NBC Wins Its First November Sweep in Nine Years

Categories: Network TV Press Releases

Written By

November 20th, 2012

via press release:

NBC WINS ITS FIRST NOVEMBER SWEEP IN NINE YEARS
WITH A CURRENT GAIN OF 17 PERCENT VERSUS THE YEAR-AGO SWEEP IN ADULTS 18-49, NBC MOVES FROM #4 IN NOVEMBER 2011 TO #1 IN 2012

NBC’S SCHEDULE INCLUDES THE SWEEP’S #1 SERIES IN 18-49, ‘Sunday Night Football’; THE #1 UNSCRIPTED SERIES, ‘The Voice’; THE #1 NEW DRAMA, ‘REVOLUTION’; AND THE #1 NEW COMEDY, ‘Go On

NBC’S 2.8 FOR THE SWEEP TO DATE IS A FOUR-YEAR HIGH AND THE CURRENT 17 PERCENT LEAD OVER SECOND PLACE MATCHES THE BIGGEST NOVEMBER MARGIN FOR ANY NET IN 10 YEARS

UNIVERSAL CITY, Calif. – November 20, 2012 – For the first time since 2003, NBC’s primetime lineup has delivered #1 ratings in adults 18-49 for the November sweep, rising from a #4 ranking in the November period one year ago to a #1 finish this year, according to “live plus same day” viewership data from Nielsen Media Research.

With 25 of 28 nights counted in the November sweep, NBC is averaging a 2.8 rating, up 17 percent versus NBC’s 2.4 rating at the conclusion the November 2011 sweep. In averages through Sunday, Nov. 18, NBC leads sweep runner-up CBS by 0.4 of a point or 17 percent, with Monday through Wednesday results yet to be factored into sweep averages. If NBC finishes the sweep with that 17 percent margin, it will match the biggest advantage for any network in a November sweep since NBC won by 19 percent in 2002 (Fox also won by 17 percent in 2009).

NBC is also #1 for the sweep through 25 nights in adults 25-54, adults 18-34 and all key adult-male demographics.

If NBC maintains its 2.8 rating in adults 18-49 through the conclusion of the sweep, it would be its highest-rated November sweep since 2008 (2.8). In total viewers, NBC’s current average of 7.9 million would be its highest for a November since 2007. The sweep concludes Wednesday night, November 21 and Nielsen is scheduled to have “live plus same day” official national results for the full 28-day period on Monday, November 26.

For the November sweep, NBC’s “Sunday Night Football” ranked as the #1 primetime series on ABC, CBS, NBC and Fox in adults 18-49, averaging a 7.6 rating in “live plus same day.” “The Voice” (4.5 with its Monday edition) was the #1 unscripted series of the sweep, “Revolution” (2.8) was the #1 new drama and “Go On” (2.2) was the #1 new comedy.

“SNF” was the #1 primetime show of the sweep on ABC, CBS, NBC and Fox in total viewers; adults 18-34, 18-49 and 25-54; men 18-34, 18-49 and 25-54; and teens 12-17. Monday’s “Voice” was #1 on those networks in women 18-34.

November Sweep Adults 18-49, Live Plus Same Day, Adults 18-49

25 of 28 Nights vs. Completed Sweep Last Year

Net…November 2011… November 2012…Diff

NBC…2.4…2.8…Up 17%

CBS…2.8…2.4…Down 14%

ABC…2.5…2.2…Down 12%

Fox…3.1…2.3…Down 26%

November Sweep Total Viewers, Live Plus Same Day, Total Viewers

25 of 28 Nights vs. Completed Sweep Last Year

Net…November 2011… November 2012…Diff

NBC…6.857 million …7.917 million…Up 15%

CBS…11.419 million…10.281 million…Down 10%

ABC…9.275 million …7.927 million…Down 15%

Fox…8.642 million …6.522 million…Down 25%

November Sweep Total Viewers, Live Plus Same Day, Adults 25-54

25 of 28 Nights vs. Completed Sweep Last Year

Net…November 2011… November 2012…Diff

NBC…2.8…3.3…Up 18%

CBS…3.8…3.2…Down 16%

ABC…3.2…2.7…Down 16%

Fox…3.5…2.5…Down 29%

NBC is the only network among ABC, CBS, NBC, Fox and CW to deliver a younger audience this November than last, with a median age down to 47.8 from last November’s 48.7. NBC’s audience is within 0.6 years of Fox for youngest viewership among the Big 4 networks in November.

Median Ages for November Sweep

25 of 28 Nights vs. Completed Sweep Last Year

Net…November 2011… November 2012

NBC…48.8…47.8

CBS…55.6…57.2

ABC…53.7…53.9

Fox…46.0…47.2

CW…37.6…41.8

On both Monday and Tuesday nights, NBC moved from #4 to #1 from November 2011 to November 2012, according to data through the first three weeks of the sweep. This November versus last, NBC is up 200 percent on Monday night in 18-49 (to a 3.9 rating from a 1.3) and up 71 percent on Tuesdays (3.6 vs. 2.1).

Through November 18, NBC has won eight straight in-season Mondays in 18-49 among ABC, CBS, NBC and Fox, NBC’s longest in-season Monday win streak in the 25-year history of Nielsen’s people meter sample. NBC has also won six consecutive Tuesdays in 18-49 among ABC, CBS, NBC and Fox, the network’s longest in-season Tuesday winning streak in eight years (since November 16-December 21, 2004).

The month also included an NBC Wednesday win on November 7, the network’s first in-season Wednesday victory with non-sports programming since Christmas Eve 2008.

NBC’s sweep success also included the top-rated Presidential Election coverage on Tuesday, Nov. 6, as NBC News averaged 12.0 million viewers and a 4.3 rating in adults 18-49 during primetime that night.

 
  • Max

    How can every network be claiming #1? Obviously, they all can not be #1. NBC’s only hits really were football and The Voice. Take football out, and then NBC is 2nd. CBS is the true winner.

  • Paulo PT

    How the 1st US network could be proud winning only 3 of the 7 days each week? NBC don’t exist from wednesday to saturday!

    I’m waiting for the renovation at least the thursday lineup!

  • Mark

    NBC had Sunday Night Football last November and still finished in 4th place, so I’d so finishing 1st this year is an impressive achievement.

  • chris

    @ max. “How the 1st US network could be proud winning only 3 of the 7 days each week? NBC don’t exist from wednesday to saturday”

    I agree that Thursday Nights are no longer Must see tv, however Friday nights for NBC is not that bad. Grimm is either #1 or #2(behind
    Shark Tank) in its time period and has won overall A18-49 before as well. NBC needs to find something compatable with Grimm instead of repeats at 9 and Dateline is an affordable show at 10 that is acceptable for Friday Night Standards.

    Regarding Saturday Nights every network blows! Unless you are Saturday Night Live after Primetime is over than everything from 8-10 is weak! NBC strictly airs repeats at 8/9 and a new 48 hours at 10 which scores in the low 1’s demo. Abc is the winning network with college football, Fox has College too, however theirs can’t break a 1.0 scoring 0.8 the last two weeks. Fox MAJORLY SCREWED up letting go of the Americas Most Wanted and Cops lineup that was very stable for decades and still winning timeslots!!!!

  • Ultima

    @j
    What kind of crazy system has “November sweeps” start on Oct 25th?

    By the way, here’s the typical sweeps schedule…

    November sweeps – starts final Thursday of October

    February sweeps – starts the Thursday before the first Sunday in February

    May sweeps – ends the Wednesday before Memorial day

    July sweeps – don’t know, don’t care!

    All sweeps periods are exactly 28 days – four Thursday through Wednesday weeks.

  • eridapo

    @Jimmy,

    The difference is that Award shows and Sports have developed a brand identity independent of the network that airs the program. When people are ask about Football on Sunday Night, they could care less if it airs on NBC or some other network. The only thing they know is that an NFL game will be broadcast involving two teams that could well be from their city or region. People say I’m going to watch tonight’s NFL game. They don’t say I’m going to watch the NBC Football game…. The NFL like all sporting leagues has is its own brand identity and fans, and they are not loyal to a network. The same is true for Awards shows. People say they are going to watch the Emmys or Grammy’s Tonight. They don’t say I’m going to watch the awards show on network X.

    As an advertiser you know this to be true. It doesn’t matter in which network the program airs. What matters is the sport or the award show.

    From a branding stand point, the only shows that tell us what brand the Network has is derived by the content of the scripted, non-scripted, news, or specials it puts on. When you think of Fox News, you think Conservative. When you thin of NBC news, you think extreme liberal. The news shows are associated with the Network. The same is true for scripted programming.. ABC is Lifetime lite… CBS is Crime Procedurals and half hour comedies.

  • Danak

    Good for them. If you read Greenblatt’s conference call to reporters yesterday, NBC is even surprised but obviously happy about it. It helped that they were actually trying to do better, unlike the previous regime. Though given that last Fall was pretty bad, they just needed to have decent stuff to show they were doing better. They do need to fix their Wed and Thur nights for sure and find something that does well on Sunday nights after football is over. Is there any televised sport that does even half as well as football and runs in the winter?

  • Flame

    @Danak: Skiing, at least over here in Europe. Problem is that most of the US doesn’t even know Bode Miller (currently injured) and Lindsay Vonn / Julia Mancuso and that races usually do not take place during US Prime Time.

  • John

    NBC is No. 1!!! Who could have predicted that last year! That’s great for them though. I love Revolution and Go On.

  • THE OLD MAN

    @ eridapo

    Like your spin, but have to side with Holly!

  • Jiji Moran

    What will NBC do once “The Voice” is over?

    Will they still come up on top?

  • jazzie2

    Good job NBC!! I enjoy The Voice and Sunday Night Football with Cris Collingsworth!!!! Please keep him on. He loves his job. You hear it in his voice and charm. And no Joe Buck!!!! Gag!!!

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