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Fox Certain To Win This Season's Adults 18-49 Ratings Title

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March 3rd, 2010

Season To Date Ratings

Fox looks certain to retain the adults 18-49 season ratings title for yet another broadcast season. Their 0.4 ratings point lead is insurmountable by CBS (who is just as likely to keep #2) in the last 12 weeks of the season.

The Winter Olympics have boosted NBC out of fourth place in adults 18-49, for now. Whether they can (or will) be passed by ABC before the end of the season is an interesting question. One of the few questions left this season for the major ratings averages.

In other races, CBS-Fox are going to stay 1-2 in average viewership. Fox is a lock for #1 in adults 18-34, although perhaps NBC can lose its grip on #2. Fox could challenge CBS for #1 for adults 25-54. I'll have to see the results from at least this week to see how that horse race is shaping up.

I've included some new numbers in the Season To Date chart that will show the season to date ratings minus a few extraordinary events for CBS and NBC.

  • The xCBS number is the CBS season to date ratings average minus the entire Super Bowl 2010 week.
  • The xNBC number is the NBC season to date ratings average minus the 3 weeks with any Winter Olympics telecasts.

Unfortunately, with the data I get, I can do no better than exclude entire weeks. Those numbers should not be considered "official", and there are always errors possible. They're meant to help answer the question "How would CBS (or NBC) be doing without those non-annual events".

Ratings Increase / Decrease: 2009-10 Season vs. 2008-9 Season

CBS is now up across the board vs. last season, due to boost they received during Super Bowl week. Without it, they'd be down across the board.

After the Winter Olympics boost, NBC is flat vs. last year in adults 18-49.

ABC is now the only broadcast network down vs. last season in adults 18-49. Makes life tough on their PR team!

Fox continues up vs. last season across the board.

I've included some new numbers in the Season To Season change chart this week (and going forward) that will show the season to date ratings minus a few extraordinary events for CBS and NBC.

  • The xCBS number is the CBS season to season ratings change minus the entire Super Bowl 2010 week.
  • The xNBC number is the NBC season to season ratings change minus all 3 weeks that included any Winter Olympics this year, and the week that included the Super Bowl 2009 last year.

Unfortunately, with the data I get, I can do no better than exclude entire weeks. Those numbers should not be considered "official", and there are always errors possible. They're meant to help answer the question "How would CBS (or NBC) be doing without those non-annual events". Note that I lack the data to do those adjusted comparisons for average viewership.

In looking at the CW's ratings averages note that they would be about 20% ahead of last season across the board if they'd just kept their Monday-Friday numbers steady because of the automatic boost to their ratings averages just by dumping Sunday nights. Compared to last season, the CW's Monday-Friday ratings averages are down, but don't be surprised if the CW's crack PR troops can pull one over on the credulous TV media.

You can see past week's broadcast network primetime season to date average TV ratings results here.

Each rating point is a percentage of the US TV population in that demographic group and equals: 2.90 million viewers, 1.32 million adults 18-49, 0.68 million adults 18-34 and 1.24 million adults 25-54.

Note that the chart includes RATINGS not VIEWERSHIP as was typical in our weekly network ratings posts prior to July, 2009.

Nielsen TV Ratings Data: ©2010 The Nielsen Company. All Rights Reserved.

 
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