Fox easing up
on NBC in 18-49s


Credit 'American Idol,' also the top show for teens

By Kevin Downey


  Ratings on the broadcast networks may be slumping this summer, but that doesn’t mean competition for the No. 1 spot in the coveted adult 18-49 demographic has completely cooled off.
   NBC’s long-held dominance in the demographic is suddenly at risk now that the NBA Finals are over and Fox is making headway on the strength of its short-run summer series, “American Idol: The Search for a Superstar.”
   Fox didn’t quite unseat NBC last week, but it came close.
   NBC had a 2.7 adult 18-49 rating to Fox’s 2.6, while CBS and ABC trailed with a 2.1 and a 1.9, respectively.
   UPN had a 1.1 and the WB had a 1 rating.
   Two episodes of “American Idol” on Fox averaged just under a 5 rating in the 18-49 demographic, which is virtually unchanged from a week earlier, and ranked No. 1 and No. 2.
   The show also ranked No. 1 among teens and adults 18-34. It did particularly well with women.
   While the reality show was behind Fox’s strong performance last week, some of the network’s other shows did well too, with repeats of “Bernie Mac,” “The Simpsons,” “That 70s Show” and “Malcolm in the Middle” all ranking in the top 20 for adults 18-49.
   Fox’s “Looking for Love: Bachelorettes in Alaska,” which has bumped along for the past few weeks without generating much in the way of media attention or viewer interest, is showing signs of life against weaker competition on the other networks.
   The show was up 30 percent, compared to a week earlier, and tied at No. 36 with a 2.6 rating.
   Fox’s average rating, however, was flat week-to-week and the network has a list of lingering trouble spots.
    The network suffered a 9 percent decline in its adult 18-49 rating during the regular season, which ended on May 22, and is still being pulled down by shows like “Dark Angel,” which the network wisely eighty-sixed from its lineup.
   Although Fox is giving it a fight, NBC remains the top network mostly due to the workhorses on its schedule, like repeats of “Law & Order,” “Friends” and “Will & Grace.”
   NBC is also doing well with its own short-run series, however, with “Dog Eat Dog” premiering to strong numbers just as “Fear Factor” and “Spy TV” did last summer.
    “Dog” tied for No. 3 in the 18-49 demographic and ranked in the top 10 for every major demographic group, among both men and women. The show had just under 10.3 million viewers.
   While Fox and NBC battled it out, ABC returned to the No. 4 slot in the 18-49 demographic that it grew accustomed to during the regular season.
   A big part of the reason comes down to low-rated shows doing even worse in repeats.
   But it also reflects weak performances by its original summer series.
    Three of those shows - “The Mole 2,” “Houston Medical” and “State v.” - failed to rank in the top 25 and “The Mole’s” rating was down nearly 16 percent from a week earlier, to a 2.7, and tied at No. 33. 
    “Houston” and “State” tied at No. 43 with a 2.4 rating.
   Meanwhile, CBS easily ranked No. 1 in households with 13 shows ranking among the top 25 last week.
    “CSI” was again the highest-ranked show in the 18-49 demo, with a 9.8 rating, and in total viewers, with just over 15 million.

PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending June 23, 2002


 

Households

 

People 2+

 

Adults 18-49

 

Network

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

6.0

6360

11

3.2

8520

10

2.1

2660

7

NBC

5.1

5360

10

2.7

7340

8

2.7

3480

9

FOX

3.8

3980

7

2.1

5730

7

2.6

3330

9

ABC

3.6

3840

7

2.0

5440

6

1.9

2420

6

UPN

1.7

1810

3

1.0

2610

3

1.1

1460

4

WB

1.6

1660

3

0.9

2360

3

1.0

1300

3

PAX

0.7

790

1

0.4

1040

1

0.3

320

1

Source: Nielsen Media Research


 

SEASON-TO-DATE*
PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Sept. 24, 2001 through June 23, 2002


 

Households

 

People 2+

 

Adults 18-49

 

Network

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

NBC

8.5

9000

14

4.8

12990

13

5.1

6460

14

CBS

7.9

8290

13

4.4

11850

12

3.7

4710

10

ABC

6.1

6390

10

3.4

9250

9

3.4

4340

9

FOX

5.5

5760

9

3.3

8780

8

3.8

4890

10

UPN

2.6

2730

4

1.5

4140

4

1.8

2260

5

WB

2.4

2520

4

1.3

3630

3

1.5

1970

4

PAX

0.9

930

1

0.5

1260

1

0.3

410

1

* Regular broadcast season ended May 22, 2002
Source: Nielsen Media Research


 

NETWORK TV
Ranked on Households
Week Ending June 23, 2002


     

HOUSEHOLDS

 

PERSONS 2+

 

#

PROGRAMS

Net

Rtg
%

Shr

(000)

#

Rtg
%

(000)

1

CSI

CBS

9.8

18

10370

1

5.6

15009

2

EVERYBODY LOVES
 RAYMOND

CBS

8.9

15

9402

2

4.9

13251

3

48 HOURS
MONDAY

CBS

8.8

15

9299

3

4.5

12192

4

BECKER

CBS

8.0

13

8480

4

4.3

11662

5

LAW AND
 ORDER

NBC

7.7

13

8105

5

4.1

10994

6

60 MINUTES

CBS

7.5

16

7958

6

3.8

10274

7

LAW AND ORDER:SVU

NBC

7.1

13

7444

6

3.8

10148

8

DATELINE NBC-TUE

NBC

6.9

12

7228

15

3.4

9288

8

PRICE IS RIGHT: US MARINE(S)

CBS

6.9

14

7286

10

3.7

9927

10

KING OF 
QUEENS

CBS

6.8

13

7141

11

3.6

9592

11

PRIMETIME THURSDAY

ABC

6.7

12

7084

12

3.5

9429

11

YES, DEAR

CBS

6.7

12

7031

12

3.5

9349

13

DOG EAT DOG

NBC

6.4

11

6774

6

3.8

10250

13

JAG

CBS

6.4

12

6783

15

3.4

9172

15

AMERICAN IDOL-TUES

FOX

6.2

11

6495

6

3.8

10305

15

DATELINE FRI

NBC

6.2

13

6499

18

3.2

8552

15

LAW AND ORDER:CRIM INTENT

NBC

6.2

11

6557

17

3.3

8849

18

60 MINUTES II

CBS

6.1

12

6470

22

3.0

8166

18

CBS WED.
 MOVIE ("Deep
 In My Heart")

CBS

6.1

11

6458

29

2.9

7947

20

FRIENDS

NBC

6.0

12

6377

18

3.2

8525

21

20/20-FRI

ABC

5.9

11

6195

22

3.0

8175

21

GUARDIAN

CBS

5.9

10

6186

21

3.1

8312

21

WILL & GRACE

NBC

5.9

11

6262

22

3.0

8110

24

AMERICAN IDO
WED

FOX

5.8

10

6122

12

3.5

9469

24

E.R.

NBC

5.8

11

6121

22

3.0

8196

Source: Nielsen Media Research


 

CABLE TV
Ranked on Households
Week Ending June 16, 2002


BASIC CABLE

     

Households

Households

Persons 2+

#

PROGRAM NAME

NET

(000)

Rtg%

(000)

1

DEAD ZONE, THE

USA

4093

3.9

6438

2

WWE ENTERTAINMENT (WWE RAW ZONE)

TNN

3719

3.5

6024

3

PRIME MOVIE (TOO YOUNG TO BE DAD)

LIF

3511

3.3

4712

4

WWE ENTERTAINMENT (WWE RAW)

TNN

3380

3.2

5617

5

SPONGEBOB

NICK

2906

2.8

3997

6

SPONGEBOB

NICK

2844

2.7

3853

7

SPONGEBOB

NICK

2827

2.7

4039

8

REAL WORLD XI

MTV

2755

2.6

3151

9

SPONGEBOB

NICK

2746

2.6

3955

10

SPONGEBOB

NICK

2713

2.6

3811

11

SPONGEBOB

NICK

2699

2.6

3883

12

FAIRLY ODD PARENTS

NICK

2621

2.5

3369

12

SPONGEBOB

NICK

2621

2.5

3630

14

MOVIE, USA (BIG DADDY)

USA

2608

2.5

4103

15

SPONGEBOB

NICK

2576

2.4

3684

PAY CABLE

     

Households

Households

Persons 2+

#

PROGRAM NAME

NET

(000)

Rtg%

(000)

1

WCB: LEWIS VS. TYSON (LEWIS VS. TYSON)

HBO

3583

3.4

5757

2

WCB: LEWIS VS. TYSON (POST)

HBO

3227

3.1

4821

3

WCB: LEWIS VS. TYSON (PRE)

HBO

2740

2.6

4098

4

SEX AND THE CITY(S)-6/16/2002

HBO

2585

2.5

3666

5

ARLISS(S)-6/16/2002

HBO

2269

2.2

3161

Total U.S. ratings and household projections are based on 105.5 million TV homes.
Source: Nielsen Media Research


 

SYNDICATION
Ranked on Households
Week Ending June 9, 2002


     

Households

#

PROGRAMS

Syndicator

US Rtg%

(000)

1

WHEEL OF FORTUNE

KIN

7.7

8072

2

JEOPARDY

KIN

6.8

7215

3

FRIENDS-SYN (AT)

WB

6.4

6713

4

SEINFELD (AT)

CTS

5.7

5991

5

JUDGE JUDY (AT)

PRM

5.6

5865

6

EVRY LVS RAYMOND-SYN (AT)

KIN

5.5

5853

6

OPRAH WINFREY SHOW (AT)

KIN

5.5

5844

8

ENTERTAINMENT TONIGHT(AT)

PRM

4.9

5205

9

BUENA VISTA III

BV

4.5

4710

10

SEINFELD-WKND (AT)

CTS

4.2

4410

Source: Nielsen Media Research


 

SPANISH-LANGUAGE TELEVISION
Ranked on Households
Week Ending June 23, 2002


#

PROGRAMS

Net

NHTI*|
Rtg%

Projection
(000)

1

PRIVILEGIO DE AMAR-WED

UNI

25.4

2587

2

SALOME THU

UNI

24.5

2496

3

PRIVILEGIO DE AMAR-THU

UNI

24.0

2450

3

SALOME MON

UNI

24.0

2443

5

SALOME WED

UNI

23.4

2390

6

SALOME TUE

UNI

22.7

2313

7

SALOME FRI

UNI

22.4

2282

8

PRIVILEGIO DE AMAR-MON

UNI

22.0

2241

9

PRIVILEGIO DE AMAR-TUE

UNI

21.7

2218

10

PRIVILEGIO DE AMAR-FRI

UNI

21.2

2159

11

CRISTINA-MON

UNI

18.6

1899

12

DON FRANCISCO PRESENTA-WE

UNI

17.9

1821

13

JUEGO DE LA VIDA-MON

UNI

16.6

1690

14

PICA Y SE EXTIENDE THU

UNI

16.5

1679

15

JUEGO DE LA VIDA-THU

UNI

15.9

1619

16

JUEGO DE LA VIDA-TUE

UNI

15.4

1572

17

JUEGO DE LA VIDA-WED

UNI

15.3

1556

18

JUEGO DE LA VIDA-FRI

UNI

14.8

1505

19

AQUI Y AHORA-TUE

UNI

14.3

1458

20

AY MARIA QUE PUNTERIA-SUN

UNI

12.5

1280

* Nielsen Hispanic Television Index; ratings based on 10.2 million Hispanic TV homes.
Source: Nielsen Media Research


 

NETWORK SPORTS
Ranked on Households
Week Ending June 16


NETWORK TV

Households

Persons 2+

#

PROGRAMS

Net

Episode

US Rtg
%

Shr

(000)

(000)

1

NBA FINALS 4(S)-6/12

NBC

LAKERS 
AT NJ

10.8

19

11380

16560

2

US OPEN GOLF-SUN(S)
6/16

NBC

8.9

22

9436

13104

3

US OPEN GOLF-SAT(S)
6/15

NBC

6.0

17

6286

8234

4

FOX 
NASCAR 
WINSTON CUP

FOX

MICH.
 400

4.8

13

5037

7442

5

STANLEY CUP FINAL-GM5
(S)-6/13

ABC

CAR.
 AT 
DET.

4.2

8

4470

6848

6

WWE SMACKDOWN!

UPN

3.6

6

3810

5519

7

STANLEY CUP FINAL-GM4
(S)-6/10

ABC

DET.
 AT
CAR

3.5

6

3704

5106

8

SATURDAY BASEBALL

FOX

VAR. TEAMS

3.0

9

3123

4241

9

US OPEN GOLF-THU
(S)-6/13

NBC

2.8

9

2969

3497

10

US OPEN GOLF-FRI
(S)-6/14

NBC

2.7

9

2901

3680

11

WC SOCCER GM-6/16(S)
6/16

ABC

IRE.
 VS 
SPAIN

1.3

4

1409

1977

12

WC SOCCER
 GM1
6/15(S)-6/15

ABC

POLAND 
VS USA

1.1

3

1166

1474

13

WC SOCCER
Game 2
-6/15

ABC

DEN.
 VS 
ENG.

1.1

3

1161

1518

14

PIKES PEAK 
INDY 225(S)
6/16

ABC

1.0

3

1066

1501

15

CBS SPORTS SPEC.
SA

CBS

NTRA CHAMPS SER.1

0.9

3

984

1158

16

NCAA COLLEGE WORLD SERIES
6/15

CBS

1 RND- STAN.
 VS N. DAME

0.8

2

875

1077

17

AUTO RACING:
CART
FEDX

CBS

GRAND PRIX - PORT.

0.8

2

875

1190

18

BELLSOUTH SR CLASSIC 6/14

PAX

0.1

0

139

185

19

WUSA WOMENS SOCCER

PAX

NY
AT SAN JOSE

0.1

0

86

<<

Source: Nielsen Media Research


June 26, 2002© 2002 Media Life


-Kevin Downey is a staff writer for Media Life


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