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Nielsen Ratings Sunday, July 27: With Millions Fewer Viewers, FOX Still Wins Demo

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July 28th, 2008

Scoreboard CBS NBC ABC FOX CW
Total Viewers (million) 6.11 6.05 4.09 3.79 .76
Rating/Share: Adults 18-49 1.4/4 1.7/5 1.3/4 1.8/5 0.3/1

Though FOX had a more than two million fewer total viewers than either CBS or NBC, it's repeat lineup of 'Til Death and the animated Sunday fare scored the demo victory. There were no 2.0 demo ratings for this summer Sunday and everything that aired during broadcast primetime was a repeat save for 60 Minutes (which had the largest audience of the night with 8.98 million viewers), Big Brother and NBC's Dateline.

I'm probably more interested to see how AMC's Mad Men did with it's season 2 premiere last night at 10pm (and then rerun again at least two times immediately after). As it appears that Mad Men is sponsored by BMW, I'm not sure the ratings for the show really matter providing BMW is happy with it. The show ran with limited (one!) commercial interruption and I thought the ad was pretty cool. It discussed how nobody thought "The Ultimate Driving Machine" was any good as a tag line, but here more than 30 years later it's still sticking.

But because the show has so much critical acclaim and because they are spending some money advertising it (I noticed a few ads for it on ESPN last week) I am curious to see whether it outperformed last years averages. I'm sure we'll see that data sooner or later. Yeah, I know, it's not like it's going to perform as well as last night's repeat of America's Got Talent, but I'm curious anyway.

The half-hourly data follows, courtesy of our friend Travis Yanan:

ABC:
7:00pm America's Funniest Home Videos (R)
8:00pm High School Musical: Get in the Picture
9:00pm Extreme Makeover: Home Edition (R)
10:00pm Desperate Housewives (R)

CBS:
7:00pm 60 Minutes
8:00pm Big Brother 10
9:00pm Cold Case (R)
10:00pm Flashpoint (R)

NBC:
7:00pm Most Outrageous Moments (R)
7:30pm Most Outrageous Moments (R)
8:00pm America's Got Talent (R)
9:00pm Dateline

Fox:
7:00pm 'Til Death (R)
7:30pm 'Til Death (R)
8:00pm The Simpsons (R)
8:30pm The Simpsons (R)
9:00pm Family Guy (R)
9:30pm American Dad (R)

The CW:
7:00pm One Tree Hill (R)
8:00pm Everybody Hates Chris (R)
8:30pm Aliens in America (R)
9:00pm The Game (R)
9:30pm Girlfriends (R)

TIME   NET      HH  A18-49    Viewers  A18-34

7-11   ABC   2.7/5   1.3/4  4,090,000
7-11   CBS   4.0/7   1.4/4  6,105,000
7-11   NBC   4.1/7   1.7/5  6,050,000
7-10   FOX   2.3/4   1.8/5  3,789,000
7-10    CW   0.6/1   0.3/1    760,000   0.4/1

7:00   ABC   3.1/6   1.6/6  4,892,000
7:00   CBS  6.0/12   1.3/5  8,979,000
7:00   NBC   2.4/5   1.0/4  3,573,000
7:00   FOX   1.4/3   0.9/3  2,018,000
7:00    CW   0.5/1   0.3/1    679,000   0.4/2

7:30   ABC   3.5/7   1.9/6  5,610,000
7:30   CBS  6.4/12   1.5/5  9,512,000
7:30   NBC   2.5/5   1.1/4  3,789,000
7:30   FOX   1.5/3   1.0/4  2,213,000
7:30    CW   0.4/1   0.2/1    541,000   0.3/1

8:00   ABC   2.0/4   1.0/3  3,070,000
8:00   CBS   4.0/7   2.0/6  6,226,000
8:00   NBC   3.1/6   1.4/4  4,951,000
8:00   FOX   2.4/5   1.9/6  3,972,000
8:00    CW   0.7/1   0.4/1    927,000   0.5/2

8:30   ABC   2.1/4   1.0/3  3,201,000
8:30   CBS   3.7/7   2.0/6  5,859,000
8:30   NBC   3.7/6   1.7/5  5,908,000
8:30   FOX   2.9/5   2.3/7  4,951,000
8:30    CW   0.6/1   0.4/1    859,000   0.4/1

9:00   ABC   2.8/5   1.4/4  4,513,000
9:00   CBS   3.4/6   1.1/3  5,136,000
9:00   NBC   4.6/8   1.8/5  6,738,000
9:00   FOX   3.1/5   2.5/7  5,176,000
9:00    CW   0.6/1   0.4/1    783,000   0.4/1

9:30   ABC   3.3/5   1.7/4  5,283,000
9:30   CBS   3.4/6   1.1/3  5,293,000
9:30   NBC   5.2/8   2.0/5  7,410,000
9:30   FOX   2.7/4   2.1/6  4,404,000
9:30    CW   0.6/1   0.4/1    773,000   0.5/1

10:00  ABC   2.2/4   1.1/3  3,194,000
10:00  CBS   2.6/4   1.0/3  3,844,000
10:00  NBC   5.4/9   2.1/6  7,789,000

10:30  ABC   2.0/4   1.0/3  2,958,000
10:30  CBS   2.7/5   1.0/3  3,994,000
10:30  NBC  5.7/10   2.2/6  8,242,000

Nielsen Ratings Source: Nielsen Media Research. Source Marc Berman/Mediaweek.

Definitions:

Overnights: Local metered-market ratings service of Nielsen Station Index (NSI) in which household ratings and shares are provided to clients the morning following the day or evening of telecast.

Rating: Estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent.

Share (of Audience): The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time. (See also, Rating, which represents tuning or viewing as a percent of the entire population being measured.)

LIVE+SD: The number that watched a program either while it was broadcast OR watched via DVR on the same day [through 3AM the next day] the program was broadcast.

For more information see Numbers 101.

 
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