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Friday Night Ratings: CW Suffers From No Smackdown!; Ex-List disappoints

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October 4th, 2008

Scoreboard CBS FOX NBC ABC CW
Total Viewers (million) 8.10 5.11 5.04 4.91 1.74
Rating/Share: Adults 18-49 2.2/7 1.4/4 1.4/4 1.5/5 0.7/2

Things keep getting worse for Friday nights. CBS won the night overall, but both the premiere of The Ex List and the return of Numb3rs must have been a little disappointing for the EYE network. The Ex List was down off the premiere of Moonlight a year ago, but Numb3rs was also down noticeably. And every other network had woes with the night, especially the CW post-Smackdown! Even Marc Berman things the CW was a fool to let it slip away to MNT. Unfortunately MNT isn't included in the overnights, but Bill will post the results for Smackdown! over on MNT this Tuesday when we've seen the data.

Despite the woes, CBS was the only network to have two shows place over 8 million viewers. And FOX, NBC and ABC are all struggling to capture viewers who do not show up. We didn't expect much out of America's Toughest Jobs (which is moving to Saturdays in a couple of weeks to finish its run), but even Deal or No Deal struggled. And Life in its real time slot, Fridays at 10pm finished last. But the Fox game shows and the ABC reality shows struggled as well. It's just a really lame night for broadcast television.

CW just suffered period -- although it will be interesting to see if they can make any claims at all with women 18-34. We won't see that data until next week, but either way bleeding off ~2.5 million viewers with the departure of Smackdown! isn't good news.

Moonlight Fans -- I'm not sure this info is gloat-worthy, but I'm not sure it isn't. There is no denying that Moonlight did have 8 million viewers in its premiere last year and that The Ex List didn't. And although The Ex-List had slightly more 18-49 year old viewers than Moonlight's finale, even in the finale, Moonlight drew 7.47 million. You can see last year's numbers for Moonlight's first-run airings here.

Full details:

Time Net Show Viewers (Millons) 18-49 Rating/Share
8:00 CBS Ghost Whisperer 9.31 2.5/9
FOX Are You Smarter Than a 5th Grader 5.81 1.3/5
ABC Wife Swap 3.76 1.3/5
NBC America's Toughest Jobs 3.42 1.0/3
CW Everybody Hates Chris 2.10 0.8/3
8:30 CW The Game 1.91 0.8/3
9:00 CBS The Ex List 6.85 2.0/6
NBC Deal or No Deal 6.26 1.5/5
FOX Don't Forget the Lyrics 4.41 1.4/4
ABC Supernanny 4.20 1.5/5
CW America's Next Top Model (R) 1.49 0.7/2
10:00 CBS Numb3rs 8.13 2.1/7
ABC 20/20 6.81 1.9/6
NBC Life 5.44 1.7/5

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Shows are sorted by viewers in each time slot. Timeslot demo winners are in bold.

Nielsen TV Ratings: ©2008 The Nielsen Company. All Rights Reserved. Source Marc Berman/Mediaweek.

Definitions:

Fast Affiliate Ratings: These first national ratings, including demographics, are available at approximately 11 AM (ET) the day after telecast, and are released to subscribing customers daily. These data, from the National People Meter sample, are strictly time-period information, based on the normal broadcast network feed, and include all programming on the affiliated stations, sometimes including network programming, sometimes not. The figures may include stations that did not air the entire network feed, as well as local news breaks or cutaways for local coverage or other programming. Fast Affiliate ratings are not as useful for live programs and are likely to differ significantly from the final results, because the data reflect normal broadcast feed patterns. For example, with a World Series game, Fast Affiliate Ratings would include whatever aired from 8-11PM on affiliates in the Pacific Time Zone, following the live football game, but not game coverage that begins at 5PM PT. The same would be true of Presidential debates as well as live award shows and breaking news reports.

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.)

Time Shifted Viewing – Program ratings for national sources are produced in three streams of data – Live, Live+Same Day (Live+SD) and Live+7 Day. Time shifted figures account for incremental viewing that takes place with DVRs which are currently in approximately 24.4% of all U.S. TV households. Live+Same Day (Live+SD) include viewing during the same broadcast day as the original telecast, with a cut-off of 3:00AM local time when meters transmit daily viewing to Nielsen for processing. Live+7 Day ratings include incremental viewing that takes place during the 7 days following a telecast.

For more information see Numbers 101.

 
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