A survey of advertising buyers contains what may be bad news for NBC, suggesting that the network’s hit singing program "The Voice" might see its household commercial ratings fall about 50% below that of similar programs, reports Brian Steinberg in Advertising Age.
Ad buyers are predicting that Fox’s "American Idol" will earn an average household commercial rating of 10.51 on Wednesdays, while the survey found that ad buyers expect "The Voice" to earn just a 5.23 rating, the story says. "The X Factor," which will debut in the fall, is expected to earn a 10.22 on Wednesdays, the story notes.
"’The Voice’ may have been a much-needed hit for NBC, but it didn’t reach the level of viewership of an ‘Idol’ or ‘Dancing With the Stars,’ not even close," said Billie Gold, vice president and director for programming services at Aegis Group’s Carat, according to the story.
The show’s audience levels have dropped off near its finale, rather than growing, Gold points out.