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Though CBS has a more stable schedule and has cut the 18-49 ratings gap this season, media-agency executives say NBC will still be able to charge considerably more in the coming upfront because of its slew of shows that draw more upscale and educated audiences.
Data compiled by Magna Global USA and Horizon Media, based on Nielsen Media Research numbers, show that for viewers with $100,000-plus annual incomes, NBC has eight of the top 10 shows in household ratings, seven of the top 10 among 18-49s, and seven of the top 10 among viewers with four years of college or more.
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