NBC hypnotizes Variety with 30 Rock’s Live+7 numbers

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Ok, so it’s not quite (or anywhere near) a “your eyes are getting verrrrrry heavy….now cluck like a chicken!” situation:

Variety reports:

The Peacock may have plenty of primetime problems, but “30 Rock” is no longer one of them.

A sizable favorite to bag a third straight comedy Emmy this fall, the ensemble laffer starring Alec Baldwin and Tina Fey is riding its first real wave of Nielsen momentum. It has meshed well with lead-in “The Office,” and is enjoying its highest-rated season to date.

In making some ratings strides, “30 Rock” appears to have broken free of the “Arrested Development” syndrome: That Fox comedy from earlier this decade also collected numerous awards and critical acclaim but never generated much of an audience.

Sure, NBC’s patience — something every network preaches but seldom practices — has been important, but timing also plays a key role.


Looking at the numbers, “30 Rock” this season is averaging a 3.7 rating/9 share in adults 18-49 this season and 7.7 million viewers overall, according to Nielsen estimates that include same-week DVR playback through mid-March.

While still not a broad draw — its total-viewer figures aren’t padded by too many viewers under 18 or 50-plus — “30 Rock” has recruited lots of new viewers this season, primarily by connecting better with the younger half of the 18-49 demo.

Despite any snarkiness I might have over using the Live+7 data (which we don’t believe factors in heavily to either renewal decisions or advertising sales) instead of the Live+SD data (where 30 Rock has a 3.2 rating so far this season), I mostly agreed with the points the article made.  There’s much more info than I cited above, so go read the whole thing.  The article also mentions indexes around households with income over $100,000 and how 30 Rock fares among that crowd.

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