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belong under the rug
Big three networks see their 18-49 ratings tumble
By Kevin Downey
The July sweeps came and went with little notice, but they served as another benchmark of how the broadcast networks are doing this summer.
The conclusion: not so hot.
Despite lineups full of reality shows that are topping the weekly ratings, four of the six major networks posted year-to-year declines in the adult 18-49 demographic sought after by many advertisers, while Fox inched up 4 percent and the WB remained flat--and in last place.
NBC dipped 15 percent but ranked No. 1, even though Fox claimed the top-rated show most weeks with “American Idol: The Search for a Superstar,” with a 2.9 adult 18-49 rating. NBC’s strength comes from shows like “Dog Eat Dog” and highly rated repeats like “Law & Order.”
Fox lost to NBC by two-tenths of a point and ranked No. 2 with a 2.7 rating.
The other networks fared considerably worse.
CBS’s rating was down 4 percent, to a 2.3.
But the biggest loser was ABC, perhaps not surprisingly considering its berth at No. 4 for the better part of a year. Its rating in the demo was down 15 percent, to a 2.2.
UPN was down 8 percent, to a 1.2, and the WB maintained a 1 rating for the sweeps, which concluded last Wednesday and are one of four month-long periods during the year when ratings are used to determine local ad rates.
Many media buyers consider the July sweeps the least important of the sweeps because they take place during the repeat-heavy summer. Since the networks have beefed up their summer schedules in recent years, though, the July sweeps and off-season months in general have become increasingly competitive among the broadcasters.
NBC’s long-standing dominance in the demo looked iffy when Fox’s “Idol” premiered to strong numbers early this summer and grew into what is now the summer’s top-rated show.
Fox has only managed to topple NBC in the 18-49 demographic twice this summer, though.
NBC, in fact, was No. 1 again last week with a 2.9 rating, compared to Fox’s 2.5, CBS’s 2.3, ABC’s 2.2. UPN and the WB had a 1 rating.
NBC had two of the three highest-rated shows with “Dog Eat Dog” and “Meet My Folks.”
Reality shows accounted for four of the top 5, with “Idol” taking two of those spots, and accounted for six of the week’s top 10.
Other top shows included the AFC-NFC Hall of Fame game on ABC, which was that network’s top-rated show at No. 7 with a 4.2 rating.
The game, which was the first co-hosted by Al Michaels and John Madden, pulled in an audience of 10.5 million people. That was a 16.7 percent improvement over last year’s game and ranked No. 13 in total viewers.
Despite ABC’s overall weak performance, the network also had a strong showing with “The Mole II” finale. The show went head-to-head with “Idol” on Tuesday and managed to tie for No. 17 with a 3.5 rating.
The network had a long list of trouble spots, however, with “The Fourth Annual Family TV Awards” holding the distinction as the lowest-rated show on the Big Four networks. The special had a dismal 0.8 rating in the 18-49 demographic and tied at No. 110 out of 119 primetime shows.
The premiere of two new programs did little better.
“ICU: Arkansas Children’s Hospital” ranked No. 58 with a 2 rating, while the four-part “Widows” debuted at No. 62 with a 1.8 rating.
Meanwhile, CBS tied at No. 1 among households. It was also No. 1 in that demographic for the July sweeps.
CBS and NBC had a 5.4 household rating and 10 share last week. ABC had a 4.2/8, Fox had a 3.5/7, UPN had a 1.7/3 and the WB had a 1.6/3.
|
JULY SWEEPS |
|||||
|
Network |
Households |
Adults 18-49 |
Adults 18-49% Change |
||
|
ABC |
Rating |
4.1 |
2.2 |
-15% |
|
|
Share |
8 |
7 |
|||
|
CBS |
Rating |
5.4 |
2.3 |
-4% |
|
|
Share |
10 |
8 |
|||
|
FOX |
Rating |
3.8 |
2.7 |
4% |
|
|
Share |
7 |
9 |
|||
|
NBC |
Rating |
5.3 |
2.9 |
-15% |
|
|
Share |
10 |
9 |
|||
|
UPN |
Rating |
1.8 |
1.2 |
-8% |
|
|
Share |
3 |
4 |
|||
|
WB |
Rating |
1.6 |
1.0 |
0% |
|
|
Share |
3 |
3 |
|||
|
Source: Nielsen Media Research |
|||||
|
PRIMETIME
AVERAGES BY NETWORK |
|||||||||||
|
Households |
People 2+ |
Adults 18-49 |
|||||||||
|
Network |
Rtg% |
(000) |
Shr |
Rtg% |
(000) |
Shr |
Rtg% |
(000) |
Shr |
||
|
CBS |
5.4 |
5710 |
10 |
2.9 |
7730 |
9 |
2.3 |
2900 |
7 |
||
|
NBC |
5.4 |
5700 |
10 |
2.9 |
7930 |
9 |
2.9 |
3750 |
9 |
||
|
ABC |
4.2 |
4460 |
8 |
2.3 |
6250 |
7 |
2.2 |
2820 |
7 |
||
|
FOX |
3.5 |
3720 |
7 |
2.1 |
5620 |
6 |
2.5 |
3240 |
8 |
||
|
UPN |
1.7 |
1810 |
3 |
1.0 |
2580 |
3 |
1.0 |
1260 |
3 |
||
|
WB |
1.6 |
1670 |
3 |
0.9 |
2330 |
3 |
1.0 |
1210 |
3 |
||
|
PAX |
0.8 |
870 |
2 |
0.4 |
1160 |
1 |
0.3 |
380 |
1 |
||
|
Source: Nielsen Media Research |
|||||||||||
|
SEASON-TO-DATE* |
|||||||||
|
Network |
Households |
People 2+ |
Adults 18-49 |
||||||
|
Rtg% |
(000) |
Shr |
Rtg% |
(000) |
Shr |
Rtg% |
(000) |
Shr |
|
|
NBC |
8.0 |
8460 |
14 |
4.5 |
12160 |
12 |
4.7 |
6010 |
13 |
|
CBS |
7.5 |
7920 |
13 |
4.2 |
11250 |
11 |
3.5 |
4440 |
10 |
|
ABC |
5.7 |
6060 |
10 |
3.2 |
8760 |
9 |
3.2 |
4090 |
9 |
|
FOX |
5.2 |
5490 |
9 |
3.1 |
8370 |
8 |
3.7 |
4660 |
10 |
|
UPN |
2.5 |
2600 |
4 |
1.5 |
3920 |
4 |
1.7 |
2130 |
5 |
|
WB |
2.3 |
2390 |
4 |
1.3 |
3430 |
3 |
1.5 |
1850 |
4 |
|
PAX |
0.9 |
920 |
1 |
0.5 |
1230 |
1 |
0.3 |
400 |
1 |
|
* Regular broadcast season ended May 22, 2002 |
|||||||||
|
NETWORK TV |
||||||||
|
# |
PROGRAMS |
Net |
HOUSEHOLDS |
PERSONS 2+ |
||||
|
Rtg% |
Shr |
(000) |
RANK |
Rtg% |
(000) |
|||
|
1 |
CSI |
CBS |
9.5 |
17 |
9999 |
1 |
5.2 |
14142 |
|
2 |
60 MINUTES |
CBS |
8.6 |
18 |
9106 |
3 |
4.5 |
12189 |
|
3 |
EVERYBODY LOVES RAYMOND |
CBS |
8.3 |
14 |
8782 |
3 |
4.5 |
12050 |
|
4 |
LAW AND ORDER |
NBC |
8.0 |
14 |
8483 |
6 |
4.2 |
11327 |
|
5 |
48 HOURS-MONDAY |
CBS |
7.8 |
13 |
8206 |
8 |
4.0 |
10697 |
|
6 |
DATELINE NBC-TUE |
NBC |
7.7 |
14 |
8090 |
7 |
4.1 |
10988 |
|
7 |
BECKER |
CBS |
7.5 |
12 |
7867 |
8 |
4.0 |
10683 |
|
7 |
DATELINE SUN-7PM |
NBC |
7.5 |
14 |
7938 |
8 |
4.0 |
10773 |
|
9 |
DOG EAT DOG |
NBC |
7.4 |
12 |
7838 |
2 |
4.7 |
12654 |
|
10 |
LAW AND ORDER:CRIM INTENT |
NBC |
7.3 |
12 |
7663 |
12 |
3.9 |
10592 |
|
11 |
AFC-NFC HALL OF FAME GAME(S) (Houston vs. NY Giants) |
ABC |
7.0 |
12 |
7368 |
12 |
3.9 |
10522 |
|
11 |
AMERICAN IDOL-TUESDAY |
FOX |
7.0 |
12 |
7379 |
3 |
4.5 |
12154 |
|
13 |
AFC-NFC HALL-FME SHOWCASE(S) |
ABC |
6.8 |
14 |
7215 |
15 |
3.7 |
10091 |
|
14 |
LAW AND ORDER:SVU |
NBC |
6.6 |
13 |
6919 |
16 |
3.4 |
9111 |
|
15 |
AMERICAN IDOL-WEDNESDAY |
FOX |
6.4 |
11 |
6777 |
8 |
4.0 |
10819 |
|
15 |
MEET MY FOLKS 8/5(S) |
NBC |
6.4 |
11 |
6790 |
12 |
3.9 |
10508 |
|
17 |
PRIMETIME THURSDAY |
ABC |
6.1 |
11 |
6463 |
23 |
3.0 |
8159 |
|
18 |
DATELINE FRI |
NBC |
5.9 |
12 |
6213 |
23 |
3.0 |
8053 |
|
19 |
CRIME AND PUNISHMENT |
NBC |
5.8 |
10 |
6123 |
18 |
3.3 |
8890 |
|
20 |
BIG BROTHER 3-WED |
CBS |
5.7 |
10 |
6016 |
19 |
3.2 |
8683 |
|
20 |
FEAR FACTOR |
NBC |
5.7 |
10 |
6034 |
16 |
3.4 |
9261 |
|
20 |
KING OF QUEENS |
CBS |
5.7 |
11 |
5999 |
19 |
3.2 |
8554 |
|
20 |
YES, DEAR |
CBS |
5.7 |
10 |
6020 |
19 |
3.2 |
8555 |
|
24 |
20/20-FRI |
ABC |
5.6 |
11 |
5888 |
31 |
2.8 |
7484 |
|
24 |
AGENCY, THE |
CBS |
5.6 |
10 |
5926 |
23 |
3.0 |
8041 |
|
24 |
BIG BROTHER 3-THU |
CBS |
5.6 |
11 |
5905 |
19 |
3.2 |
8644 |
|
24 |
FRIENDS |
NBC |
5.6 |
11 |
5887 |
23 |
3.0 |
8219 |
|
24 |
WILL & GRACE |
NBC |
5.6 |
10 |
5875 |
23 |
3.0 |
8150 |
|
Source: Nielsen Media Research |
||||||||
|
CABLE TV |
|||||
|
BASIC CABLE |
|||||
|
# |
PROGRAM NAME |
NET |
Households |
Persons 2+ |
|
|
(000) |
Rtg% |
||||
|
1 |
WWE ENTERTAINMENT (WWE RAW ZONE) |
TNN |
3400 |
3.2 |
5201 |
|
2 |
THE ANNA NICOLE SHOW |
ENT |
3179 |
3.0 |
4125 |
|
3 |
NFL PRE-SEASON FOOTBALL L (49ERS/REDSKINS) |
ESPN |
3080 |
2.9 |
4606 |
|
4 |
MONK (104 MONK GOES CARNIVAL) |
USA |
3011 |
2.9 |
4909 |
|
5 |
WWE ENTERTAINMENT (WWE RAW) |
TNN |
2875 |
2.7 |
4349 |
|
6 |
SPONGEBOB |
NICK |
2751 |
2.6 |
4235 |
|
7 |
SPONGEBOB |
NICK |
2659 |
2.5 |
3513 |
|
8 |
MLB SUNDAY NIGHT L (CARDINALS/BRAVES) |
ESPN |
2638 |
2.5 |
3651 |
|
9 |
SPONGEBOB |
NICK |
2592 |
2.5 |
3793 |
|
10 |
HEY ARNOLD |
NICK |
2579 |
2.4 |
3745 |
|
11 |
SPONGEBOB |
NICK |
2498 |
2.4 |
3608 |
|
12 |
SPONGEBOB |
NICK |
2493 |
2.4 |
3529 |
|
13 |
STRONG MEDICINE |
LIF |
2481 |
2.4 |
3031 |
|
14 |
SPONGEBOB |
NICK |
2477 |
2.3 |
3490 |
|
15 |
TNT BIG PICTURE MOVIES (US MARSHALS) |
TNT |
2476 |
2.3 |
3399 |
|
PAY CABLE |
|||||
|
# |
PROGRAM NAME |
NET |
Households |
Persons 2+ |
|
|
(000) |
Rtg% |
||||
|
1 |
SEX AND THE CITY(S)-8/04 |
HBO |
4553 |
4.3 |
6593 |
|
2 |
ARLISS(S)-8/04 |
HBO |
2636 |
2.5 |
3919 |
|
3 |
REAL SEX 30 |
HBO |
2567 |
2.4 |
3825 |
|
4 |
WIRE, THE |
HBO |
2401 |
2.3 |
3418 |
|
5 |
SEX AND THE CITY(S)-8/03 |
HBO |
2248 |
2.1 |
3398 |
|
Total U.S. ratings and household projections are
based on 105.5 million TV homes. |
|||||
|
SYNDICATION |
||||
|
# |
PROGRAMS |
Syndicator |
Households |
|
|
US Rtg% |
(000) |
|||
|
1 |
WHEEL OF FORTUNE |
KIN |
7.7 |
8073 |
|
2 |
FRIENDS-SYN (AT) |
WB |
6.4 |
6786 |
|
3 |
JEOPARDY |
KIN |
6.1 |
6467 |
|
4 |
SEINFELD (AT) |
CTS |
5.7 |
5972 |
|
5 |
EVRY LVS RAYMOND-SYN (AT) |
KIN |
5.6 |
5908 |
|
6 |
SEINFELD-WKND (AT) |
CTS |
5.4 |
5693 |
|
6 |
OPRAH WINFREY SHOW (AT) |
KIN |
5.4 |
5664 |
|
8 |
ENTERTAINMENT TONIGHT(AT) |
PRM |
5.3 |
5637 |
|
9 |
JUDGE JUDY (AT) |
PRM |
4.9 |
5165 |
|
10 |
WARNER BROS VOLUME 32 |
WB |
4.1 |
4317 |
|
Source: Nielsen Media Research |
||||
|
SPANISH-LANGUAGE
TELEVISION |
||||
|
# |
PROGRAMS |
Net |
NHTI* |
Projection |
|
1 |
PRIVILEGIO DE AMAR-WED |
UNI |
27 |
2755 |
|
2 |
SALOME TUE |
UNI |
26.5 |
2699 |
|
3 |
PRIVILEGIO DE AMAR-TUE |
UNI |
26.4 |
2697 |
|
4 |
SALOME MON |
UNI |
26.3 |
2683 |
|
5 |
PRIVILEGIO DE AMAR-MON |
UNI |
26.1 |
2660 |
|
6 |
SALOME WED |
UNI |
25.9 |
2641 |
|
7 |
PRIVILEGIO DE AMAR-THU |
UNI |
25.8 |
2634 |
|
8 |
PRIVILEGIO DE AMAR-FRI |
UNI |
24.8 |
2525 |
|
9 |
SALOME THU |
UNI |
24.6 |
2508 |
|
10 |
SALOME FRI |
UNI |
22.5 |
2292 |
|
11 |
JUEGO DE LA VIDA-MON |
UNI |
19.6 |
1999 |
|
12 |
JUEGO DE LA VIDA-TUE |
UNI |
18.4 |
1874 |
|
12 |
JUEGO DE LA VIDA-WED |
UNI |
18.4 |
1872 |
|
14 |
DON FRANCISCO PRESENTA-WE |
UNI |
17.9 |
1827 |
|
14 |
JUEGO DE LA VIDA-THU |
UNI |
17.9 |
1826 |
|
14 |
PICA Y SE EXTIENDE TUE |
UNI |
17.9 |
1824 |
|
17 |
CRISTINA-MON |
UNI |
17.8 |
1815 |
|
18 |
CASOS VIDA R: ED. ESP FRI |
UNI |
17.2 |
1758 |
|
18 |
AQUI Y AHORA-THU |
UNI |
17.2 |
1750 |
|
20 |
JUEGO DE LA VIDA-FRI |
UNI |
15.5 |
1584 |
|
* Nielsen
Hispanic Television Index; ratings based on 10.2 million Hispanic TV
homes. |
||||
|
NETWORK SPORTS |
|||||||
| # | PROGRAMS | Net |
Episode |
Households |
Persons 2+ |
||
|
US Rtg% |
Shr |
(000) |
(000) |
||||
|
1 |
BRICKYARD 400(S) |
NBC |
NASCAR: |
6.3 |
16 |
6692 |
10183 |
|
2 |
LINCOLN FINANCIAL BATTLE(S) |
ABC |
WDS |
5.1 |
9 |
5418 |
7574 |
|
3 |
FOX SATURDAY |
FOX |
VAR. |
3.2 |
10 |
3368 |
4311 |
|
4 |
WWE SMACKDOWN! |
UPN |
3.1 |
6 |
3323 |
5399 |
|
|
5 |
INTERNATIONAL |
CBS |
2.4 |
6 |
2517 |
3252 |
|
|
6 |
INTERNATIONAL |
CBS |
2.2 |
6 |
2316 |
3093 |
|
|
7 |
WWE DIVAS |
UPN |
1.3 |
2 |
1332 |
1800 |
|
|
8 |
ACURA CLASSIC-8/4 |
ABC |
1.1 |
3 |
1206 |
1587 |
|
|
9 |
CBS SPORTS SPECTACULAR |
CBS |
TENNIS MASTERS - TORONTO |
1.1 |
3 |
1192 |
1432 |
|
10 |
CBS SPORTS |
CBS |
THE HAMBLE- |
0.8 |
2 |
817 |
1186 |
|
11 |
NBC SPORTS SPECIAL.(S) |
NBC |
VANS TRIPLE: |
0.8 |
2 |
849 |
1143 |
|
12 |
WNBA-SAT |
NBC |
LA |
0.8 |
2 |
874 |
1129 |
|
13 |
ML SOCCER ALL-STAR GAME |
ABC |
0.7 |
2 |
737 |
1003 |
|
|
14 |
TOPSPIN: USTA KIDS SHOW-3 |
CBS |
0.7 |
2 |
725 |
866 |
|
|
15 |
LTPATH LONG ISL CLSC(S) |
PAX |
0.1 |
0 |
118 |
136 |
|
|
16 |
WUSA WOMENS SOCCER |
PAX |
SAN JOSE AT CAROLINA |
0.1 |
0 |
86 |
165 |
|
Source: Nielsen Media Research |
|||||||
August 14, 2002© 2002 Media Life
-Kevin Downey is a staff writer for Media Life
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