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CBS, UPN Grow in Viewers, Demo

Feb 16, 2004  •  Post A Comment

Viacom-owned CBS and UPN were the only broadcast networks to show growth in adults 18 to 49 and total viewers in the first week of sweeps compared with last year.
CBS-which was up 42 percent in adults 18 to 49 and 22 percent in total viewers-owes a big debt to “The 46th Annual Grammy Awards,” which did not fall in the February sweeps period last year. The Grammys delivered an 11.6 Nielsen Media Research rating and 28 share in adults 18 to 49-the No. 1 show in the demo in week one of sweeps-and 26.3 million total viewers.
The network also saw strength in its Thursday lineup and the “CSI” franchise. Four of the top 10 shows during the first week of sweeps in adults 18 to 49 and five of the top 10 in total viewers were on CBS.
Despite trouble spots on Wednesdays and Thursdays, UPN saw 7 percent growth in both measures, thanks to its water-cooler reality show “America’s Next Top Model.” “Top Model” gave UPN its second-best time period performance ever last week in its target demo of adults 18 to 34, drawing a 4.2/12 Tuesdays at 9 p.m. (ET). It also finished fourth in its time slot in adults 18 to 49 last week, beating CBS with a 3.4/8, and drew its second-largest audience ever with 7.1 million total viewers.
Fox, which perked up when “American Idol” returned to its schedule in January, is down 21 percent in adults 18 to 49 and down 16 percent in total viewers. While “Idol” consistently delivers huge numbers for Fox twice a week, Fox was dragged down by its weak Thursday and Friday lineups and doesn’t have a megahit like “Joe Millionaire,” which aired at this time last year, to go with “Idol.”
NBC held on to second place in adults 18 to 49 and total viewers despite being down year to year by 8 percent and 7 percent, respectively. With the addition of “The Apprentice,” NBC’s Thursday night still delivers. “Friends,” “Apprentice” and “ER” were all among the top 10 shows in adults 18 to 49 during the first week of sweeps.
Reality programs were the clear choice of viewers during the first week of sweeps. Only four of the top 10 shows among viewers 18 to 49 and five of the top 10 in total viewers were scripted series.