Rookies Rise for November Sweeps

Dec 20, 2004  •  Post A Comment

All but two of this season’s new syndicated first-run and off-network strips were up during the November sweeps from their fall debuts, while veteran shows saw mixed results in a sweeps period that was markedly different from last November in several ways.

This year’s November sweeps, which ran from Nov. 4 to Dec. 1, not only included Thanksgiving weekend but also featured a handful of markets in which Local People Meters have made their debut. The unique attributes of November 2004 were so different that they convinced some industry insiders to forgo a year-to-year comparison for an October-sweeps-to-November-sweeps look.

The top-rated rookie was Paramount’s “ET” spinoff “The Insider,” which averaged a 2.8 household rating for its first November sweeps and was up 17 percent from its September debut, according to Nielsen Media Research. “The Insider’s” performance put the show in third place among entertainment newsmagazines, with sister program “Entertainment Tonight” scoring a 5.5 rating for the sweeps, down 13 percent from last November.

In second place was King World’s “Inside Edition” with a 3.6, down 3 percent year to year. “The Insider” outperformed NBC Universal’s “Access Hollywood” (2.6, down 19 percent from November 2003), Telepictures’ “Extra” (2.4, down 11 percent) and Telepictures’ “Celebrity Justice” (1.1, down 8 percent).

The only new strip down from its debut was NBC Universal’s “The Jane Pauley Show,” which scored a 1.5, down 6 percent from its premiere week. Buena Vista’s “The Tony Danza Show” garnered a 1.4, up 17 percent from its debut; Twentieth’s “Ambush Makeover” scored a 1.1, up 22 percent; Telepictures’ “The Larry Elder Show” scored a 0.9, up 13 percent; Sony’s “Pat Croce: Moving In” hit a 0.7, up 17 percent; and Sony’s “Life & Style” remained unchanged from its debut with a 0.5.

Among new off-net strips, Twentieth’s “Malcolm in the Middle” scored a 3.3, up 18 percent from its premiere, while NBC Universal’s “Fear Factor” grew 25 percent to a 2.0. Twentieth’s “Yes, Dear” was up 20 percent to a 1.8 and Paramount’s “Girlfriends” increased 14 percent to a 1.6.

King World’s “Wheel of Fortune” was the top-rated syndicated show of the sweeps with a 9.2, down 1 percent from last November. Sister game show “Jeopardy!” took the second-place spot with an 8.2, growing 12 percent year to year.