Few Shows See Ratings Growth Under New Measurement Model

Nov 8, 2007  •  Post A Comment

When last year’s ad-buying currency, live program ratings, is compared to this year’s measurement—average commercial ratings plus three days of digital video recorder playback—the majority of broadcast programming is down from last year’s levels, although a handful of shows are up.
According to an analysis by Steve Sternberg, executive VP for audience analysis at Magna Global, most of the returning series showing improvement were on Fox and NBC.
Among adults 18 to 49, NBC’s “The Office” is up 20% from last year, followed by NBC’s “30 Rock,” up 19%. Fox’s “House” was up 18%, “Bones” improved 13%, “Family Guy” grew 8%, “Prison Break” was up 3% and “’Til Death” rose 1%.
The top-rated series in commercial ratings, ABC’s “Grey’s Anatomy,” was down 18% from its program ratings last year.
The shows registering the biggest decline so far this season are CBS’ “Shark,” down 40%, and NBC’s “ER,” down 39%. Encore airings of the CW’s “America’s Top Model” were down 55%.
Oddly, while “The Office” and “30 Rock” were big gainers on NBC’s Thursday night, another NBC comedy, “My Name Is Earl,” showed a 12% dropoff from last year.

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