What Really Matters: Broadcast Primetime Commercial 18-49 Ratings Down 3%

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While they are ultimately the most important ratings because they determine how much advertisers pay, we rarely see the C+3 commercial ratings that measure the viewing of the average commercial minute within 3 days of a show’s airdate, but an article today in Media Daily News has some interesting numbers for us.

Through January 10, 2010:

  • Overall broadcast prime-time C+3 18-49 ratings are down 3% from last season. (18-34 down 1%, 25-54 down 3%, viewership down 1%)
  • Fox is the only network up vs. last season, +5% averaging 3.7 million adults 18-49 in the C+3 measurements
  • CBS is down 6%, averaging 3.2 million
  • ABC is down 7%, averaging 3.1 million
  • NBC is down 4%, averaging 3.3 million
  • CW is down 2%, averaging 990,000*

Another note that among adults 18-49, same day timeshifted viewing was up to 11% from 7% the previous year, and 7 day timeshifted viewing was up to 23% from 16% from the previous year.

*Note the CW’s averages are apples/oranges because they stopped programming Sunday’s. You might also note the hours/week available to them for advertising fell 23% (13 to 10).

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