Fox & ABC Well Behind Last Season’s 18-49 Ratings; CBS, NBC & CW Even
After eleven weeks of the 2010-11 broadcast primetime season, Fox is down 16.2% vs. last season in the advertiser important adults 18-49 ratings. That’s a fraction better than its season to season comparison last week, but still a painful drop.
Again, ABC’s season to season declines are hidden behind the smokescreen of an even worse decline for a competitor (last season it was media pincushion NBC). This season ABC is 9.1% behind last season’s adults 18-49 ratings, which is a fraction worse than the comparison last week.
The CW (-0.1%), NBC (+0.7%) and CBS (+0.8%) are all effectively flat vs. last season’s adults 18-49 ratings. That’s even after the CW replaced one hour of their schedule (10%) that was a scheduled repeat with an original series. And NBC is spending a lot more this season in primetime after replacing 5 hours of The Jay Leno Show with mostly scripted dramas.
Univision continues well ahead (+14.1%) of last season’s adults 18-49 ratings.
Broadcast network primetime season ratings overall: My calculation (using Nielsen data) of the average adults 18-49 ratings season to date for the 5 English broadcast networks is 5.2% below the season to date ratings average through the same week of the 2009-10 season.
CBS maintains its season lead in primetime adults 18-49 ratings for the season averaging a 3.2 rating. Fox is in second place with a 2.9 adults 18-49 ratings average. ABC and NBC are tied in third with a 2.8 rating average. Now that Dancing With The Stars is finished, and ABC’s weekly ratings averages have begun to plunge, it will be interesting to see if they drop into sole 4th place by the end of the month. Of course, when Sunday Night Football ends, NBC will experience an even bigger plunge, and that will last for the rest of the season, so ABC’s stay in fourth place, if any, is likely to be short lived.
CBS remains well ahead in the press release friendly season to date average viewership.
Each rating point is a percentage of the US TV population in that demographic group. A 1.0 adults 18-49 rating equals 1.315 million adults 18-49
The network’s average viewership is charted in millions of viewers, just like we report all other average viewership information on the site, and adults 18-49 is charted as ratings points. Note the units (million viewers on the left, rating on the right) below the bars.
Note that these season average ratings are “Most Current” measurements which are Live+7 day DVR viewing when available (2+ weeks after airdate), combined with LIve+Same Day DVR viewing for the most recent 2 weeks.
Nielsen TV Ratings Data: ©2010 The Nielsen Company. All Rights Reserved.