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adult 18-49 viewers
Strong season finales blunt competitors' stunts
By Kevin Downey
With
less than two weeks to go in the May sweeps, NBC has all but assured
itself a hard-won victory in the adult 18-49 demo.
The network was boosted last week with a 4.7 rating for
that demo, putting it six-tenths of a point ahead of its nearest
competition.
The network has averaged a 4.8 rating through the first 18
days of the sweeps.
While that’s down 9 percent compared to last year at this
time, it’s still well ahead of CBS’s 4.2, Fox’s 4.1 and ABC’s 3.8
for adults 18 to 49.
NBC’s win last week was made easier by the lack of "Survivor"
competition from CBS.
But it was also helped out by a number of sweeps-driven
season finales for its most popular shows.
By contrast, sweeps stunts on the other networks either
sputtered or flopped entirely.
CBS’s Marilyn Monroe movie, "Blond, Part 1," for
example, only managed a 3.6, adult 18-49 rating, and ranked No. 47. Its
"Dr. Quinn" movie on Saturday ranked No. 86 and even did worse
than shows like the WB’s "Roswell," which is being canceled.
"The Shirley Temple Story," on ABC’s
"Wonderful World of Disney," only had a 3.4 and ranked No. 49.
Fox, too, stumbled with "Surprise Wedding 2," which
ranked a poor No. 60 in the demo.
NBC was not immune to stunt troubles. Its "Steve Martini’s
The Judge, Part 2," did better than the first part, with a 3.1
rating, but still only ranked No. 57.
But that was the exception.
All of NBC's Thursday shows, including the wedding-themed
last episode of "Friends," improved their ratings by almost 10
percent over the previous week.
"Law & Order," which regularly ranks in the top
10 for adults 18-49, had an increase as well.
And a special episode of "Weakest Link" with
the cast of the first "Survivor" had a 6.9 rating compared to
its regular Monday episode’s 5.1.
Season finales on the other networks also did well.
Over at Fox, even poorly rated shows like
"Lone Gunmen" improved with season finales. That show was up
one-tenth of a rating point.
The finale of ABC’s "The Practice" was up over 17 percent compared to a week earlier and ranked No. 3 in
adults 18-49 and No. 2 in households.
ABC was also helped by celebrity specials
of "Millionaire," which averaged a 4.4 rating compared to the previous week’s 4.0.
For the week, NBC had a 4.7 rating in the 18-49 demo. Fox had
a 4.1, ABC had a 4.0 and CBS had a 3.8. The WB had a 1.7 to UPN’s 1.6.
Last week’s rating helped NBC’s standing for the May
sweeps, which end on the 23rd.
That also marks the end of the regular TV season, and NBC is
well positioned to win that too.
Its average so far is a 4.7 to Fox’s and ABC’s
4.5 and CBS’s 4.0. The WB and UPN have a 1.6.
Despite coming in last place among the big-four
networks in 18-49s, CBS won last week in households.
It had an 8.4 rating and 14 share to NBC’s 7.9/14, ABC’s
7.8/13, and Fox’s 5.4/9. The WB had a 2.5/4 and UPN had a 2.4/4.
The disparity between CBS’s household and 18-49 ratings
points out its continuing struggle to reach younger viewers.
Certain movies and specials on the network skew heavily to
older viewers, who are generally less sought after by advertisers.
"Miss Universe," for example, ranked No. 59 in
total viewers but only No. 72 in 18-49s. The "Dr. Quinn" movie
ranked No. 54 in viewers but No. 86 in the younger demo, and the
"Academy of Country Music Awards" ranked No. 20 in viewers but
No. 33 in adults 18-49.
Those types of older-skewing shows are reflected in CBS’s ratings
for the season. It is in last place among adults 18-49 but still has the
lead in households, with an 8.6/14 to ABC’s 8.4/14, NBC’s 7.9/13,
Fox’s 6.1/10, the WB’s 2.5/4, and UPN’s 2.4/4.
|
MAY SWEEPS |
||||||||
|
ABC |
CBS |
NBC |
FOX |
|||||
|
Adults 18-49 |
Rtg |
Share |
Rtg |
Share |
Rtg |
Share |
Rtg |
Share |
|
4/27-5/14/00 |
5.4 |
15.8 |
3.3 |
9.7 |
5.3 |
15.5 |
3.9 |
11.6 |
|
4/26-5/13/01 |
3.8 |
11.1 |
4.2 |
12.0 |
4.8 |
13.8 |
4.1 |
12.0 |
|
% Change |
-30 |
-30 |
+27 |
+24 |
-9 |
-11 |
+5 |
+3 |
|
ABC |
CBS |
NBC |
FOX |
|||||
|
Viewers 2+ |
Rtg |
Share |
Rtg % |
Share |
Rtg % |
Share |
Rtg % |
Share |
|
4/27-5/14/00 |
5.9 |
15,250 |
4.4 |
11,560 |
4.7 |
12,280 |
3.1 |
8,130 |
|
4/26-5/13/01 |
4.1 |
10,760 |
5.1 |
13,240 |
4.4 |
11,480 |
3.2 |
8,460 |
|
% Change |
-31 |
-29 |
+16 |
+15 |
-6 |
-7 |
+3 |
+4 |
|
ABC |
CBS |
NBC |
FOX |
|||||
|
Households |
Rtg |
Share |
Rtg |
Share |
Rtg |
Share |
Rtg |
Share |
|
4/27-5/14/00 |
10.0 |
17.2 |
8.0 |
13.7 |
8.7 |
14.9 |
5.4 |
9.3 |
|
4/26-5/13/01 |
7.4 |
12.6 |
9.1 |
15.6 |
8.0 |
13.8 |
5.4 |
9.3 |
|
% Change |
-26 |
-27 |
+14 |
+14 |
-8 |
-7 |
+0 |
+0 |
|
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 |
8.4 |
8620 |
14 |
4.6 |
12110 |
13 |
3.8 |
4750 |
11 |
|
NBC |
7.9 |
8070 |
14 |
4.3 |
11370 |
12 |
4.7 |
5850 |
14 |
|
ABC |
7.8 |
7930 |
13 |
4.3 |
11270 |
12 |
4.0 |
4990 |
12 |
|
FOX |
5.4 |
5520 |
9 |
3.2 |
8470 |
9 |
4.1 |
5160 |
12 |
|
WB |
2.5 |
2600 |
4 |
1.5 |
3860 |
4 |
1.7 |
2140 |
5 |
|
UPN |
2.4 |
2440 |
4 |
1.4 |
3540 |
4 |
1.6 |
1930 |
4 |
|
PAX |
0.9 |
890 |
1 |
0.5 |
1250 |
1 |
0.4 |
440 |
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 |
12560 |
12 |
4.0 |
5030 |
11 |
|
ABC |
8.4 |
8590 |
14 |
4.8 |
12570 |
12 |
4.5 |
5540 |
12 |
|
NBC |
7.9 |
8090 |
13 |
4.4 |
11520 |
11 |
4.7 |
5880 |
13 |
|
FOX |
6.1 |
6250 |
10 |
3.7 |
9610 |
9 |
4.5 |
5540 |
12 |
|
WB |
2.5 |
2560 |
4 |
1.4 |
3720 |
4 |
1.6 |
1990 |
4 |
|
UPN |
2.4 |
2490 |
4 |
1.4 |
3730 |
4 |
1.6 |
1960 |
4 |
|
PAX |
0.9 |
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 |
E.R. |
NBC |
16.0 |
26 |
16356 |
1 |
8.8 |
23166 |
|
2 |
PRACTICE, THE |
ABC |
13.9 |
24 |
14229 |
2 |
8.0 |
21023 |
|
3 |
LAW AND ORDER |
NBC |
13.2 |
21 |
13453 |
3 |
7.2 |
18821 |
|
4 |
CSI |
CBS |
12.3 |
19 |
12524 |
3 |
7.2 |
18896 |
|
5 |
EVERYBODY LOVES RAYMOND |
CBS |
12.1 |
19 |
12415 |
5 |
7.0 |
18344 |
|
6 |
WEST WING |
NBC |
12.0 |
18 |
12223 |
9 |
6.5 |
17010 |
|
7 |
MILLIONAIRE- TUE |
ABC |
11.9 |
20 |
12179 |
7 |
6.6 |
17163 |
|
8 |
MILLIONAIRE- SUN |
ABC |
11.8 |
19 |
12080 |
6 |
6.8 |
17773 |
|
9 |
FRIENDS |
NBC |
11.4 |
21 |
11675 |
7 |
6.6 |
17227 |
|
10 |
MILLIONAIRE- THU |
ABC |
11.1 |
17 |
11379 |
11 |
6.1 |
15985 |
|
11 |
BECKER |
CBS |
10.8 |
16 |
11067 |
12 |
6.0 |
15814 |
|
11 |
LAW AND ORDER:SVU |
NBC |
10.8 |
20 |
11041 |
13 |
5.8 |
15060 |
|
13 |
JUDGING AMY |
CBS |
10.5 |
17 |
10742 |
22 |
5.2 |
13723 |
|
13 |
SURVIVOR 2: BACK- OUTBACK(S) |
CBS |
10.5 |
18 |
10740 |
10 |
6.2 |
16263 |
|
15 |
CSI-10PM(S) |
CBS |
10.4 |
17 |
10653 |
13 |
5.8 |
15160 |
|
16 |
NYPD BLUE |
ABC |
10.2 |
16 |
10386 |
15 |
5.6 |
14679 |
|
17 |
FRASIER |
NBC |
10.0 |
16 |
10191 |
16 |
5.5 |
14502 |
|
18 |
MILLIONAIRE- WED SP-5/9(S) |
ABC |
9.9 |
16 |
10119 |
17 |
5.4 |
14203 |
|
19 |
ACM AWARDS(S) |
CBS |
9.4 |
15 |
9625 |
20 |
5.3 |
13864 |
|
19 |
WILL & GRACE |
NBC |
9.4 |
15 |
9594 |
17 |
5.4 |
14169 |
|
21 |
MILLIONAIRE- FRI |
ABC |
9.1 |
18 |
9283 |
26 |
4.8 |
12576 |
|
22 |
DATELINE FRI |
NBC |
9.0 |
16 |
9153 |
30 |
4.6 |
12088 |
|
22 |
WEAKEST LINK-SPL(S) |
NBC |
9.0 |
15 |
9153 |
22 |
5.2 |
13650 |
|
24 |
JAG |
CBS |
8.9 |
15 |
9107 |
28 |
4.7 |
12328 |
|
25 |
JUST SHOOT ME |
NBC |
8.6 |
13 |
8783 |
24 |
4.9 |
12919 |
|
Source: Nielsen Media Research |
||||||||
|
CABLE TV |
|||||
| BASIC CABLE | |||||
|
House- |
House- holds |
Persons 2+ |
|||
|
# |
PROGRAM NAME |
Net |
(000) |
US Rating % |
(000) |
|
1 |
WWF ENTERTAINMENT |
TNN |
4224 |
4.1 |
6538 |
|
2 |
WWF ENTERTAINMENT |
TNN |
3850 |
3.8 |
6253 |
|
3 |
WINSTON CUP RACE (PONTIAC EXCITEMENT 400-RCHMN) |
FX |
2623 |
2.6 |
4518 |
|
4 |
SUNDAY MOVIE I (FAMILY OF STRANGERS) |
Life |
2483 |
2.4 |
2871 |
|
5 |
SPONGEBOB |
Nick |
2229 |
2.2 |
3091 |
|
6 |
SUNDAY MOVIE III (SEDUCED BY MADNESS, PT.II) |
Life |
2210 |
2.2 |
2708 |
|
7 |
RUGRATS |
Nick |
2143 |
2.1 |
2752 |
|
8 |
SUNDAY MOVIE II (SEDUCED BY MADNESS, PT. I) |
Life |
2068 |
2.0 |
2451 |
|
9 |
NBA PLAYOFFS (JAZZ / MAVERICKS) |
TBS |
2025 |
2.0 |
2571 |
|
10 |
SUNDAY MOVIE (MOTHER'S REVENGE, A) |
Life |
2016 |
2.0 |
2439 |
|
11 |
RUGRATS |
Nick |
1995 |
2.0 |
3018 |
|
12 |
SPONGEBOB |
Nick |
1993 |
2.0 |
2919 |
|
13 |
NBA PLAYOFFS (RAPTORS / KNICKS) |
TNT |
1990 |
1.9 |
2682 |
|
14 |
SPONGEBOB |
Nick |
1966 |
1.9 |
3080 |
|
15 |
RUGRATS |
Nick |
1930 |
1.9 |
2633 |
|
PAY CABLE |
|||||
| House- holds |
House- holds |
Persons 2+ |
|||
|
# |
PROGRAM NAME |
(000) |
US Rating % |
(000) |
|
|
1 |
SOPRANOS, THE |
5372 |
5.3 |
8789 |
|
|
2 |
BIG MOMMAS HOUSE |
2889 |
2.8 |
4654 |
|
|
3 |
BELLEVUE:INSIDE OUT (AU) |
2444 |
2.4 |
3463 |
|
|
4 |
BOXING AFTER DARK 5/5/01 (VARGAS VS RIVERA) |
2125 |
2.1 |
2960 |
|
|
5 |
BOXING AFTER DARK 5/5/01 (MOLINA VS LAZCANO) |
2117 |
2.1 |
2983 |
|
|
*Total U.S. ratings and household projections are based on 102.2
million TV homes. Source: Nielsen Media Research |
|||||
|
SYNDICATION |
|||
|
Households |
Households |
||
|
# |
PROGRAM NAME |
US Rating % |
(000) |
|
1 |
WHEEL OF FORTUNE |
9.4 |
9622 |
|
2 |
JEOPARDY |
7.9 |
8097 |
|
3 |
SEINFELD - WKND |
5.9 |
5979 |
|
4 |
ENTERTAINMENT TONIGHT (AT) |
5.8 |
5921 |
|
5 |
OPRAH WINFREY SHOW (AT) |
5.6 |
5755 |
|
5 |
JUDGE JUDY (AT) |
5.6 |
5677 |
|
7 |
FRIENDS-SYN (AT) |
5.1 |
5253 |
|
8 |
FRASIER-SYN (AT) |
5.0 |
5069 |
|
9 |
SEINFELD |
4.2 |
4281 |
|
10 |
ENTERTAINMENT TONIGHT WKD |
4.1 |
4149 |
|
Source: Nielsen Media Research |
|||
May 16, 2001 © 2001 Media Life
-Kevin Downey is a staff writer for Media Life.
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