CBS Now Down 4.6% With Adults 18-49 vs. Last Season
After seventeen weeks of the 2010-11 broadcast primetime season vs. last season at the same week:
- CBS is down 4.6% vs. last season’s 18-49 average. Lucky for them, they have the AFC Championship in primetime Sunday, which wasn’t in primetime last season, so look for them to rebound big next week.
- The CW is 3.5% ahead of last season’s adults 18-49 average. What the chart doesn’t show is that the CW is down 6% in the women 18-34 demo they publicly claim to target.
- NBC is 2.1% ahead of its adults 18-49 average compared to last season at this point. That’s a bit worse than the comparison last week.
- Fox is down 16.7% vs. last season in the advertiser important adults 18-49 average. That’s a fraction worse than the comparison last week. Last year they had the NFC Championship in primetime, but not this year. Look for them to fall further behind next week.
- ABC is down 9.6% vs, last season’s adults 18-49 average, which is slightly better than the comparison last week.
- Univision is 10.1% ahead of last season’s adults 18-49 average.
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.
Note that the % increases and declines calculated for the chart above use the average total viewership and the average adults 18-49 viewership, NOT the adults 18-49 ratings rounded to a single digit past the decimal point.
Broadcast network primetime season vs. 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 down 6.3% vs. the season to date ratings average through the same week of the 2009-10 season.
Season to Date Ratings
- CBS leads in primetime for the season with a 3.0 adults 18-49 average.
- Fox is in second place with a 2.8 rating average.
- NBC is in third with a 2.7 rating average.
- ABC remained in 4th place with a 2.5 rating average.
By my calculation, ABC needs to beat NBC by 0.25 adults 18-49 ratings points on average every week for the rest of the season to move out of fourth place. Last week, ABC beat NBC by just 0.1 points. It’s going to be interesting.
CBS remains well ahead in the press release friendly, but advertiser ignored, 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.