In Depth
Ratings Declines Define Nov. Sweeps
Only CW, MyNet Avoid Erosion in Target Demos
This year’s November sweeps ratings period, buffeted by economic upheaval and declining statistical relevance to networks, saw ABC and CBS on top in adults 18-49 and total viewers, respectively.
Only smaller networks The CW and MyNetworkTV avoided audience erosion in their target demographics.
At press time Wednesday, ABC was projected to claim its fourth straight win in the November sweeps among adults 18-49, with an average 3.1 rating/8 share. Two days of ratings remain to fill out the sweeps numbers.
CBS is set to claim an eighth straight November win in total viewers, pulling in an average 12.1 million viewers throughout November.
Both ABC and CBS declined year-to-year. At day 26 of sweeps, CBS is down 3% in total viewers versus 2007’s November sweeps, while ABC dropped 11% from this time last year. NBC ranked third and Fox took fourth among viewers 18-49.
Sweeps ratings, held four times a year, help local stations set advertising rates. That traditionally has led broadcast networks to rely on programming stunts to boost viewership during those periods, such as airing “Seinfeld’s” backwards episode.
The standard sweeps hullabaloo, such as stunt casting, theme weeks and specials, was rare this go-round, with press releases announcing sweeps material seeming to be more of an afterthought than anything else.
The movement away from big stunts is explained in part by changes in how Nielsen is measuring and delivering ratings data.
“Sweeps are still important to the smaller markets who get [viewer] diaries four times a year,” said Shari Anne Brill, senior vice president and director of programming at media buyer Carat.
Larger markets that use electronic people meters give local broadcasters immediate data on viewership, meaning stations in those markets don’t need to wait until sweeps to get an idea of how the market is doing.
Stunts
NBC’s “30 Rock” was one the few shows to roll out big-name stunt casting this sweep, bringing in Steve Martin, Jennifer Aniston, much of the cast of “Night Court” and Oprah Winfrey for episodes in November.
Ms. Winfrey’s episode propelled the series to its second-highest rating ever, but it’s hard to determine whether it was Oprah or star Tina Fey’s exposure as Gov. Sarah Palin on “Saturday Night Live” that caused a surge in viewers.
Even the few specials didn’t move the needle much, as Fox’s heavily promoted “24: Redemption” just barely beat the show’s last original episode, aired in May 2007, in adults 18-49.
Ms. Brill said she also believes economics affected networks’ plans for sweeps stunts, as the rocky economy may have forced them to tighten belts on the creative side. Media stocks have been rocked of late.
NBC’s flagship “Heroes” has been beleaguered as well, declining 29% versus last November’s sweeps. ABC’s Wednesday night continues to thud, hitting series lows during the month. Fox’s “House,” while still high-rated, is down significantly from last year, partly due to its move from 9 p.m. to 8 p.m.
“The only ray of sunshine is The CW,” Ms. Brill said.
Winners
The CW, while down 9% from last November in adults 18-49 with a 1.0/2, is running flat in adults 18-34 with a 1.2/4. The network is up 21% in women 18-34, the network’s target demographic, with a 1.7/5.
“Gossip Girl” has led the way, as the show’s combination with “One Tree Hill” on Mondays has lifted the night 177% in the demo.
The CW’s relatively strong performance also factors in a clunker of a Sunday night with Media Rights Capital’s low-rated (and since-canceled) programming, and the loss of “WWE’s Friday Night Smackdown” to MyNetworkTV.
MyNetworkTV also is celebrating year-to-year gains.
“Smackdown” has lifted MyNet to record ratings, as the fledgling network boosted its average adults 18-49 rating by 50% versus last November, from a 0.4 to a 0.6.
Spanish-language network Univision also is boasting slight gains, growing 2% in total viewers to 3.9 million from last November.
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Comments 63
F.Goodenough
'Dear'ABC....There's a REASON the ratings are down...
Someone is making BAD DECISIONS and NOT promoting the really GOOD shows! Enough garbage and 'reality'. **SAVE PUSHING DAISIES!!!!**
Extend your age demographics a little & you'll find INTELLIGENT VIEWERS will support EXCELLENT WRITING.
UNBELIEVABLE!! You finally get a WINNING show, with FANTASTIC characters, FABULOUS CAST!,ORIGINAL and different storyline with fast moving EXTREMELY WITTY dialogue for those of us who aren't brain dead with your stupid 'reality' garbage, and you decide to CANCEL IT?????!!!! -BAD MOVE! PUSHING DAISIES is the best show you've come up with yet! There are still plenty of us out here that need a little humor and mental stimulation. And what a fantastic combination of cast! It's my FAVORITE SHOW! I really don't need more remakes, copycat or generally large breasted based interest shows with NO SUBSTANCE!
These are just the ABSOLUTELY **BEST ACTORS** who work so well together! This is REAL ENTERTAINMENT! (And trying to shove us over to 'Chuck' by making 'duplicate image' characters won't work for me-Think We didn't notice??)
**And By The Way...these are **EXCELLENT WRITERS**- worth their WEIGHT in GOLD! Keep them on this...WE WANT MORE!!!!
If ratings seemed lower after the writers strike- think of THIS... You made us wait forever and **NEVER PROMOTED** the RETURN of Pushing Daisies as you did other shows. Your viewers became confused & LOST trying to find out WHEN or IF* you would ever bring it back! (*Just for the record...by reading an old article, is the FIRST I've heard of your Pie Hole trailer! It should've been added to the end or as a commercial attachment during the show*. I would've loved to see that!)
DUHHH! *THIS ONE HAS SUSTANCE! What a wonderful escape FROM the true reality!
*And you would DENY US a real conclusion by continuing the saga in a COMIC BOOK???!!! Thanks for NOTHING, ABC! What's wrong with you?
I BEG you to RECONSIDER YOUR VIEWERS! PLEASE??!!
**CONTINUE THIS SHOW!! Dump some of the other really JUNK shows for the mindless kiddies instead!
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