UPN Surges During Sweeps

Mar 1, 2004  •  Post A Comment

NBC may be winning adults 18 to 49 and CBS may be first in total viewers, but three weeks into sweeps UPN is the network with the most to crow about.
A record-breaking performance by “America’s Next Top Model” last week helped UPN achieve double-digit percentage increases over the same period last year. “Model” showed it could play with the Big 4 networks, scoring a 3.8 Nielsen Media Research rating and 10 share in adults 18 to 49 and beating NBC’s “Frasier” and “Scrubs,” both of which scored 3.3/8. It also drew 7.6 million total viewers-its largest audience yet.
UPN is up 13 percent in adults 18 to 49 and 11 percent in total viewers year to year. The network is dead even with The WB in both measures, averaging a 1.7/4 in adults 18 to 49 and 4 million viewers. The WB is down in those measures 15 percent and 12 percent, respectively.
CBS is the only network besides UPN to show growth this sweeps, up 13 percent in adults 18 to 49 and up 10 percent in total viewers. Consistent performances by NBC’s Thursday night lineup and “Fear Factor” have enabled the network to keep its lead in adults 18 to 49. NBC is flat compared with the same time period last year, averaging a 4.9/13 in adults 18 to 49.
ABC saw some of its best sweeps numbers last week with “The Bachelorette” finale and three nights of “Super Millionaire,” but the numbers weren’t big enough to help the network’s overall standing. ABC is a full ratings point behind Fox for third place in adults 18 to 49 and 700,000 viewers behind Fox for third place in total viewers.
“Super Millionaire,” another round of which will air in May, debuted with a time-period-winning 5.7/13 in adults 18 to 49 and 17.5 million viewers, but was down on Monday (3.8/9 and 12.2 million viewers) and Tuesday (4.5/12 and 13.2 million viewers).
“The Bachelorette” finale won its time slot last week with a 6.2/15 in adults 18 to 49 and 13.5 million total viewers, but it was the lowest-rated “Bachelor”/ “Bachelorette” finale ever. The first “Bachelorette” finale, which aired during February sweeps last year, scored a 9.3/22 in adults 18 to 49 and 20.4 million viewers.
ABC is down 22 percent in adults 18 to 49 and 17 percent in total viewers. “American Idol”-driven Fox is closing in on CBS for second place in adults 18 to 49 with only a tenth of a rating point separating the two networks, but that is due more to CBS’s 18 to 49 numbers sliding than to Fox’s numbers growing. CBS had strong young adult numbers the first week of sweeps because of the Grammy Awards broadcast.