Fox Tops Final Calendar Year Primetime Network 18-49 Ratings; CBS Wins Viewership
2010-11 CALENDAR YEAR vs. 2009-2010 CALENDAR YEAR (9/20/10-9/18/11)
While nearly 100% of the broadcast network ratings PR centers around the broadcast “season” of 35+ weeks out of 52, the networks don’t just turn out the lights in late May and turn them back on in late September. They’re still on the air trying to attract viewers and sell advertising for the entire year, so here is the final wrap up of the calendar year’s ratings through September 18, 2011.
For the 2010-11 broadcast primetime calendar year:
- ABC is DOWN 7.7% vs. last year’s adults 18-49 average.
- CBS is DOWN 7.9% vs. last year’s 18-49 average. Note that CBS had the Super Bowl last season.
- CW is DOWN 7.7% vs. last year’s adults 18-49 average.
- Fox is DOWN 5.9% vs. last year’s adults 18-49 average. Note that Fox had the Super Bowl this season.
- NBC is DOWN 10.1% vs. of its adults 18-49 average compared to last year. Note that NBC had the Winter Olympics last season.
- Univision is UP 6.1% vs. last year’s adults 18-49 average.
Those overall ratings declines are pretty close to the 5-10% annual ratings decline typical for English broadcast primetime over the last generation or so. 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 CALENDAR YEAR (9/20/10-9/18/11) RATINGS
Fox finished first among broadcast networks in the advertiser important adults 18-49 ratings for seventh consecutive season, and CBS finished 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 and NBC ended up tied when rounded to a single decimal point, but ABC edged them slightly, see below.
2010-11 Calendar Year Adults 18-49 Ratings
- Fox finished in first place with a 2.9 18-49 rating average.
- CBS finished in second place with a 2.4 adults 18-49 average.
- ABC finished in third place with a 2.23 rating average.
- NBC finished in fourth place with a 2.17 rating average.
- Univision finished in fifth place with a 1.5 rating average.
- The CW finished in sixth place with a 0.7 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 1.279 million adults 18-49
2010-11 Calendar Year Average Viewership
- CBS finished first (9.99 million avg. viewers) in the press release friendly, but revenue meaningless average viewership.
- Fox finished in second place with 8.19 million viewers.
- ABC finished in third place, averaging 7.59 million viewers.
- NBC finished in fourth place, averaging 6.78 million viewers.
- Univision finished in fifth place, averaging 3.69 million viewers.
- The CW finished in sixth place, averaging 1.67 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.
Nielsen TV Ratings Data: ©2011 The Nielsen Company. All Rights Reserved.