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.