A wilting 'Friends'
in its final season

Off 39 percent in 18-49 viewers from a year ago

By Toni Fitzgerald

    CBS is gaining on NBC on Thursday nights, and you can blame an unlikely culprit. After its two highest-rated seasons ever, NBC's "Friends" is suddenly taking a big dip at a time when NBC's Thursday hold is more tenuous than ever.

   Last week the show averaged a 9.2 18-49 rating, its best showing since week three but still down 17 percent from its average for the first three weeks and down a startling 39 percent from its year-ago showing.
   Paired with a resurgence of CBS’s “Survivor,” which also airs Thursdays at 8 p.m., that has meant very bad news for NBC, which for the first time in more than 15 years is in danger of losing its Thursday domination among adults 18-49.

   Last week CBS tied NBC for No. 1 on Thursday night for the first time during a November sweeps since the people meter’s inception in 1987. That came two weeks after CBS won the night outright against a slate of original NBC programming, albeit a win that was aided by Fox’s competing World Series coverage.

    The Thursday problems, of course, started with “Coupling’s” inability to hold an audience out of “Will & Grace,” but last week the failure of “Friends” to attract attention for what should be a huge bon voyage became increasingly evident.

   “Survivor,” on the other hand, hit a season-best 8.1 last week, up 7 percent from its six-week season average.

    The “Friends” ratings dropoff has come in the four weeks since the show wrapped up the Rachel-Joey love storyline, suggesting that perhaps it was abandoned too quickly. “Survivor’s” ratings uptick – the past two weeks have been its highest rated – comes after producers stuck in a controversial rule change that returned booted contestants to the competition.

   “Survivor” still lags well behind the 8.5 season average from last season’s “Survivor: Thailand,” though that includes the finale audience in its average.

   But as long as it’s pushing “Friends,” that dropoff doesn’t matter too much. “Friends” will assumedly pick up viewers as the year goes on, but by then CBS may have gotten several more Thursday night wins as “Friends” goes to      December reruns and “Survivor” takes advantage.
   Boosted by its Thursday showing and Wednesday's Country Music Awards, CBS tied NBC in 18-49s for the week for the first time during November sweeps since 1987.
  In other ratings news last week, the death episode of ABC’s “8 Simple Rules For Dating My Teenage Daughter” finished No. 5 with a series-best 8.1 18-49 rating. That also boosted lead-out “According to Jim” at 9 p.m. Tuesday to a best-ever 6.0.

   The premiere of NBC’s “Average Joe” finished No. 19, bettering the last showing by former Monday 10 p.m. occupant “Third Watch” by 66 percent.

    In the battle of made-for-TV sweeps stunts, CBS’s “Elizabeth Smart Story” finished ahead of NBC’s “Saving Jessica Lynch” by a mere 4 percent Sunday.


PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending
Nov. 9


Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

10.0

10880

16

5.7

15670

15

4.6

5950

12

NBC

7.8

8410

13

4.3

11720

11

4.6

5900

12

ABC

6.7

7310

11

3.7

10270

10

3.7

4710

10

FOX

4.0

4340

6

2.3

6230

6

2.7

3500

7

WB

2.8

3050

4

1.5

4250

4

1.7

2150

4

UPN

2.4

2640

4

1.3

3590

3

1.4

1860

4

PAX

0.7

750

1

0.4

1070

1

0.3

350

1

* Each rating point is equivalent to 1.067 million homes
Source: Nielsen Media Research



SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending Nov. 9


Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

8.8

9530

14

4.8

13320

13

3.8

4880

10

NBC

7.5

8090

12

4.0

11100

11

4.3

5580

12

FOX

7.4

7970

12

4.1

11390

11

4.3

5560

12

ABC

6.4

6910

10

3.5

9660

9

3.6

4650

10

WB

2.8

3050

4

1.5

4220

4

1.7

2160

4

UPN

2.4

2580

4

1.3

3490

3

1.5

1890

4

PAX

0.6

680

1

0.3

930

1

0.2

300

1

* Each rating point is equivalent to 1.067 million home
Source: Nielsen Media Research 



NETWORK TV
Ranked on Households
Week Ending Nov. 9


#

PROGRAMS

Net

HOUSEHOLDS

PERSONS 2+

Rtg%

(000)

Shr

Rtg%

(000)

Shr

1

CSI

CBS

18.1

27

19579

1

10.8

29648

2

E.R.

NBC

13.6

22

14708

6

7.3

20038

3

FRIENDS

NBC

13.4

21

14477

4

7.4

20375

4

CSI: MIAMI

CBS

13.2

21

14258

7

7.1

19518

5

CMA AWARDS(S)

CBS

12.8

20

13926

3

7.5

20748

6

8 SIMPLE RULES

ABC

12.7

19

13754

4

7.4

20512

7

SURVIVOR: PEARL ISLANDS

CBS

12.3

19

13287

2

7.8

21436

8

EVERYBODY LOVES RAYMOND

CBS

12.2

18

13180

8

6.8

18619

9

FRIENDS 11/6(S)

NBC

12.0

18

13026

10

6.6

18172

9

WITHOUT A TRACE

CBS

12.0

20

12987

9

6.7

18452

11

NFL MONDAY NIGHT FOOTBALL

ABC

11.6

20

12604

12

6.0

16639

12

60 MINUTES

CBS

11.3

18

12296

11

6.4

17591

12

LAW AND ORDER

NBC

11.3

18

12214

13

5.9

16381

14

TWO AND A HALF MEN

CBS

10.7

16

11607

14

5.8

16019

15

CBS SUNDAY MOVIE

CBS

10.0

17

10872

14

5.8

16039

16

NFL MONDAY SHOWCASE

ABC

9.9

15

10770

18

5.3

14686

16

WILL & GRACE

NBC

9.9

15

10740

18

5.3

14682

18

20/20-FRI

ABC

9.7

17

10568

21

5.0

13899

19

JUDGING AMY

CBS

9.6

16

10378

24

4.8

13361

20

NBC MOVIE OF THE WEEK-SU.(S)

NBC

9.5

15

10280

16

5.4

14913

21

ACCORDING TO JIM 9PM

ABC

9.3

14

10082

16

5.4

14779

22

BACHELOR, THE

ABC

9.0

13

9797

23

4.9

13492

22

COLD CASE

CBS

9.0

13

9702

20

5.2

14390

24

LAW AND ORDER:CR INT 11/9(S)

NBC

8.9

14

9612

24

4.8

13179

25

LAW AND ORDER:SVU

NBC

8.8

14

9543

26

4.7

13075

Source: Nielsen Media Research



TOP 30 PROGRAMS - BROADCAST TV
Adults 18-49
Week Ending Nov. 9


Rank

Program

Net

Rtg%

In Millions

1

CSI

CBS

10.5

13.58

2

FRIENDS

NBC

9.2

11.85

3

ER

NBC

9.1

11.77

4

FRIENDS 8:30

NBC

8.2

10.57

5

8 SIMPLE RULES

ABC

8.1

10.45

5

SURVIVOR: PEARL ISLANDS

CBS

8.1

10.42

7

WILL & GRACE

NBC

7.4

9.49

8

CSI: MIAMI

CBS

6.9

8.83

9

NFL MONDAY NIGHT FOOTBALL

ABC

6.2

8.03

9

CMA AWARDS

CBS

6.2

8.02

11

THE BACHELOR

ABC

6.1

7.85

11

EVERYBODY LOVES RAYMOND

CBS

6.1

7.84

11

FEAR FACTOR

NBC

6.1

7.83

11

SIMPSONS-SUN 8:30 PM

FOX

6.1

7.81

15

ACCORDING TO JIM

ABC

6.0

7.70

15

WITHOUT A TRACE

CBS

6.0

7.68

17

SCRUBS

NBC

5.9

7.58

17

SIMPSONS

FOX

5.9

7.59

19

AVERAGE JOE

NBC

5.8

7.50

20

LAW & ORDER

NBC

5.6

7.22

20

CBS SUNDAY MOVIE

CBS

5.6

7.19

22

TWO AND A HALF MEN

CBS

5.5

7.03

22

LAW & ORDER: SVU

NBC

5.5

7.14

24

NBC MOVIE OF THE WEEK-SUNDAY

NBC

5.4

6.91

25

FEAR FACTOR 11/4

NBC

4.8

6.19

25

LAS VEGAS

NBC

4.8

6.21

27

LESS THAN PERFECT

ABC

4.7

6.11

28

LAW & ORDER: CRIM INTENT 11/9

NBC

4.4

5.61

29

FRASIER

NBC

4.3

5.60

30

20/20

ABC

4.2

5.35

 30

 MALCOLM IN THE MIDDLE

 FOX

4.2

5.37

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



CABLE TV
Ranked on Households
Week Ending
Nov. 2


BASIC CABLE

#

PROGRAM NAME

NET

Households 

Persons 2+

(000)

Rtg %

Rtg %

1

NFL REGULAR SEASON L (PACKERS/VIKINGS)

ESPN

8026

7.4

10991

2

COLL FTBALL-SAT PRIME L (MIAMI/VIRGINIA TECH)

ESPN

3677

3.4

4766

3

SPONGEBOB

NICK

3525

3.3

4784

4

NFL PRIME TIME L

ESPN

3443

3.2

4890

5

FAIRLY ODD PARENTS

NICK

3045

2.8

4284

6

SPONGEBOB

NICK

3025

2.8

3900

7

SPONGEBOB

NICK

2969

2.7

4063

8

WWE ENTERTAINMENT (WWE RAW)

SPIKE

2960

2.7

4518

9

WWE ENTERTAINMENT (WWE RAW ZONE)

SPIKE

2958

2.7

4461

10

FAIRLY ODD PARENTS

NICK

2859

2.6

4030

11

FAIRLY ODD PARENTS

NICK

2847

2.6

3994

12

FAIRLY ODD PARENTS

NICK

2797

2.6

4054

13

FAIRLY ODD PARENTS

NICK

2779

2.6

3592

14

JIMMY NEUTRON

NICK

2729

2.5

3874

15

SPONGEBOB

NICK

2710

2.5

3515

PAY CABLE

#

PROGRAM NAME

NET

Households 

Persons 2+

(000)

Rtg %

Rtg %

1

WCB: 11/1/03 (MAYWEATHER VS. NDOU)

HBO

2336

2.2

3194

2

CARNIVALE

HBO

2208

2.0

2965

3

SOPRANOS, THE

HBO

2146

2.0

2859

4

TRANSPORTER, THE

HBO

2128

2.0

2976

5

WCB: 11/1/03 (PRE 2)

HBO

2055

1.9

2804

* Each rating point is equivalent to 1.067 million homes
Source: Nielsen Media Research



SYNDICATION
Ranked on Households
Week Ending Nov. 2


#

 PROGRAMS

Syndicator

Households

US Rtg%

(000)

1

WHEEL OF FORTUNE

KIN

9.4

10198

2

ESPN NFL REGULAR SEASON

ESP

8.4

9112

3

JEOPARDY

KIN

7.2

7825

4

OPRAH WINFREY SHOW (AT)

KIN

6.8

7339

5

FRIENDS-SYN (AT)

WB

6.2

6755

5

SEINFELD (AT)

SPT

6.2

6667

7

ENTERTAINMENT TONIGHT(AT)

PRM

6.1

6583

8

SEINFELD-WKND (AT)

SPT

5.7

6212

8

EVRY LVS RAYMOND-SYN (AT)

KIN

5.7

6195

10

DR. PHIL SHOW

KIN

5.3

5742

Source: Nielsen Media Research


 

SPANISH-LANGUAGE TELEVISION
Ranked on Households
Week Ending Nov. 9


#

PROGRAMS

Net

NHTI*
Rtg%

Projection
(000)

1

NINA AMADA MIA WED

UNI

26.3

2780

2

NINA AMADA MIA THU

UNI

26.2

2771

3

NINA AMADA MIA TUE

UNI

25.7

2721

4

NINA AMADA MIA MON

UNI

24.6

2598

5

NINA AMADA MIA FRI

UNI

23.3

2460

6

MANANTIAL TUE

UNI

21.1

2229

7

VELO DE NOVIA TUE

UNI

21.0

2220

7

VELO DE NOVIA THU

UNI

21.0

2218

9

VELO DE NOVIA MON

UNI

20.9

2210

9

MANANTIAL THU

UNI

20.9

2207

11

VELO DE NOVIA WED

UNI

20.7

2191

12

DON FRANCISCO PRESENTA-WE

UNI

20.5

2171

13

MANANTIAL WED

UNI

20.2

2133

14

VELO DE NOVIA FRI

UNI

19.5

2066

15

MANANTIAL MON

UNI

19.4

2049

16

AQUI Y AHORA-THU

UNI

19.1

2024

17

PREMIOS TV Y NOV'03 11/09(S)-11/09/2003

UNI

18.6

1963

18

MANANTIAL FRI

UNI

18.2

1919

19

CASOS VIDA R: ED. ESP TUE

UNI

17.5

1846

20

SABADO GIGANTE-SAT

UNI

17.1

1807

* Nielsen Hispanic Television Index; ratings based on 9.7 million Hispanic TV homes.
Source: Nielsen Media Research



NETWORK SPORTS
Ranked on Household
Week Ending
Nov. 2


#

PROGRAMS

Net

Episode

Households

Persons 2+

US
Rtg%

Shr (000)

(000)

1

FOX NFL 
SUN.-NAT

FOX

Var. teams
 & times

13.2

24

14331

20550

2

NFL MON.
NIGHT FOOTBALL

ABC

MIAMI 
VS San
Diego

10.7

18

11627

15800

3

CBS NFL 
SINGLE

CBS

Var. teams
 & times

9.6

23

10459

14004

4

FOX NFL
SUNDAY-REG.

FOX

Var. teams 
& times

6.7

16

7213

9672

5

ABC COLLEGE 
FTBL GM-EAR

ABC

Var. teams 
& times

5.6

15

6078

7878

6

ABC COLLEGE 
FTBL GM-LT

ABC

Var. teams
 & times

5.6

13

6093

8169

7

PHOENIX 500(S)-11/02

NBC

NASCAR:
Winston Cup

4.7

10

5141

7684

8

HOME DEPOT
 CLLG FTBLL2

CBS

Ga.@
Fla.

3.7

9

4049

5338

9

WWE 
SMACKDOWN!

UPN

3.7

6

4027

5948

10

NOTRE DAME
FOOTBALL

NBC

Fla.St. @
Notre Dame

2.0

5

2168

2579

11

SKATE
AMER.-11/2(S)

ABC

1.7

4

1881

2421

12

CHRYSLER
CHAMP-11/2(S)

ABC

1.3

3

1449

1822

13

CBS SPORTS
SPECT-SU

CBS

ARETE
HONORS -
COURAGE

1.3

3

1374

1641

14

NBC SPORTS 
SPEC. 11/2(S)

NBC

NYC
Marathon

1.3

3

1447

1691

15

SKATE
AMER.-11/2A(S)

ABC

1.2

3

1281

1552

16

CBS SPORTS
SPECT.-SA

CBS

Summer
Tour
Rodeo Final

0.9

3

1020

1371

Source: Nielsen Media Research



November 12, 2003© 2003 Media Life


- Toni Fitzgerald is a staff writer for Media Life.


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