Rookies Score For February Sweeps

Mar 16, 2005  •  Post A Comment

With all the numbers finally in, most first-season strips performed better during February sweeps than in the first week of the 2004-05 season, as did rookie off-network programming.

The highest-rated rookie was Paramount’s “The Insider,” which had an average 2.9 household rating for the February sweeps, according to Nielsen Media Research. “Insider” was up 21 percent from its debut week in September and scored its best day ever Feb. 28 (3.3) with its post-Academy Awards coverage.

The No.2 rookie was the recently canceled NBC Universal strip “The Jane Pauley Show,” which scored a 1.9 rating for the sweeps, flat with its debut week average. “Pauley” was the only rookie that failed to grow from its launch. Buena Vista’s “The Tony Danza Show” was up 8 percent from its debut week to a 1.3, while Twentieth’s “Ambush Makeover” grew 22 percent from the first week of the season to a 1.1. Warner Bros.’ “The Larry Elder Show” was up 25 percent from its first week on the air to a 1.0 for February. Both of Sony’s new strips saw growth from their debuts as well: “Pat Croce: Moving In” was up 17 percent to a 0.7, and “Life & Style” was up 20 percent to a 0.6.

The top off-network strip was King World’s “Everybody Loves Raymond,” which grew 28 percent from last season’s February sweeps performance to a 7.3. Sony’s “Seinfeld” was down 3 percent for the sweeps to a 6.4 and Warner Bros.’ was down 8 percent to a 5.8. Twentieth’s “That ’70s’ Show” and “King of the Hill” were tied with a 3.3, with “’70s” down 20 percent from last February sweeps and “King” unchanged.

The top rookie off-net was King World’s weekly hour “CSI,” which scored a 5.7, up 33 percent from its September debut. Twentieth’s “Malcolm in the Middle” grew 29 percent from its September launch week to a 3.6, Twentieth’s “Yes, Dear” was up 33 percent to a 2.0, NBC Universal’s “Fear Factor” was up 13 percent to a 1.8 and Paramount’s “Girlfriends” grew 14 percent from its debut week to a 1.6.