In a good article, Advertising Age examines the current competing philosophies of CBS and NBC*.
Here's a quick summary of their positions:
CBS: Has had relative success with its broadcast network, and particular success with its scripted shows. No advertising supported cable networks (only Showtime). Sees the future in scripted broadcast programming.
NBC: Broadcast network doing poorly, and scripted shows doing particularly poorly. A strong stable of advertising supported cable networks (USA, Bravo, SciFi, Telemundo). Sees the future in a portfolio of offerings, with broadcast scripted programming de-emphasized.
Looking at it that way, their competing views of the future make complete sense.
The article also had advertising numbers that are a bit different from what we've seen before:
By two traditional measures, CBS has edged out its rival. It's no secret that NBC has seen ratings drop in recent years, while CBS broadened in several categories in the just-finished season. Ad revenue has increased or ebbed accordingly. In 2004, the NBC network captured more than $6.96 billion, while CBS took in about $6.12 billion, according to TNS Media Intelligence. In 2008, the positions have reversed: CBS captured about $6.3 billion, while NBC took in about $5.4 billion.
Although it does fall into the "CBS up the most this season" trap without mentioning they were down the most the previous year, and so their two season performance isn't as special.
Update edits: Added a summary, the photo and modified the post title.
It almost seems like NBC has started to like being fourth. Or at least they’ve settled into that identity.
Jokes about being last make up like 70% of Conan’s material.
I am watching or plan to watch a few shows on NBC this summer, however, during the regular broadcast season, I watch more shows on CBS than on any other network, including NBC. Oddly, just two years ago, I didn’t watch one single show on CBS.
Thats alot of billions.
NBC: Americas got talent.
Things will only get worse for NBC. They can be hopeful all they want, I highly doubt people will give-up their Dramas for the same old Leno.
Even if Leno is good putting all the network’s hope on 1 guy, 1 shows is just not smart. What happens if the show flops? What happens if Leno gets sick again?
Not to mention this Leno-move is cutting down on dramas in NBC. Can’t believe how they royally screwed Kings.
Adam, NBC didn’t screw kings. That show had embarrassing ratings, even by NBC standards.
I guess I’ll never understand the general viewing public. Most of my favorite shows actually air on NBC (Chuck, 30 Rock, The Office). The only main show I watch on CBS is HIMYM. I’ll also check out Big Bang Theory occasionally, but not every week.
I still can’t belive that a great network with a lot of quality programming like USA is under the NBCU umbrella. They just don’t fit the whole NBC – we make bad decisions philosophy.
mike, Adam is talking about how they were originally going to put Kings in the Thursday at 10 timeslot, but they had no faith in it, so they shoved it to Sunday where it didn’t stand a chance.
The idea that Kings would have done well starting on Thursday night (vs. Sunday night where it cratered) is silly. The show was doomed no matter where it started. And it wasn’t the lack of promotion. Not enough people liked it.
Kings wasnt promoted at the super bowel for pity sake and they did 0 promotion on its move to summer. But it seems to me that outside of CBS the ABC and FOX have a good reality base to promote scripted TV(American Idol and Dancing with the Stars) NBC needs to move Americas Got Talent in the Fall to have a good base to work their Scripted shows.
I’ve really thought about this for a long time.
I don’t think NBC’s woes have to do with show placement, promotion, or lack of common sense. It has to do with “niche” programming that appeals to one particular audience instead of the mainstream.
Shows like “Heroes” and “Chuck” really only appeal to an up-to-30 male audience. The same goes for their single-camera, “smart” comedy lineup that really only finds its way amongst an upper-class demographic that is too gun-ho on DVR and online viewership anyways.
This is why other shows like “The Biggest Loser” and “Law and Order: SVU” consistently outperform NBC’s apparent big guns. Both have more mainstream audiences and stick to regular formulas. Many Americans may tune out at some point, but these shows are stable rocks that appeal to a wide group of people.
That explains why a show like “Heroes” can do really well in advertising (there are a lot of products that especially cater to this sub-30 “video gamer” male audience), but won’t dazzle in ratings.
This philosophy will keep NBC in fourth place.
On the other hand, CBS has stuck to this safe, mainstream mentality for years and it has worked, for the most part. So, what? They’ll never make the cover of Entertainment Weekly or come up with something innovative or worth an Emmy, but their ratings and general revenue will do well.
Shows like “The Mentalist” and “NCIS” stick to a procedural format that seems to appeal to every audience, young and old. We can all agree that CBS has the oldest audience in primetime television, but their 18-49 audience isn’t THAT bad, especially when you consider they beat the majority of networks in average 18-49 viewership this past year anyway.
Both are winning formulas in their own right, but unless NBC likes the sound of 4th place, I’m sure their formula will change very soon.
Although NBC’s primetime ratings have been poor, they have had some great performers outside primetime. The Today Show has been #1 for over 700 consecutive weeks (15 years), their Nightly News is consistently #1, Meet the Press has been the #1 Sunday political show for 8 years (although ABC has gained a lot of ground since David Gregory took over), and they consistently won Late Night while Leno was host (and are still easily winning the younger demos).
not only that Badlands, they still have the NFL and the Olympics. Two entities that delivers time and time again. NBC should thank Dick Ebersol and Ken Schanzer for this. NBC will do what it takes to keep those properties.
remember CBS was in this position back in 1994 when they lost the NFL, major league baseball and the NBA within 3 years. their programming stuck up the joint and finished third.
i love nbc and i do think that the writers strike caused them to lose ratings in their #1 show heroes peope just gave up after niki and elle was taken off i still watch but i rather those 2 haracters back in. i hope people watch redemption this fall the new volume of heroes
Shows like “Heroes” and “Chuck” really only appeal to an up-to-30 male audience.
Is that why Chuck skews older than a lot of NBC shows? Because only people under 30 like it?
Well I’m 42 going on 22 so I guess that fits since I like Chuck.
I really dont see NBC in that much trouble, sure they rank fourth right now, I remember not long ago they were #1 and CBS was barely even alive. Its all cyclical and will swing back around. Right now CBS leads with stalwart favorites, not much flash and bang, they ended the Unit so, safe drama for the elder diaper set. NBC is or has experimented and taken risks. The fact no one watches must sting but they have diversified, USA has 2 nights going good right now with L&OCI/IPS and BURN/PAINS so they are providing that scripted content and expanding they’re overall reach something CBS is doing with showtime. Now in time the Network brand NBC maybe a mere parent figure, the broadcast net faded, to an actual cable carrier that’s pumping the content but isn’t that the same thing sort of.
burrrrn!!
sorry I just had to say that, seeing as julia didn’t
I don’t watch NBC at all. I used to watch Heroes but it doesn’t interest me anymore. I began to watch Kings recently but I guess since it’s gone, I’m not watching NBC anymore.. Their promotion of that show was horrible. Only way I found out about it was through a friend. I don’t watch CBS either. Sadly, I’ll stick with the cable TV. Most interesting or original programming die on the big networks.
CBS has done a brilliant job delivering cookie-cutter procedurals to the low attention span, low IQ masses.
Aside from 30 Rock and Office, NBC has nothing that could possibly interest anybody.