ABC Edges Out NBC’s ‘Heroes’-Heavy Monday
September 25, 2007 12:14 PM
All of NBC’s buzz-building billboards, Comic-Con screenings, fan outreach and online pilots to promote its Monday-night lineup were edged out by the prospect of Mark Cuban waltzing.
ABC earned a narrow victory for the first night of the fall broadcast season with “Dancing With the Stars” and “The Bachelor,” while the return of NBC’s “Heroes” was the highest-rated show of the evening.
The 90-minute “Dancing” had a 5.8 preliminary rating among adults 18 to 49, up a tick from year’s premiere, followed by a 3.5 rating for “Bachelor,” up 13 percent from last year. ABC boasted it was the only network to enjoy across-the-board gains last night compared to last season.
NBC came in second with its trio of hero-driven dramas, a mere tenth of a rating point behind ABC. The premiere of “Chuck” garnered a solid 3.6 rating, but was down 18 percent from the premiere of “Deal or No Deal” last fall. “Heroes” came back strong with a 6.5, up 10 percent from last year’s premiere and its best rating since last March. Viewership dropped for the debut of “Journeyman,” however, which had a 3.7—disappointing considering its lead-in.
There won’t be any national ratings for “Heroes” later today, because NBC has opted to take advantage of a recent Nielsen rule change that allows broadcast networks to add an encore presentation and mix together the ratings for both airings. NBC will re-air “Heroes” on Saturday and add its viewership to the current “Heroes” tally. This is the first time a network has opted for this and some competitors are annoyed, feeling the move allows NBC to double-dip for a number.
CBS was third with the premieres of “How I Met Your Mother” (3.2, down slightly from last year), “The Big Bang Theory” (a respectable 3.7), “Two and a Half Men” (4.7, down a tick) and “Rules of Engagement” (4.4, also down a notch). At 10 p.m., “CSI: Miami” dropped 21 percent from last year’s premiere to a 4.6.
Fox came in fourth, with “Prison Break” holding up admirably in its second week with a 3.1 rating. At 9 p.m., “K-Ville” got k-illed with a 2.3 rating, down from last week’s 3.3.
This morning Fox’s competitors are chortling over a promo that ran during last night’s “Prison Break” that called “K-Ville” the “No. 1 new drama of the season” among adults 18 to 49. Given only two new dramas actually aired before Monday night, this claim essentially brags that “K-Ville” beat The CW’s “Gossip Girl.”
Speaking of The CW, the network came in fifth with repeats.
Also: The networks are pointing out the latest DVR-penetration estimates, which have increased to 19.4 percent. Instead of “flat is the new up,” one network analyst said he expects the premiere week mantra to be: “Down 10 percent is the new flat.”