and CBS tie in 18-49s on scrappy Thursday
A lineup consisting mostly of repeats on the Big Four broadcast networks made for an unusually competitive Thursday this week, with NBC and CBS tying for No. 1 in the adult 18-49 demographic. NBC started off in the lead with repeats of “Friends” and “Scrubs,” while CBS was the highest-rated network at 9 p.m. with a repeat of “CSI” and at 10 p.m. with a repeat of “Without a Trace,” which beat an “ER” repeat on NBC in their first half-hour. ABC moved up to No. 1 at 10:30 p.m. with the second half of “Primetime Thursday.” NBC and CBS averaged a 6.1 adult 18-49 rating, based on preliminary Nielsen data. ABC had a 3.7. The network repeated sitcoms from its Tuesday and Wednesday lineup for the first two hours of primetime. Repeats of “Joe Millionaire” and “Man vs. Beast” led Fox to a 3.1 rating. Meanwhile, CBS held a wide lead among households with an 11.7 rating and 18 share. NBC had an 8.6/13, ABC had a 6.6/10 and Fox had a 4.2/6.
'American Idol' whacks Wednesday competition
A competitive lineup heavy on reality programs proved no match for Fox’s “American Idol” on Wednesday, with Fox ranking No. 1 in the adult 18-49 demographic by 5 rating points. ABC came closest to keeping Fox from overwhelming the competition with a 90-minute version of “The Bachelorette,” which ranked No. 2 in its time slot and improved its rating 79 percent from beginning to end. Still, “Idol” had more than a 5 point lead in both shows’ final half-hour at 9:30 p.m. CBS started out the night in second place with “Star Search,” but that show fell 15 percent in its second half, when “Bachelorette” and “Idol” started. CBS floundered for the remainder of the night. NBC suffered too until Fox wrapped up at 10 p.m., when “Law & Order” ranked No. 1. Fox averaged a 10.4 adult 18-49 rating and a 12.2 household rating and 18 share, based on Nielsen overnights. ABC had a 5.4 and a 7.6/12, NBC had a 4.3 and an 8.1/12 and CBS had a 2.8 and a 6.6/10.
Last-minute skinny on Super Sunday spots
Although ABC may not have sold out its Super Bowl advertising two days before the show -- it’s rumored that several $2 million spots will be snatched at the last minute -- most of the schedule has been set, thanks largely to a few big advertisers. Pepsi, General Motors, Anheuser-Busch and Sony account for 40 percent of the ad time ABC has sold. Reebook, DaimlerChrysler and FedEx all bought spots longer than the traditional 30 seconds. Reebok even began showing a “teaser” for its Super Bowl ad earlier this month, hyping the introduction of the character Terrible Terry Tate. Other companies searched for Bowl bargains. AT&T Wireless and Hanes limited themselves to pregame, postgame or halftime spots. Three dot-coms, including fifth-year advertiser Monster.com, have bought time. Since 1995, the percentage of respondents who watch the Super Bowl primarily for the commercials has risen from 2 to 14 percent, according to Eisner Communications. This year’s ads are expected to return to a light tone following last year’s somber post-Sept. 11 commercials. Other expected highlights include a Pepsi Twist commercial featuring Ozzy Osbourne, Florence Henderson and Donny and Marie Osmond; an Interpublic spot with Michael Jordan and Jackie Chan; a Visa ad with Chinese NBA star Yao Ming; and AT&T Wireless spoofs of “Gilligan’s Island” and “Antiques Roadshow.”
I don't wanna be a Letterman wannabe
Dobbs' wife didn't know
she was packing heat
January 24, 2003© 2003 Media Life