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ABC Falls Into Fourth Place; Ratings Down 9% vs. Last Season

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December 15th, 2010

After twelve weeks of the 2010-11 broadcast primetime season, Fox is down 15.7% 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 revenue crunching drop.

Again, ABC's season to season declines are hidden behind an even worse decline for a competitor (last season it was media pincushion NBC). This season ABC is 8.9% behind last season's adults 18-49 ratings, which is a fraction better than the comparison last week.

The CW (+1.4%), NBC (+1.4%) and CBS (+0.3%) are all effectively flat vs. last season's adults 18-49 ratings. Among their public target of women 18-34, the CW is down 10% vs. last season.

Univision continues well ahead (+13.6%) of last season's adults 18-49 ratings.

Notes: The CW replaced one hour of their schedule last season (10%) that was a scheduled repeat with an original series this season. NBC is spending a lot more this season in primetime after replacing 5 hours of The Jay Leno Show with mostly scripted dramas.

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 4.9% below the season to date ratings average through the same week of the 2009-10 season.

Season to Date Ratings

ABC has now fallen into 4th place among broadcast networks for the advertiser important adults 18-49 demo with a 2.7 rating average. ABC's stay in fourth place is likely to last at least until a few weeks after the NFL football season ends. CBS maintains its 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 rating average. NBC is now alone in third with a 2.8 rating average.

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.

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

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

 
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