NBC edged back ahead of ABC for third place with adults 18-49 for the season, but it’s only temporary. Both networks are effectively tied, and NBC got the better of the rounding up this week (2.461 vs. 2.445). With Dancing With The Stars beginning next week, 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 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 in third place with a 2.5 rating average.
- ABC is in fourth place with a 2.4 rating average.
CBS remains well ahead in the press release friendly, but revenue meaningless, 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.
2010-11 Season vs. 2009-2010 Season
By my calculation (using Nielsen data) the overall average adults 18-49 ratings season to date for the 5 English broadcast networks are down 9.3% 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 6.2%.
That 6.2% 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 9.9% vs. last season’s adults 18-49 average.
- CBS is DOWN 8.1% vs. last season’s 18-49 average. If I somewhat crudely remove the ratings effect of Super Bowl week 2010, CBS would be UP 1.3% vs. last season.
- CW is UP 3.8% vs. last season’s adults 18-49 average.
- Fox is DOWN 5.4% 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 18.0% vs. last season.
- NBC is DOWN 15.6% 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 2.2% vs. last season.
- Univision is UP 6.7% 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 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.
Nielsen TV Ratings Data: ©2011 The Nielsen Company. All Rights Reserved.