'

Fox Takes Season's Adults 18-49 Ratings Title; CBS Tops Viewership

Categories: '

Written By

May 24th, 2011


2010-11 SEASON vs. 2009-2010 SEASON (Through May 22, 2011, Week 35 of 35+)

Even though the broadcast primetime season doesn't end officially until Wednesday, May 25, the network PR and trades are all out with their "season ending" stories today, so who am I to hold off for the actual final numbers? (Don't worry, I'll do a post next week with the actual final numbers, although they are unlikely to change even fractionally from these.)

For the 2010-11 broadcast primetime season to date vs. last season at the same week:

  • ABC is DOWN 8.7% vs. last season's adults 18-49 average.
  • CBS is DOWN 8.1% vs. last season's 18-49 average. Note that CBS had the Super Bowl last season.
  • CW is DOWN 4.9% vs. last season's adults 18-49 average.
  • Fox is DOWN 4.8% vs. last season's adults 18-49 average. Note that Fox had the Super Bowl this season.
  • NBC is DOWN 13.8% vs. of its adults 18-49 average compared to last season at this point. Note that NBC had the Winter Olympics last season.
  • Univision is UP 7.8% vs. last season's adults 18-49 average.

Those overall ratings declines are pretty close to the ~5% annual ratings decline typical for broadcast primetime over the long term. And no, those viewers aren't surfing the net or reading books, they're increasingly watching ad supported cable networks.

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  use the average adults 18-49 viewership, NOT the adults 18-49 ratings rounded to a single digit past the decimal point.

2010-11 SEASON TO DATE RATINGS (Through week 35 of 35+, May 22, 2011)

Fox will, once again, finish first among broadcast networks in the advertiser important adults 18-49 ratings for seventh consecutive season, and CBS will finish second. CBS fans can whine all they want about the unfair advantage of the Super Bowl, but even without it Fox would have passed CBS, the Super Bowl just sped up the timetable.

ABC is now in sole possession of adults 18-49 ratings third place and will stay there. NBC will finish in fourth place for the season.

2010-11 Season to Date Adults 18-49 Ratings

  • Fox will finish in first place and currently has a 3.5 18-49 rating average.
  • CBS will finish in second place and currently has a 2.9 adults 18-49 average.
  • ABC is in third place with a 2.5 rating average.
  • NBC is in fourth place with a 2.3 rating average.
  • Univision is in fifth place with a 1.5 rating average.
  • The CW is in sixth place with a 0.9 rating average.

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

2010-11 Season To Date Average Viewership

  • CBS remains well ahead (11.65 million avg. viewers) in the press release friendly, but revenue meaningless, season to date average viewership, and will finish first for the season
  • Fox is in second place and is currently averaging 9.69 million viewers.
  • ABC is in third place, averaging 8.48 million viewers.
  • NBC is in fourth place, averaging 7.04 million viewers.
  • Univision is in fifth place, averaging 3.72 million viewers.
  • The CW is in sixth place, averaging 2.02 million viewers.

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: ©2011 The Nielsen Company. All Rights Reserved.

 
© 2014 Tribune Digital Ventures