CBS Average Viewership Now Ahead of Last Season's

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December 23rd, 2008

Breaking the trend for what has otherwise been a woeful fall season for the big English broadcasters, CBS's average viewership for the 2008-9 season is now above the level of the 2007-8 season through the first 13 weeks (12/21/08). CBS also narrowed its declines relative to last season in all the age demo categories since last week, and seems poised to go positive across the board vs. last season in early 2009.

NBC, ABC and Fox all showed some improvement as well in the advertiser important adults 18-49 demo since last week, but are all still doing much worse than CBS vs. last season.

My guess is that CBS, CW and ABC will see additional improvement vs. last season in early 2009 when prior year comparisons to the strike damaged portion of the 2007-8 season get a lot easier. NBC may be another matter, their results last season actually improved on a relative basis during the strike, but they have the Super Bowl this year, which will also lead to a huge spike in their averages making comparisons tricky.

Univision is up across the board vs. last season as is MyNetworkTV (MNT). They're up drastically over last season, thanks mainly to the addition of Friday Night Smackdown!. Note just their numbers, because their bars are truncated. The scale for the other networks would be useless if I adjusted the scale for them.

Our chart shows broadcast network prime-time season to date average prime-time viewership for the 2008-9 season compared to the 2007-8 season. Click the image for a full sized chart.

Nielsen TV Ratings Data: ©2008 The Nielsen Company. All Rights Reserved.

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