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Sweeps #s: CBS,
then ABC and NBC
Stronger final night gave
Disney network its edge
What a difference a year makes.
The November sweeps period has ended, with three things
becoming abundantly clear: CBS is on top for the first time since
1980, ABC is back, and NBC has faded fast.
As expected, CBS finished first during the November
period among viewers 18-49. It was its first such win since TV
watchers were trying to figure out who shot J.R. on “Dallas.”
CBS averaged a 4.5 rating and 12 share.
ABC, which was planted soundly in the No. 3 spot last
November, scored a strong Wednesday night, the last of the sweeps
period, to edge out NBC for second place with a 4.0 average 18-49
rating and 11 share.
NBC, which was No. 1 last November, ended up in third
with a 4.0 average rating and 10 share.
Fox finished fourth at 3.0/8, the WB fifth at
1.6/4, and UPN sixth at 1.5/4.
Among households CBS finished on top with a 9.2 average
rating and 15 share. NBC was second at 7.0/11, ABC third at 6.9/11,
Fox fourth at 4.4/7, the WB fifth at 2.6/4, and UPN sixth at 2.5/4.
Wednesday night proved to be the deciding factor
in the race between ABC and NBC for second place among viewers
18-49.
Though safely in first place and not needing the
night, CBS actually finished first Wednesday, averaging a 5.1
18-49 rating and 13 share based on the strength of rookie drama “CSI:
NY” (5.5/14) and the holiday classic “Rudolph the Red-Nosed
Reindeer” (5.2/14).
But ABC was a close second that night, averaging a 5.0
rating and 13 share for its hot new drama “Lost” (5.9/16), a
Christmas special starring pop stars Nick Lachey and Jessica Simpson
(5.1/12), and the mildly popular “Wife Swap” (4.1/11).
That left the flailing NBC in third place, costing it
at least a share of second place for the November sweeps period.
That night the network averaged a 3.9 18-49 rating and 10 share,
accentuated by a curiously weak “Apprentice” special that only
averaged a 2.8/7.
NBC did pick up momentum as the night progressed, averaging a
4.0/10 for “The West Wing” at 9 p.m. and a 4.8/13 for “Law
& Order” at 10 p.m., but those numbers weren’t strong enough
to overcome “Apprentice’s” disappointing performance.
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Dec.
3, 2004
©
2004
Media Life
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