NBC's weekly primetime average viewership fell below 6 million average viewers for the week, a dramatically low number approaching the level of Spanish language Univision in every demo category. Except in the adults 18-34 demo, where NBC finished behind Univision. Let the Ben Silverman pink slip watch continue!
In other news, of course, Fox continued to win the adult demo groups, and CBS again beat Fox for the most average viewers in the week of March 16-22, 2009, the 26th week of the 2008-9 season.
CBS's average viewership of 11.49 million beat second place Fox by 1.21 million average viewers, but in the demos it was a different story. For demo adults 18-49 it was Fox over CBS by 5.01 million to 4.48 million. It is noteworthy that CBS, which some see as entirely viewed by geriatrics, has been far more competitive in the 18-49 demo this season.
Fox won demo adults 25-54 over CBS by 5.50 million to 5.14 million viewers. In adults 18-34, is was Fox with 2.18 million,above second place CBS with 1.80 million.
Tiny Network Smackdown Update! Again, the CW had no problem with its tiny rival MyNet, leaving it in the dust across the board this week. I stand corrected, it's more accurate to say to say that CW edged MyNet in average viewers for the week by just 80,000, but had relatively comfortable margins in the adult demos.
You can see past week's broadcast network primetime weekly ratings results here.
(click chart for full sized image)
Nielsen TV Ratings Data: ©2009 The Nielsen Company. All Rights Reserved.
Most worrisome for NBC is that 18-34 category where they are usually slightly competitive. They were just trounced across the board this week. ABC is doing miles better, but still trails CBS significantly in the demo.
Everything is cyclical. Let’s not forget where FOX and ABC were just a few years back. So this story doesn’t really surprise or panic me.
If I’m not mistaken, FOX was deep in the doldrums in the couple of years leading up to the debut of American Idol, and then it was ABC’s turn and ABC spent a few years, up until recently, in deep doldrums. Now it’s NBC’s turn.
Every network has its turn to struggle to find the right combination of hit shows and viewers. NBC will rebound and CBS will be next probably.
My whole adult life, I’ve always leaned much more towards NBC, but now my NBC viewing is down to just 30 Rock, The Office and ER. That’s it.
Alan, You’re partially right. The networks have gone through some serious dips in the past and recovered well. The problem is, NBC doesn’t seem to be trying to come back. Zucker’s given up on NBC ever being a top network again.
Alan, I’d agree with your long term assessment completely (here’s my cyclical eras post) if NBC was still “in the game” so to speak.
But 5 hours are going to Leno next fall, and Jeff Zucker has given up ever being #1 again. It’s a slipperly slope between “given up being #1″ and “#4 is OK”.
How true, Holly. Couldn’t have said it any better. Why Universal hasn’t bounced this clown yet, I have no idea. I don’t remember NBC being in phenomenal shape in the 1970′s, then they opened a little bar in Boston, dropped in on a pediatrician and lawyer with 4 kids, hit the mean streets of Chicago, talked about nothing, and found people that would be there for you.
A network can certainly come back, they just need the right person at the helm.
NBC can make a comeback, they did so back in the 80s with The Cosby Show and Cheers and continued this success with Friends, Seinfeld, Frasier, ER and Will and Grace. They need to get rid of Zucker and Silverman and replace them swiftly.
I know Bonnie Hammer isn’t popular with most people but I believe she could turn NBC around if given the job. The fact that USA is number 1 constanly with strong originals and WWE Raw.
I don’t know if NBC needs a management change or simply a consistent concept/message on what it is and where it wants to go.
If they’re chasing the bottom line profit over ratings why commit to another season of Heroes for example? That’s going to lose them a lot of money unless by some miracle the ratings rebound spectacularly next year. The only reason to renew Heroes right now is to try and get a passable demo average. And why if you’re chasing the bottom line profit would you commission and spend so much money on Kings?
There doesn’t seem to be a clear or consistent idea of what NBC is anymore.
Yes, I do agree that Zucker’s comments were awful. If I was on NBC’s board I would not be happy with that defeatist attitude. NBC does seem to be wandering aimlessly right now, so I think a change at the top is needed, and probably coming.
I wonder what Jack Donaghy, NBC’s head of “Late Night and Microwave Oven programming” on 30 Rock would do?
Alex, I agree with what you mentioned. The other networks do seem to have a certain niche whereas NBC seems a little muddled. CBS is the crime and comedy network, ABC is the female network, FOX is the young adult network with a slight skew to male and The CW is the teen girl network.
Jon, NBC is the “Return on Investment” network. Benefit to Zucker with that is, no public information on how he’s doing!
There is absolutely no excuse for this to happen in a year where NBC ha dthe Sumemr Olympics AND the Super Bowl.
…NBC programs like I type.
Bill, just laughed at ‘Return on Investment’ remark, it’s the perfect description of NBC run by Zucker and Silverman.
“Everything is cyclical. Let’s not forget where FOX and ABC were just a few years back. So this story doesn’t really surprise or panic me.”
Agree, but with one ominous caveat. The cycles keep getting lower – at top and bottom – for the broadcasters. So when a broadcaster bottoms out nowadays, it’s really in the dumpster. At least a bottoming broadcaster – among the big four, anyway – still beats the top cable networks. But ten, twenty years from now? We’ll see. Who knows if over-the-air broadcasting will still even make much sense?
“It is noteworthy that CBS, which some see as entirely viewed by geriatrics, has been far more competitive in the 18-49 demo this season.”
This puts me among the geriatrics. Excuse me while I select my coffin (just kidding, I hope).
“Again, the CW had no problem with its tiny rival MyNet, leaving it in the dust across the board this week.”
1.94 million viewers vs. 1.86 million viewers is leaving it in the dust? I agree in other categories, but in terms of viewers, its quite close.
!Hola!
Has Univision ever beat NBC for a week among Adults 18-49? Seems like that will be quite a milestone. If it doesn’t happen this year it’ll happen when Leno goes to 10pm.
RJ, I admit to economizing on copy, the viewer numbers were not dust-worthy.
Update: I have new copy that more accurately describes the weeks results between CW and MyNet.
GE is going to step in soon. They will praise the pair for plugging holes in the ship, etc. Then they’ll say “it’s time the Network moved in a new direction and,” but it won’t be Bonnie. That wouldn’t be smart.
Nick, is that just an educated guess, or are there really rumblings that time is nearly up? Fingers crossed it really is!
Julia, yeah I’ve heard a few things. They’re not as built up in momentum as the CW things I’m hearing, but it’s a start. At best they have one season left, but I think we may get a change over the summer.