Masked Scheduler's Ratings Smackdown

I think FOX is squandering an opportunity to build "The Resident" into a bigger show by not pairing it up with "9-1-1." They are two of the broader shows that the network has introduced, both have significantly larger audiences than their current companions, and they can be the future -- assuming FOX stays in the scripted game. If scheduling still matters, moving "9-1-1 "to 8 p.m., leading into "The Resident," makes sense to me. But what do I know.
***
Here's a head-scratcher from EC: "I am convinced 'American Housewife' is in the wrong timeslot, but I doubt ABC will move it twice. But might they?"
To be honest, I'm not quite sure why you feel that it's in the wrong timeslot. ABC has put together two nights of family comedies, and the shows are pretty interchangeable in my opinion. Assuming scheduling still matters, ABC is using the classic scheduling move of putting your strongest shows in the "anchor" slots at 8 and 9 p.m. and using them to lead into the shows that need some help.
ABC clearly believes in "American Housewife" to give it the "Modern Family" lead-in, and I would assume that it could well lead off an hour next season since I'm certain that ABC will stick with at least two comedy blocks.
For several years ABC wasted opportunities to launch family comedies behind "Modern Family" as they tried to build some more adult shows after "MF." They finally figured it out with "Black-ish" and "American Housewife" but unfortunately squandered the seasons when "Modern Family" was at its peak ratings success.
***
MC reveals to us something Nielsen likes to keep secret:
"I got diaries from Nielsen in the mail and am to record my TV viewing habits for a week and then mail them back. How is this information useful to them over a week after the shows have aired? Am I possibly being groomed or tested to become an official Nielsen household?"
Well, MC, you are an official Nielsen household. I'm not sure where you live, but most likely you are in a market that does not have local people meters, so your stations and local advertisers still rely on diary information for demographics.
The February sweeps period is four weeks long, but Nielsen only asks a household to fill in a diary for a week because they correctly assume burnout if they ask respondents to go beyond that. Each week during the sweep, they recruit a new set of homes based on random sampling. Your responses will be aggregated, and about a month after the February sweep, Nielsen will publish a book for your market. That data will be used through May.
What's most important to the local advertisers and the stations are the ratings for local news and other local programming.
Full disclosure, when I was at NBC I received a Nielsen diary during a sweep period. They ask if you work in the business. I lied, but I did accurately fill out the diary. I just wanted the experience of being in the Nielsen diary sample.
P.S. You are not being "groomed," but it's always possible that you can be recruited for the national people meter.
Send your questions to masked.scheduler@gmail.com and you can follow along on Twitter @maskedscheduler.

Broadcast primetime live + same-day ratings for Wednesday, Feb. 28, 2018

The numbers for Wednesday:

Time Show Adults 18-49 rating/share
Viewers (millions)
8 p.m. Survivor (CBS) (8-10 p.m.) – P 1.7/7 8.14
The Goldbergs (ABC) 1.3/5 5.42
The Blacklist (NBC) 0.9/4 5.67
The X-Files (FOX) 0.8/3 3.24
Riverdale (The CW) – R 0.2/1 0.70
8:30 p.m. Speechless (ABC) 1.0/4 4.07
9 p.m. 9-1-1 (FOX) 1.5/6 5.92
Modern Family (ABC) 1.3/5 4.92
Law & Order: SVU (NBC) 1.1/4 5.56
Penn & Teller: Fool Us (The CW) – R 0.2/1 0.84
9:30 p.m. American Housewife (ABC) 1.0/4 4.11
10 p.m. Chicago PD (NBC) 1.2/5 6.07
SEAL Team (CBS) 0.8/3 4.99
Designated Survivor (ABC) 0.6/2 3.73

 

The premiere of “Survivor: Ghost Island” led Wednesday night’s ratings with numbers fairly clsoe to its fall debut, and several ABC shows had a rough night.

“Survivor” posted a 1.7 rating in adults 18-49, down a tenth of a point from its fall premiere and even with its fall average. The two-hour premiere declined in each half-hour, which isn’t great. “SEAL Team” followed with a season-low 0.8.

ABC’s shows were down across the board from their last originals. “The Goldbergs” and “Modern Family” (both 1.3) each fell four tenths of a point, with “Modern Family” scoring a series low. “Designated Survivor” returned from hiatus to a series-low 0.6, and “Speechless” (1.0, -0.3) and “American Housewife” (1.1, -0.1) also dipped.

FOX’s “9-1-1” (1.5) and “The X-Files” (0.8) fell 0.2 and 0.1 from their last episodes. At NBC, “Chicago PD” returned from its Olympics break with a 1.2, even with its last outing. “The Blacklist” (0.9) and “Law & Order: SVU” (1.1) were off 0.1 and 0.2.

Network averages:

CBS FOX NBC ABC CW
Adults 18-49 rating/share 1.4/5 1.2/5 1.1/4 1.0/4 0.2/1
Total Viewers (millions) 7.09 4.58 5.77 4.33 0.77

 

Late-night metered market ratings (adults 18-49, households):

11:35 p.m.

“The Tonight Show Starring Jimmy Fallon”: 0.6/4, 2.1/6

“The Late Show with Stephen Colbert”: 0.4/3, 2.7/7

“Jimmy Kimmel Live” – R: 0.4/3, 1.6/4

12:35 a.m.

“Late Night with Seth Meyers”: 0.3/3, 1.2/5

“Nightline”: 0.3/3, 1.1/4

“The Late Late Show with James Corden”: 0.2/2, 1.1/4

Definitions:

Rating: Estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent.
Fast Affiliate Ratings: These first national ratings are available at approximately 11 a.m. ET the day after telecast. The figures may include stations that did not air the entire network feed, as well as local news breaks or cutaways for local coverage or other programming. Fast Affiliate ratings are not as useful for live programs and are likely to differ significantly from the final results, because the data reflect normal broadcast feed patterns. 
Share (of Audience): 
The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time. 
Time Shifted Viewing:
 Program ratings for national sources are produced in three streams of data – Live, Live +Same-Day and Live +7 Day. Time-shifted figures account for incremental viewing that takes place with DVRs. Live+SD includes viewing during the same broadcast day as the original telecast, with a cut-off of 3 a.m. local time when meters transmit daily viewing to Nielsen for processing. Live +7 ratings include  viewing that takes place during the 7 days following a telecast.

Source: The Nielsen Company.

Posted by:Rick Porter

Rick Porter has been covering TV since the days when networks sent screeners on VHS, one of which was a teaser for the first season of "American Idol." He's left-handed, makes a very solid grilled cheese and has been editor of TV by the Numbers since October 2015. He lives in Austin.

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