2010-11 SEASON TO DATE RATINGS (Week 26 of 35, March 14-20, 2011)

After having edged ahead of ABC for sole third place last week, NBC slipped back into a season to date adults 18-49 third place tie with ABC, but that won’t last long. Following this week’s premiere of Dancing With The Stars, ABC will certainly pull ahead of NBC before the end of the season.

Fox will, once again, finish first among broadcast networks in the advertiser important adults 18-49 ratings for the 2010-11 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 certainly have passed CBS, the Super Bowl just sped up the timetable.

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. (Without the Super Bowl they’d have about a 3.0 average)
  • CBS will finish in second place and currently has a 3.0 adults 18-49 average.
  • NBC is tied for third place with a 2.4 rating average.
  • ABC is tied for third place with a 2.4 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 (11.86 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 9.81 million viewers.
  • ABC is in third place, averaging 8.22 million viewers.
  • NBC is in fourth place, averaging 7.39 million viewers.
  • Univision is in fifth place, averaging 3.71 million viewers.
  • The CW is in sixth place, averaging 2.10 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.

2010-11 SEASON vs. 2009-2010 SEASON (Through March 20,2011, Week 26 of 35)

By my calculation (using Nielsen data) the overall average adults 18-49 ratings season to date for the 5 English broadcast networks are down 9.5% vs. the season to date ratings average through the same week of the 2009-10 season. After crudely removing two weeks of the Winter Olympics from last year, the 5 English broadcast networks would still be down 6.3%.

That 6.3% overall ratings decline is pretty close to the ~5% ratings decline typical for broadcast primetime over the long term. And no, those viewers aren’t surfing the net or reading books, they’re watching ad supported cable networks.

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

  • ABC is DOWN 9.2% vs. last season’s adults 18-49 average.
  • CBS is DOWN 9.2% vs. last season’s 18-49 average. If I somewhat crudely remove the ratings effect of Super Bowl week 2010, CBS would be DOWN 0.1% vs. last season.
  • CW is UP 2.7% vs. last season’s adults 18-49 average.
  • Fox is DOWN 5.1% vs. last season’s adults 18-49 average. If I somewhat crudely remove the ratings effect of Super Bowl week 2011, Fox would be DOWN 17.7% vs. last season.
  • NBC is DOWN 15.8% vs. of its adults 18-49 average compared to last season at this point. If I somewhat crudely remove the two full weeks of Winter Olympics ratings from last season (which still leaves the initial days of Olympics coverage), NBC would be DOWN 2.3% vs. last season.
  • Univision is UP 7.3% vs. 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  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.

Where did the charts go? At the request of our friends at The Nielsen Company, we will no longer be putting the season to date network ratings data in chart form. Sorry, Univision, I didn’t have a graphic with your logo in it.

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.

Posted by:TV By The Numbers

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