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Nifty first sweeps
Thursday for NBC

Stretched 'Friends' whacks 'Survivor: All-Stars'

By Drew Combs

    NBC began sweeps the way it wanted to, by finishing with a big lead in the adults 18-49 demographic on Thursday night.
  Thursdays are vitally important to the network's sweeps strategy as it tries to fend off Fox. The network will need to regain the dominating Thursday form it once enjoyed to have a chance at finishing even with, much less ahead of, Fox, which boasts two nights of domination each week with "American Idol."
   Thanks to very strong expanded editions of "Friends" and new hit "The Apprentice," NBC got off to the right start.
   A 40-minute episode of "Friends" and a regular "Survivor: All-Stars" went head-to-head Thursday with "Friends" coming out way on top.
   Among adults 18-49 the hour-long "Survivor" delivered a rating of 8.9, while a "super-sized" original "Friends" drew an 11.4 rating among the same demo.
    The match-up pits two ratings juggernauts against each other, but also has broader implications for each show's respective network.
   While the "Survivor" series is one of CBS' most popular, its popularity has waned with each successive incarnation. "Survivor: All-Stars" is an attempt by the network and the program's producer, Mark Burnett, to return "Survivor" to ratings glory.
   After its impressive post-Super Bowl debut, that seems a possibility. The eighth-season premiere drew nearly 35 million viewers, which had NBC sweating anew over Thursdays at 8.
   "Survivor: All-Stars" brings backs some of the most memorable personalities of past survivor to compete once again.
   The importance of the "Survivor" series to CBS is magnified by the fact that it could be a major ratings draw once again next season, when "Friends" vacates the 8 p.m. slot.
   For NBC there is also a great deal of pride on the line, since it is now airing the last original episodes of "Friends." "Friends" is NBC's best-performing sitcom, and the network would like to see it go out on top. But so far this year, the show is down more than 20 percent among 18-49s.
    But "Friends" seems to be rebounding the past few weeks, and it is certainly clicking with new lead-out "The Apprentice."
   NBC demonstrated the importance of "Apprentice" by breaking with years of tradition and scheduling it in the Thursday 9 to 10 block, network real estate that has been reserved for comedies.
   This past week, "Apprentice" delivered a 9.2 rating among adults 18-49. The reality series featuring Donald Trump did a good job of retaining the audience of "Friends," but was not able to beat an original episode of CBS's "CSI."
   "CSI," which also airs from 9 to 10, registered a 10.5 rating among adults 18-49, ranking second only to "Friends" and tying NBC's "ER" for the night among that demo.
   CBS did quite well during the first week of sweeps, buoyed by big ratings from Sunday's Grammy Awards. The network improved 20 percent on its season-long 18-49s average with a 4.9 average rating last week.
   "American Idol"-fueled Fox finished No. 1., .6 ahead of NBC, with a 5.0 rating.

PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending Feb. 8


Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

9.7

10530

15

5.6

15420

14

4.9

6360

13

NBC

7.7

8380

12

4.2

11630

10

4.4

5690

12

FOX

7.0

7570

11

4.2

11670

10

5.0

6500

13

ABC

5.6

6070

9

3.1

8530

8

3.0

3910

8

UPN

2.5

2690

4

1.3

3570

3

1.5

1880

4

WB

2.4

2610

4

1.3

3590

3

1.5

1910

4

PAX

0.7

720

1

0.3

960

1

0.2

250

1

* Each rating point is equivalent to 1.084 million homes
Source: Nielsen Media Research


 

SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending Feb. 8


Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

8.8

9540

14

5.0

13770

13

4.1

5260

11

NBC

7.1

7720

12

3.9

10790

10

4.2

5350

11

ABC

6.2

6680

10

3.4

9430

9

3.4

4430

9

FOX

6.2

6750

10

3.6

9880

9

4.0

5160

11

WB

2.5

2730

4

1.4

3780

3

1.5

1930

4

UPN

2.3

2540

4

1.3

3470

3

1.4

1830

4

PAX

0.7

710

1

0.4

980

1

0.2

300

1

* Each rating point is equivalent to 1.084 million homes
Source: Nielsen Media Research 



NETWORK TV
Ranked on Households
Week Ending Feb. 8


#

PROGRAMS

Net

HOUSEHOLDS

PERSONS 2+

Rtg%

(000)

Shr

Rtg%

(000)

Shr

1

CSI

CBS

17.7

26

19164

2

10.6

29270

2

AMERICAN IDOL-TUESDAY

FOX

16.8

25

18228

1

10.9

30093

3

AMERICAN IDOL-WEDNESDAY

FOX

16.5

24

17915

3

10.4

28763

4

FRIENDS

NBC

16.0

24

17342

5

9.0

24907

5

GRAMMY AWARDS(S)

CBS

15.7

24

17008

4

9.5

26293

6

E.R.

NBC

14.5

23

15732

7

8.1

22198

7

CSI: MIAMI

CBS

13.2

21

14335

9

7.5

20602

8

SURVIVOR: ALL-STARS

CBS

13.1

19

14197

6

8.4

23065

9

AMERICAN IDOL-SPECIAL(S)

FOX

12.2

18

13240

8

7.7

21221

9

EVERYBODY LOVES RAYMOND

CBS

12.2

18

13206

11

6.8

18799

11

WITHOUT A TRACE

CBS

12.1

19

13118

10

6.9

18915

12

APPRENTICE

NBC

11.9

17

12857

12

6.7

18445

13

LAW AND ORDER

NBC

11.6

19

12608

13

6.3

17327

14

TWO AND A HALF MEN

CBS

10.7

16

11642

14

6.0

16479

15

LAW AND ORDER:SVU

NBC

9.8

16

10588

17

5.0

13808

16

BIG FAT OBNOXIOUS FIANCE

FOX

9.6

14

10417

15

5.9

16240

17

60 MINUTES

CBS

8.7

14

9463

18

4.8

13244

18

20/20-FRI

ABC

8.1

14

8811

25

4.2

11593

18

FRASIER

NBC

8.1

12

8815

23

4.4

12202

20

JUDGING AMY

CBS

8.0

13

8653

29

4.0

11160

20

STILL STANDING

CBS

8.0

12

8662

23

4.4

12078

20

THAT '70S SHOW

FOX

8.0

12

8623

19

4.6

12672

23

60 MINUTES II

CBS

7.9

12

8614

27

4.1

11388

23

FEAR FACTOR

NBC

7.9

12

8517

16

5.2

14211

25

LAS VEGAS

NBC

7.8

11

8503

19

4.6

12728

Source: Nielsen Media Research


 

TOP 30 PROGRAMS - BROADCAST AND CABLE
Adults 18-49
Week Ending Feb. 8


Rank

Program

Net

Rtg%

In Millions

1

AMERICAN IDOL-TUESDAY

FOX

13.1

16.93

2

AMERICAN IDOL-WEDNESDAY

FOX

12.6

16.22

3

GRAMMY AWARDS

CBS

11.6

14.99

4

FRIENDS

NBC

11.4

14.65

5

ER

NBC

10.5

13.48

5

CSI

CBS

10.5

13.49

7

AMERICAN IDOL-SPECIAL

FOX

9.7

12.53

8

APPRENTICE

NBC

9.2

11.83

9

SURVIVOR: ALL-STARS

CBS

8.9

11.41

10

BIG FAT OBNOXIOUS FIANCE

FOX

7.6

9.76

11

CSI: MIAMI

CBS

7.3

9.44

12

WITHOUT A TRACE

CBS

6.2

8.02

13

EVERYBODY LOVES RAYMOND

CBS

6.1

7.90

13

LAW & ORDER

NBC

6.1

7.85

15

THAT 70S SHOW

FOX

6.0

7.73

16

FEAR FACTOR

NBC

5.9

7.63

17

LAW & ORDER: SVU

NBC

5.5

7.09

17

AVERAGE JOE: HAWAII

NBC

5.5

7.12

19

TWO AND A HALF MEN

CBS

5.4

6.91

20

LAS VEGAS

NBC

5.3

6.88

21

24

FOX

4.9

6.31

22

OLIVER BEENE-SPECIAL

FOX

4.3

5.54

23

THE BACHELORETTE

ABC

4.1

5.22

23

SCRUBS

NBC

4.1

5.24

23

FRASIER

NBC

4.1

5.29

26

HOPE & FAITH

ABC

3.9

4.98

26

SIMPSONS

FOX

3.9

5.07

28

HOPE & FAITH SP-2/6

ABC

3.8

4.95

28

STILL STANDING

CBS

3.8

4.95

30

CELEBRITY MOLE YUCATAN

ABC

3.7

4.80

30

20/20 FRI

ABC

3.7

4.82

Source: ABC Networks, based on data from Nielsen Media Research



CABLE TV
Ranked on Households
Week Ending Feb. 8


BASIC CABLE

#

PROGRAM NAME

NET

Households 

Persons 2+

(000)

Rtg %

Rtg %

1

AFC/NFC PRO BOWL

ESPN

4242

3.9

6359

2

BUDWEISER SHOOTOUT

TNT

3895

3.6

6563

3

MONK (1414 MONK & MISS GRANNY)

USA

3561

3.3

5517

4

REAL WORLD XIV

MTV

3455

3.2

4405

5

FAIRLY ODD PARENTS

NICK

3402

3.1

4448

6

WWE ENTERTAINMENT (WWE RAW ZONE)

SPIKE

3241

3.0

4450

7

WWE ENTERTAINMENT (WWE RAW)

SPIKE

3234

3.0

4565

8

SPONGEBOB

NICK

3176

2.9

4061

9

SPONGEBOB

NICK

3124

2.9

4117

10

NEWLYWEDS: NICK & JESSICA

MTV

2951

2.7

3887

11

FAIRLY ODD PARENTS

NICK

2909

2.7

3942

12

FAIRLY ODD PARENTS

NICK

2859

2.6

3917

13

LAW & ORDER: SVU

USA

2845

2.6

4044

14

LAW & ORDER

TNT

2817

2.6

3492

15

SPONGEBOB

NICK

2800

2.6

3569

PAY CABLE

#

PROGRAM NAME

NET

Households 

Persons 2+

(000)

Rtg %

Rtg %

1

SEX AND THE CITY(S)-02/08/2004

HBO

3442

3.2

4825

2

DAREDEVIL

HBO

2364

2.2

3566

3

SEX AND THE CITY(S)-02/07/2004

HBO

1531

1.4

2106

4

CURB YOUR ENTHUSIASM

HBO

1504

1.4

2051

5

MONSTERS BALL

HBO

1127

1.0

1535

* Each rating point is equivalent to  108.4 million homes
Source: Nielsen Media Research


 

SYNDICATION
Ranked on Households
Week Ending
Feb. 1


#

 PROGRAMS

Syndicator

Households

US Rtg%

(000)

1

WHEEL OF FORTUNE

KIN

10.1

10938

2

OPRAH WINFREY SHOW (AT)

KIN

8.6

9337

3

JEOPARDY

KIN

8.2

8884

4

SEINFELD (AT)

SPT

6.9

7463

5

FRIENDS-SYN (AT)

WB

6.8

7347

6

ENTERTAINMENT TONIGHT(AT)

PRM

6.4

6904

7

WHEEL OF FORTUNE WKND

KIN

6.2

6751

8

SEINFELD-WKND (AT)

SPT

6.0

6535

8

EVRY LVS RAYMOND-SYN (AT)

KIN

6.0

6502

10

DR. PHIL SHOW

KIN

5.5

5920

Source: Nielsen Media Research


 

SPANISH-LANGUAGE TELEVISION
Ranked on Households
Week Ending
Feb. 8


#

PROGRAMS

Net

NHTI*
Rtg%

Projection
(000)

1

VELO DE NOVIA TUE

UNI

24.1

2551

2

VELO DE NOVIA WED

UNI

23.3

2465

3

VELO DE NOVIA MON

UNI

22.9

2424

4

VELO DE NOVIA THU

UNI

22.7

2399

5

VELO DE NOVIA FRI

UNI

21.9

2319

6

AMAR OTRA VEZ TUE

UNI

19.6

2077

7

AMAR OTRA VEZ WED

UNI

19.4

2053

8

AMAR OTRA VEZ THU

UNI

19.3

2039

9

AMAR OTRA VEZ MON

UNI

19.1

2019

10

TE AMARE EN SILENCIO TUE

UNI

19.0

2004

11

CRISTINA-MON

UNI

18.7

1972

12

TE AMARE EN SILENCIO FRI

UNI

18.4

1947

13

AMAR OTRA VEZ FRI

UNI

18.2

1928

14

TE AMARE EN SILENCIO MON

UNI

18.1

1911

15

TE AMARE EN SILENCIO THU

UNI

17.6

1865

15

TE AMARE EN SILENCIO WED

UNI

17.6

1857

17

PREMIOS F. MUSICAL 04 2/8(S)-02/08/2004

UNI

17.4

1844

18

CASOS VIDA R: ED. ESP FRI

UNI

16.8

1773

19

DON FRANCISCO PRESENTA-WE

UNI

16.6

1753

20

CASOS VIDA R: ED. ESP TUE

UNI

15.7

1656

* Nielsen Hispanic Television Index; ratings based on 9.7 million Hispanic TV homes.
Source: Nielsen Media Research


 

NETWORK SPORTS
Ranked on Household
Week Ending
Feb. 1


#

PROGRAMS

Net

Episode

Households

Persons 2+

US
Rtg%

Shr (000)

(000)

1

SUPER BOWL
XXXVIII(S)-2/01

CBS

NEW ENG. VS
CAROLINA

41.4

63

44908

89795

2

WWE SMACKDOWN!

UPN

3.6

5

3924

5567

3

FBR OPEN
SUN(S)-2/01

ABC

3.0

6

3264

4277

4

FBR OPEN-SAT
(S)-01/31

ABC

2.5

6

2662

3294

5

NBC SPORTS
SPEC. 2/1-B(S)

NBC

WORLD POKER TOUR

2.3

5

2519

3539

6

WENDY'S CHP SKINS
GM-2/1(S)-02/01

ABC

1.9

5

2040

2556

7

WENDY'S CHP SKINS GM-1/31(S)

ABC

1.5

4

1636

2061

8

ROAD TO  SUPER
BOWL(S)-01/31

CBS

1.4

3

1505

1839

9

NCAA
 BBALL-SAT-1

CBS

MICH AT ILL/UCLA AT ST JOHN'S

1.2

3

1353

1849

10

NBC SPORTS
SPEC. 1/31-A(S)

NBC

PRO BULL
RIDING

1.2

3

1286

1705

11

NBC SPORTS SPEC. 1/31-B(S)

NBC

XBOX
PIPELINE
MASTERS

1.2

3

1254

1577

12

CAPITAL ONE
ALL STAR CHLG(S)-02/01

FOX

0.9

2

958

1185

13

NBC SPORTS SPEC. 2/1-A(S)

NBC

US SNWBRDING
GRND PRIX

0.9

2

982

1329

Source: Nielsen Media Research


 


February 11, 2004 2004 Media Life


- Drew Combs is a Los Angeles writer.


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