Super Bowl boost for CBS’s ‘Mother’
Veteran CBS show averages a 4.0 in 18-49s
February 5, 2013
CBS won Monday night in adults 18-49, getting a Super Bowl boost for “How I Met Your Mother,” which hit a season high in the demo after several promotions during the big game.
“Mother” was the night’s highest-rated show, averaging a 4.0 in 18-49s, according to Nielsen overnights, up 8 percent from its most recent original two weeks ago.
The recently renewed sitcom won its timeslot, leading off a night in which CBS finished first in every half hour among 18-49s.
Undoubtedly “Mother” was helped by the theme of the episode, the return of the popular Robin Sparkles storyline.
“Mother” provided a solid lead-in for the seventh-season premiere of “Rules of Engagement,” which drew a 3.1, a point higher than former timeslot occupant “Partners” averaged during its brief run last fall.
“Rules” was down 14 percent from last year’s season premiere, when it aired behind the higher-rated “The Big Bang Theory” on Thursday night.
“Mother” was actually CBS’s only sitcom to see gains versus its most recent episode, even though all received Super Bowl promotion.
“2 Broke Girls,” which aired a much-buzzed-about pole dance ad during halftime of the game, averaged a 3.6 at 9 p.m., off 3 percent from its last original, and lead-out “Mike & Molly” drew a 3.1, flat with two weeks ago.
The return of original competition had an impact on Fox’s “The Following,” the new drama that premiered to strong numbers two weeks ago and actually grew in its second outing, the only new show to do so this year.
“Following” averaged a still-solid 2.9 at 9 p.m., off 12 percent from a 3.3 last week. Lead-in “Bones” was also off 12 percent from last week’s season high, to a 2.3.
In the showdown of two-hour 8 p.m. reality shows, ABC’s “The Bachelor” fell 4 percent from last week, to a 2.4, finishing ahead of NBC’s “The Biggest Loser,” which dipped 13 percent from the previous week to a 2.0.
On the CW, new midseason drama “The Carrie Diaries” hit a season high in several demos, including 18-49s (0.7), 18-34s (0.8) and women 18-34 (1.1).
CBS led the night among 18-49s with a 3.1 average overnight rating and an 8 share. Fox was second at 2.6/7, ABC third at 2.2/6, NBC fourth at 1.8/5, Univision fifth at 1.7/4, and Telemundo and CW tied for sixth at 0.5/1.
As a reminder, all ratings are based on live-plus-same-day DVR playback, which includes shows replayed before 3 a.m. the night before. Seven-day DVR data won’t be available for several weeks. Forty-seven percent of Nielsen households have DVRs.
CBS finished first during each hour of the night, starting with a 3.6 at 8 p.m. for “Mother” (4.0) and “Rules of Engagement” (3.1). ABC and Fox tied for second at 2.3, ABC for “Bachelor” and Fox for “Bones,” with NBC fourth with a 2.0 for “Loser,” Univision fifth with a 1.8 for “Por Ella Soy Eva,” CW sixth with a 0.7 for “Carrie” and Telemundo seventh with a 0.5 for “Pasion Prohibida.”
At 9 p.m. CBS was first with a 3.4 for “Girls” (3.6) and “Molly” (3.1), followed by Fox with a 2.9 for “Following.” ABC was third with a 2.5 for more “Bachelor,” NBC fourth with a 2.1 for more “Loser,” Univision fifth with a 1.8 for “Amores Verdaderos,” Telemundo sixth with a 0.6 for “La Patrona” and CW seventh with a 0.4 for “90210.”
CBS led again at 10 p.m. with a 2.3 for “Hawaii Five-0,” while ABC moved to second with a 1.8 for “Castle.” Univision was third with a 1.5 for “Amor Bravio,” NBC fourth with a 1.2 for “Deception” and Telemundo fifth with a 0.5 for “El Rostro de la Venganza.”
Among households, CBS was first for the night with a 6.3 average overnight rating and a 10 share. ABC and Fox tied for second at 5.4/8, NBC was fourth at 3.1/5, Univision fifth at 2.0/3, CW sixth at 0.8/1 and Telemundo seventh at 0.7/1.
Tags: 2 broke girls, abc, cbs, cw, dvr, how i met your mother, monday overnights, nbc, overnight ratings, overnights, promotions, season high, season highs, season premiere, super bowl, the following, timeslot
Drama lineup leads ABC to first on Thursday
Media buyers’ picks: What’s hot (and not) in digital radio
Best of the week: Trump Trump Trump Trump
After months, that Vermont paper finds its owner
Rachel, I love my new boss but he sure tells whoppers
The coming breakup of Clear Channel Outdoor
Weekend TV: CBS previews ‘The Good Fight’
Fox: Sorry about that fake news promoting our movie
New FCC chair: Let’s get those FM chips activated
Study: Millennials the worst-behaved drivers
Kids in Australia use more internet than TV
‘Doubt’ lags behind in Wednesday night debut
Yet more signs that ad blocking may be easing
- Mark Hunter becomes ECD at the community
- Phil Rehkemper becomes CFO at Freeman
- Ryan Alford becomes director of business development at DOM360
- Alex Aufmann becomes marketing director at AIM
- Paul Cox becomes legal editor at Bloomberg
- Ylan Q. Mui becomes economic reporter at CNBC
- Michelle Hagen becomes SVP of retail and NBCU Brand Development
- Larry Jones becomes CEO at Blackthorn Media
- Aarón Sánchez joins Fox's 'MasterChef'
- Mark Jones signs new multiyear deal at ESPN
- Genevieve Angelson joins NBC pilot 'Happy Peppers'
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Opening for a media planner at a top OOH agency
Orlando agency looking for a media planner/buyer
Freelance media planner/buyer available
Junior media planner/buyer position in Minneapolis-St. Paul
Media sales coordinator opening in New York