4 |
+6 |
|
Source: Nielsen Media Research |
||||||||
|
PRIMETIME AVERAGES BY NETWORK |
|||||||||
|
|
HOUSEHOLDS |
PERSONS 2+ |
ADULTS 18-49 |
||||||
|
Net |
Rtg |
(000) |
SHR |
Rtg |
(000) |
SHR |
Rtg |
(000) |
SHR |
|
CBS |
9.7 |
9940 |
16 |
5.5 |
14390 |
15 |
4.6 |
5700 |
13 |
|
NBC |
8.0 |
8150 |
14 |
4.3 |
11280 |
12 |
4.6 |
5700 |
13 |
|
ABC |
7.1 |
7260 |
12 |
4.0 |
10430 |
11 |
4.0 |
4920 |
11 |
|
FOX |
5.6 |
5720 |
9 |
3.3 |
8590 |
9 |
4.1 |
5120 |
12 |
|
WB |
2.5 |
2510 |
4 |
1.4 |
3600 |
4 |
1.6 |
1970 |
4 |
|
UPN |
2.4 |
2450 |
4 |
1.4 |
3660 |
4 |
1.6 |
1970 |
4 |
|
PAX |
1.0 |
970 |
2 |
0.5 |
1350 |
1 |
0.4 |
450 |
1 |
|
Source: Nielsen Media Research |
|||||||||
|
SEASON-TO-DATE |
|||||||||
|
|
HOUSEHOLDS |
PERSONS 2+ |
ADULTS 18-49 |
||||||
|
Net |
Rtg |
(000) |
SHR |
Rtg |
(000) |
SHR |
Rtg |
(000) |
SHR |
|
CBS |
8.6 |
8790 |
14 |
4.8 |
12580 |
12 |
4.1 |
5040 |
11 |
|
ABC |
8.4 |
8610 |
14 |
4.8 |
12610 |
12 |
4.5 |
5560 |
12 |
|
NBC |
7.9 |
8090 |
13 |
4.4 |
11520 |
11 |
4.7 |
5880 |
13 |
|
FOX |
6.1 |
6280 |
10 |
3.7 |
9640 |
9 |
4.5 |
5550 |
12 |
|
WB |
2.5 |
2560 |
4 |
1.4 |
3720 |
4 |
1.6 |
1980 |
4 |
|
UPN |
2.4 |
2490 |
4 |
1.4 |
3740 |
4 |
1.6 |
1960 |
4 |
|
PAX |
1.0 |
970 |
2 |
0.5 |
1370 |
1 |
0.4 |
460 |
1 |
|
Source: Nielsen Media Research |
|||||||||
|
NETWORK TV |
||||||||
|
|
|
|
HOUSEHOLDS |
PERSONS 2+ |
||||
|
# |
PROGRAMS |
Net |
Rtg% |
Shr |
(000) |
# |
Rtg% |
(000) |
|
1 |
SURVIVOR 2 |
CBS |
20.1 |
31 |
20578 |
1 |
13.9 |
36352 |
|
2 |
SURVIVOR 2: THE REUNION(S) |
CBS |
16.0 |
25 |
16388 |
2 |
10.7 |
28008 |
|
3 |
E.R. |
NBC |
14.9 |
23 |
15211 |
3 |
8.3 |
21849 |
|
4 |
LAW AND ORDER |
NBC |
14.1 |
23 |
14361 |
4 |
7.5 |
19672 |
|
5 |
MILLIONAIRE- SUN |
ABC |
12.5 |
19 |
12739 |
4 |
7.5 |
19670 |
|
6 |
EVERYBODY LOVES RAYMOND |
CBS |
11.7 |
18 |
11945 |
8 |
6.5 |
17066 |
|
7 |
FRASIER |
NBC |
11.6 |
18 |
11888 |
6 |
6.7 |
17566 |
|
7 |
WEST WING |
NBC |
11.6 |
18 |
11894 |
9 |
6.3 |
16615 |
|
9 |
PRACTICE, THE |
ABC |
11.5 |
19 |
11729 |
7 |
6.6 |
17224 |
|
10 |
MILLIONAIRE- TUE |
ABC |
11.1 |
19 |
11329 |
13 |
5.8 |
15305 |
|
11 |
BECKER |
CBS |
10.6 |
16 |
10816 |
11 |
5.9 |
15357 |
|
12 |
LAW AND ORDER:SVU |
NBC |
10.4 |
19 |
10632 |
14 |
5.5 |
14274 |
|
13 |
TOUCHED BY AN ANGEL |
CBS |
10.3 |
17 |
10488 |
14 |
5.5 |
14358 |
|
14 |
60 MINUTES |
CBS |
10.2 |
20 |
10417 |
17 |
5.3 |
13870 |
|
15 |
FRIENDS |
NBC |
10.1 |
17 |
10332 |
10 |
6.0 |
15645 |
|
16 |
FRIENDS-SL(S) |
NBC |
10.0 |
16 |
10227 |
11 |
5.9 |
15460 |
|
17 |
CBS SUNDAY MOVIE ("Follow the Stars Home") |
CBS |
9.9 |
15 |
10144 |
20 |
5.1 |
13439 |
|
18 |
JUDGING AMY |
CBS |
9.8 |
16 |
10063 |
22 |
4.9 |
12778 |
|
19 |
NYPD BLUE |
ABC |
9.3 |
16 |
9530 |
18 |
5.2 |
13542 |
|
20 |
WILL & GRACE |
NBC |
9.2 |
14 |
9418 |
16 |
5.4 |
14061 |
|
21 |
CBS WED. MOVIE ("Murder, She Wrote") |
CBS |
8.9 |
15 |
9133 |
32 |
4.3 |
11324 |
|
21 |
DISTRICT, THE |
CBS |
8.9 |
17 |
9146 |
24 |
4.8 |
12695 |
|
21 |
MILLIONAIRE- FRI |
ABC |
8.9 |
16 |
9132 |
24 |
4.8 |
12660 |
|
24 |
ALLY MCBEAL |
FOX |
8.7 |
13 |
8937 |
24 |
4.8 |
12630 |
|
25 |
MILLIONAIRE- THU |
ABC |
8.5 |
13 |
8665 |
30 |
4.4 |
11593 |
|
Source: Nielsen Media Research |
||||||||
|
CABLE TV |
|||||
| BASIC CABLE | |||||
|
House- |
House- holds |
Persons 2+ |
|||
|
# |
PROGRAM NAME |
Net |
(000) |
US Rating % |
(000) |
|
1 |
WWF ENTERTAINMENT |
TNN |
4246 |
4.2 |
6661 |
|
2 |
WWF ENTERTAINMENT |
TNN |
3935 |
3.9 |
6514 |
|
3 |
RUGRATS |
Nick |
2286 |
2.2 |
3074 |
|
4 |
SUNDAY MOVIE III (HER FINAL FURY) |
Life |
2233 |
2.2 |
2979 |
|
5 |
SUNDAY MOVIE I (HER HIDDEN TRUTH) |
Life |
2048 |
2.0 |
2424 |
|
6 |
SUNDAY MOVIE II (WOMAN SCORNED, A) |
Life |
2037 |
2.0 |
2487 |
|
7 |
JAG |
USA |
2031 |
2.0 |
2443 |
|
8 |
SPONGEBOB |
Nick |
2023 |
2.0 |
2883 |
|
9 |
NBA PLAYOFFS |
TNT |
1989 |
1.9 |
2476 |
|
10 |
SPONGEBOB |
Nick |
1970 |
1.9 |
3073 |
|
11 |
RUGRATS |
Nick |
1969 |
1.9 |
2568 |
|
12 |
JAG |
USA |
1959 |
1.9 |
2396 |
|
13 |
RUGRATS |
Nick |
1955 |
1.9 |
2546 |
|
14 |
JAG |
USA |
1931 |
1.9 |
2278 |
|
14 |
NBA PLAYOFFS |
TBS |
1931 |
1.9 |
2506 |
|
PAY CABLE |
|||||
| House- holds |
House- holds |
Persons 2+ |
|||
|
# |
PROGRAM NAME |
(000) |
US Rating % |
(000) |
|
|
1 |
SOPRANOS, THE |
5671 |
5.5 |
8436 |
|
|
2 |
61 |
3213 |
3.1 |
5577 |
|
|
3 |
DWARFS (AU) |
2537 |
2.5 |
4634 |
|
|
4 |
28 DAYS |
1910 |
1.9 |
2631 |
|
|
5 |
28 DAYS |
1904 |
1.9 |
2707 |
|
|
*Total U.S. ratings and
household projections are based on 102.2 million TV homes. |
|||||
|
SYNDICATION |
|||
|
|
|
Households |
Households |
|
# |
PROGRAM NAME |
US Rating % |
(000) |
|
1 |
WHEEL OF FORTUNE |
9.9 |
10108 |
|
2 |
JEOPARDY |
8.3 |
8464 |
|
3 |
ENTERTAINMENT TONIGHT |
5.8 |
5906 |
|
4 |
JUDGE JUDY (AT) |
5.6 |
5768 |
|
5 |
OPRAH WINFREY SHOW (AT) |
5.5 |
5655 |
|
6 |
FRIENDS-SYN (AT) |
5.2 |
5273 |
|
7 |
FRASIER-SYN (AT) |
4.9 |
4978 |
|
8 |
SEINFELD-WKND |
4.7 |
4824 |
|
9 |
SEINFELD |
4.3 |
4386 |
|
10 |
LIVE! WITH REGIS & KELLY |
3.9 |
3963 |
|
Source: Nielsen Media Research |
|||
May 9, 2001 © 2001 Media Life
-Kevin Downey is a staff writer for Media Life.
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