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
NBC and ABC fall against sports
Programming blog: Latest pickups and cancellations
TV ad clutter is worse than ever
Ranking the new shows, top to bottom
‘Crazy Ex-Girlfriend,’ surprisingly good
Rachel, I hear promise after promise
Tell us what you want from OOH ratings
Weekend TV: The zombies return
Cable overnights: Another MLB record
Fusion lays off 30 two years after launch
Even with decline, ‘Empire’ dominates
Cute: Halloween fun on Realtor.com
Survey: Morale is low at agencies
- David Kolbusz becomes CCO at Droga5 London
- Andrew Dauska becomes managing director at TBWA\Chiat\Day
- Lisa Zakarin becomes managing director at Publicis Hawkeye
- Kevin Dolak, Seung Lee and Helen Russell join Newsweek
- Karen DeFriez becomes affiliate sales manager at Westwood One
- Dick Costolo joins HBO's 'Silicon Valley' as a consultant
- Lou Diamond Phillips guesting on NBC's 'Blindspot'
- Melanie Liburd joins HBO's 'Game of Thrones'
- 'Sopranos' actor Frank Albanese dies at age 84
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Digital media planner opening in Seattle
Paid social media planner wanted in McLean, Virginia
Assistant OOH strategist position in New York
Media planner wanted in Philadelphia
Media buyer coordinator opening in New Haven