CBS Roars Past the Competition for the Week of Feb. 1 | Adweek
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CBS Roars Past the Competition for the Week of Feb. 1

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Wednesday, February 10, 2010
 

Fox Wins; CBS Rock Solid; ABC’s Lost and NBC’s The Biggest Loser on the Map

 

National Ratings in Prime-Time:

Week of February 1, 2010
 
Ratings Box:
What’s Hot/What’s Not
 

On the Air Tonight:
Prime-Time Programming Options 

 
TV Tidbits:
Notes of Interest
 
TV Trivia Time:
A New Zip Code
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Prime-Time Metered Market Tuesday Ratings:

Fox Wins; CBS Rock Solid; ABC’s Lost and NBC’s The Biggest Loser on the Map

 
Tuesday 2/09/10

Note: Birmingham is excluded from the following averages. 

 

              HH
          Rtg/Shr

Fox   11.5/16
CBS 11.4/17
NBC   5.4/ 8
ABC   4.9/ 7

CW    0.6/ 1

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-Percent Change From the Year-Ago Evening (Tuesday, February 10, 2009):

ABC: +75, Fox: +16, Fox: + 4, NBC: -14, CW: -60

 
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-Yesterday’s Winners:
American Idol (Fox), NCIS (CBS), NCIS: Los Angeles (CBS), Lost (ABC), The Good Wife (CBS)

 

-Honorable Mention:

The Biggest Loser (NBC)

 

-Yesterday’s Losers (excluding repeats):

Past Life (Fox), The Forgotten (ABC) and, for the last time, The Jay Leno Show (NBC)

 
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-Ratings Breakdown:

Dominant Fox inched past second-place CBS by just one-tenth of a rating point in the overnights, but the home of American Idol will, no doubt, stand well above the competition among key adults 18-49. In the distant No. 3 spot was NBC, which is always on the map in the demo thanks to The Biggest Loser, followed by ABC and another night of repeats on The CW.

 

Ignited by the arrival of new judge Ellen DeGeneres, American Idol rose to a massive 17.4 rating/25 share in the 8 p.m. hour in the overnights. But competing CBS blockbuster NCIS was certainly no slouch at a 12.4/18. This means, of course, that two networks in one time period totaled a 29.8/43 and there was room left over for the first half of NBC’s The Biggest Loser at a 5.2/ 8. Also in the time period were repeats of ABC’s Lost (3.6/ 5) and 90210 (0.6/ 1).

 

As for the arrival of Ellen on Idol, I personally thought she brought absolutely nothing to the show. But since I always say you cannot judge anything by just one episode, let’s wait and see what happens.

 

CBS moved into the overnight winners circle at 9 p.m. care of bona fide freshman hit NCIS: Los Angeles at an 11.4/16. Next was ABC’s Lost (7.3/11), which should have no trouble dominating the hour among adults 18-49, followed by the second half of NBC’s The Biggest Loser (6.8/10), the series-premiere of Fox’s Past Life (5.5/ 8), and a repeat of doomed Melrose Place on The CW (0.5/ 1), which return in originals on March 9. Particularly unimpressive about the launch of Past Life was retention out of the second-half of lead-in American Idol (17.9/25 at 8:30 p.m.) of just 31 percent and a loss of audience in the second half-hour (6.2/ 9 to 4.8/ 7) of 23 percent. 

 

As for respectable The Biggest Loser, here is the half-hour breakdown:

 

The Biggest Loser (NBC)

8:00 p.m.: 5.1/ 7 (#3)

8:30 p.m.: 5.3/ 8 (#3)

9:00 p.m.: 6.6/10 (#3)

9:30 p.m.: 7.1/10 (#3)

 

CBS remained the network to beat at 10 p.m. thanks to freshman hit The Good Wife at a 10.3/17 in the overnights. Second was the series-finale of colossal NBC flop The Jay Leno Show (4.2/ 7), which broke the PI record books for being labeled a “loser” the most number of times, followed by freshman ABC drama The Forgotten (3.9/ 6). Despite the ample promotion, retention for The Forgotten out of the second-half of lead-in Lost (7.3/11 at 9:30 p.m.) was just 53 percent, and the loss of audience at 10:30 p.m. (4.1/ 6 to 3.7/ 6) was 10 percent. 

 

Source: Nielsen Media Research data (R = repeat)

_____________________________________________________________________________
 

National Ratings in Prime-Time:

Week of February 1, 2010
 

Led by the historically high Super Bowl XLIV, there was no competition as CBS swept the week of Feb. 1, 2010 in households, total viewers and the three key demos -- adults 18-49, adults 25-54 and adults 18-34. CBS beat the four competing networks combined in total viewers and the three demos, with gains of as much as 217 percent among adults 18-34 from one year earlier.

 

Sunday’s match-up between the Indianapolis Colts and the New Orleans Saints broke the record books, outperforming the prior high set by the series-finale of sitcom MASH in February 1983. Super Bowl XLIV averaged a mammoth 106.48 million viewers, building by eight percent from the year-ago Pittsburgh/Arizona competition (98.73 million on Sunday, Feb. 1, 2009). 

 

The series-premiere/preview of non-scripted lead-out Undercover Boss clearly benefited, with 38.61 million viewers from 10:13-11:13 p.m. Comparably, that was the largest audience for any new series following The Super Bowl since the advent of people meters in 1987, the largest debut of any reality series ever, and the most-watched new series premiere overall on television since ABC’s The Dolly Show on Sept. 27, 1987. This week, Undercover Boss moves into its regularly scheduled Sunday 9 p.m. time period out of the season-premiere of The Amazing Race.

 

Elsewhere, Fox finished second across the board, with erosion from the year-ago week of as much as 21 percent among key adults 18-34. Next was ABC at losses of 10 to 12 percent in the five surveyed categories, followed by fourth-place NBC with slippage of at least 30 percent. Last-place The CW was close to year ago levels. The morale of the story: unless you had The Super Bowl in the mix, year-to-year erosion was the operate observation.

 

In season-premiere news, the two-hour sixth (and final) season of ABC’s Lost did not disappoint with a healthy 12.09 million viewers (#19) and a 5.5 rating/14 share among adults 18-49 (#6) in the Tuesday 9-11 p.m. block. 

 

As we delve firth into development season, here is the freshman series scorecard (excluding repeats and ranked in order of total viewers). 

 

NCIS: Los Angeles (CBS) – Tuesday 9 p.m.

Viewers: 16.42 million (#8), A18-49: 3.6/ 9 (#21)
Grade: A

 
Human Target (Fox) – Wednesday 8 p.m.

Viewers: 7.80 million (#37), A18-49: 2.4/ 7 (#36t)
Grade: C

 
Mercy (NBC) – Wednesday 8 p.m.

Viewers: 6.21 million (#46), A18-49: 1.6/ 5 (#52)

Grade: D
 
Community (NBC) – Thursday 8 p.m.

Viewers: 5.23 million (#54), A18-49: 2.3/ 7 (#40t)

Grade: C-
 
The Deep End (ABC) – Thursday 8 p.m.

Viewers: 5.08 million (#55), A18-49: 1.3/ 4 (#59t)

Grade: D
 

Shark Tank (ABC) – Friday 9 p.m. (season or series finale)

Viewers: 4.65 million (#58), A18-49: 1.4/ 4 (#56t)

Grade: D
 
The Vampire Diaries (CW) – Thursday 8 p.m.

Viewers: 3.99 million (#65), A18-49: 1.9/ 5 (#48t)

Grade: B+
 
Life Unexpected (CW) – Monday 9 p.m.

Viewers: 2.07 million (#87), A18-49: 1.0/ 2 (#76t)

Grade: C-
 

As for soon-to-conclude The Jay Leno Show, all together now…loser. Take a look:

 
The Jay Leno Show (NBC) – 10 p.m.

Monday – Viewers: 3.82 million (#70), A18-49: 1.1/ 3 (#71t)

Wednesday – Viewers: 4.19 million (#62), A18-49: 1.2/ 4 (#64t)

Thursday – Viewers: 3.91 million (#68), A18-49: 1.1/ 3 (#71t)

Friday – Viewers: 4.41 million (#60), A18-49: 1.2/ 4 (#64t)

*pre-empted on Tuesday
Grade: F
 

Here are the final national ratings for the week of February 1, 2010 (with percent change versus the comparable year-ago week in parentheses), followed by the top 30 rated programs of the week and the top rated networks on basic cable. Keep in mind that The Super Bowl did not air in the comparable year-ago week (hence the significant increases for CBS and the erosion elsewhere). 

 
-Households:

CBS: 13.0 rating/21 share (+81), Fox: 5.2/ 8 (-17), ABC: 4.4/ 7 (-10), NBC: 3.1/ 5 (-30), CW: 1.2/ 2 (no change)

 
-Total Viewers:

CBS: 26.18 million (+127), Fox: 9.10 (-16), ABC: 7.00 (-10), NBC: 4.74 (-32), CW: 1.92 (+ 4)

 
-Adults 18-49:

CBS: 8.5 rating/22 share (+166), Fox: 3.2/ 8 (-20), ABC: 2.5/ 7 (-11), NBC: 1.5/ 4 (-35), CW: 0.9/ 2 (+12)

 
-Adults 25-54:

CBS: 9.5/23 (+137), Fox: 3.7/ 9 (-20), ABC: 2.8/ 7 (-12), NBC: 1.8/ 4 (-33), CW: 0.8/ 2 (+14)

 
-Adults 18-34:

CBS: 7.3/21 (+217), Fox: 2.7/ 8 (-21), ABC: 2.2/ 7 (-12), NBC: 1.3/ 4 (-32), CW: 1.0/ 3 (No change)

 
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 Top 30 Rankings

 
-Total Viewers:

Super Bowl XLIV (CBS): 106.48 million, Super Bowl Post Game (CBS): 75.47, Undercover Boss CBS, premiere/preview): 38.65, American Idol – Tuesday (Fox): 24.71, American Idol – Wednesday (Fox): 21.00, NCIS (CBS): 19.23, Two and a Half Men (CBS): 16.51, NCIS: Los Angeles (CBS): 16.42, The Big Bang Theory (CBS): 15.51, Criminal Minds (CBS): 14.75, The Mentalist (CBS): 14.68, CSI (CBS): 14.49, CSI: NY (CBS): 14.16, CSI: Miami (CBS): 13.44, House (Fox): 13.38, The Good Wife (CBS): 12.81, Grey’s Anatomy (ABC): 12.55, Bones (Fox): 12.37, Lost (ABC, season premiere): 12.09, The Bachelor: On the Wings of Love (ABC): 11.73, Super Bowl’s Greatest Commercials (CBS): 10.99, 24 (Fox) and Lost: The Final Chapter (ABC) 9.96 each, The Biggest Loser (NBC): 9.48, How I Met Your Mother (CBS): 9.28, Private Practice (ABC): 9.25, Modern Family (ABC): 9.19, Numb3rs (CBS): 9.14, Medium (CBS): 9.10, Kitchen Nightmares (Fox): 9.00

 
-Adults 18-49:

Super Bowl XLIV (CBS): 38.6 rating/75 share, Super Bowl Post Game (CBS): 29.1/59, Undercover Boss CBS, premiere/preview): 16.2/38, American Idol – Tuesday (Fox): 9.0/23, American Idol – Wednesday (Fox): 7.8/21, Lost (ABC, season premiere): 5.5/14, The Big Bang Theory (CBS): 5.4/13, Two and a Half Men (CBS): 5.1/12, House (Fox): 4.8/13, Grey’s Anatomy (ABC): 4.5/12, NCIS (CBS): 4.3/11, Lost: The Final Chapter (ABC): 4.1/11, The Bachelor (ABC): 4.1/10, Modern Family (ABC): 3.9/11, Criminal Minds (CBS) and The Office (NBC): 3.8/10 each, Kitchen Nightmares (Fox): 3.8/ 9, How I Met Your Mother (CBS) and CSI: Miami (CBS): 3.7/10 each, The Biggest Loser (NBC): 3.7/ 9, NCIS: Los Angeles (CBS): 3.6/ 9, CSI: NY (CBS): 3.4/10, Bones (Fox) and Private Practice (ABC): 3.3/10 each, The Mentalist (CBS): 3.3/ 9, CSI (CBS): 3.2/ 9, 24 (Fox): 3.1/ 8, Accidentally on Purpose (CBS): 3.0/ 8, Super Bowl’s Greatest Commercials (CBS): 2.9/ 9, Cougar Town (ABC) and 30 Rock (NBC): 2.9/ 8 each

 
 
CABLE
 

What follows are the top 10 rated networks on cable in prime-time for the week of Feb 1 based on total viewers and the three key demos:

 
Total Viewers:

USA: 2.93 million, Fox News: 2.43, TNT: 1.95, TBS: 1.65, Nick at Nite: 1.64, A&E: 1.61, ESPN: 1.45, ABC Family: 1.40, History: 1.36, HGTV: 1.31

 
Adults 18-49:

USA: 1.20 million, TBS: 966,000, TNT: 790,000, A&E: 748,000, ESPN: 672,000, History: 630,000, Comedy Central: 592,000, ABC Family: 588,000, Discovery: 573,000, Tru TV: 545,000

 
Adults 25-54:

USA: 1.27 million, TNT: 897,000, A&E: 803,000, TBS: 802,000, History: 717,000, ESPN: 655,000, Fox News: 581,000, Discovery: 557,000, HGTV: 551,000, Tru TV: 545,000

 
Adults 18-34:

TBS: 560,000, USA: 535,000, MTV: 409,000, Comedy Central: 371,000, ESPN: 353,000, TNT: 336,000, A&E: 322,000, ABC Family: 309,000, Discovery: 278,000, VH1: 265,000

 

Source: Nielsen Media Research data (R = repeat)

 
 
Ratings Box:
What’s Hot/What’s Not
 
-Top 20 in Syndication – Week of Jan. 25:

What follows are the top 20 rated programs in syndication (first-run and off-network) based on household rating.

 

Wheel of Fortune (CBS Television Distribution): 7.6 rating, Jeopardy (CBS): 6.4, Oprah (CBS) and Two and a Half Men (Warner Bros.): 5.5 each, Judge Judy (CBS): 4.9, Entertainment Tonight (CBS): 4.8, CSI: NY (CBS): 4.0, Family Guy (Twentieth Television) and Wheel of Fortune – Weekend (CBS): 3.6 each, Law & Order: Criminal Intent (NBC Universal): 3.3, The Office (NBCU): 3.2, Dr. Phil (CBS) and Dr. Oz (Sony Pictures Television): 3.0 each, Everybody Loves Raymond (CBS), George Lopez (Warner Bros.), Seinfeld (SPT) and CSI: Miami (CBS): 2.9 each

 

Source: Nielsen Media Research data (R = repeat)

 
 

On the Air Tonight:
Prime-Time Programming Options

 
Wednesday 2/10/10
 
ABC:

 8:00 p.m. A Charlie Brown Valentine (R)

 8:30 p.m. The Middle

 9:00 p.m. Modern Family

 9:30 p.m. Cougar Town

10:00 p.m. Ugly Betty
  
CBS:

 8:00 p.m. The New Adventures of Old Christine

 8:30 p.m. Gary Unmarried

 9:00 p.m. Criminal Minds

10:00 p.m. CSI: NY
 
NBC:

 8:00 p.m. Mercy

 9:00 p.m. Law & Order: SVU (R)

10:00 p.m. Law & Order: SVU (R)
 
Fox:

 8:00 p.m. Human Target

 9:00 p.m. American Idol

 
CW

 8:00 p.m. Life Unexpected (R)

 9:00 p.m. Gossip Girl (R)

 
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TV Tidbits:
Notes of Interest
 

-News from Timeless International:

Distributor Timeless International has announced Malcolm-Jamal Warner and Nicole Ari Parker as the co-hosts for The 18th Annual Trumpet Awards, a two-hour special for second quarter that honors Steve Harvey, Don Jackson and Maze featuring Frankie Beverly. Timeless has also acquired one-hour special Ambassadors of Hoops, which details the American achievement in basketball over the last 50 years. It has a window in first and second quarter. For more information, contact Sean Deneny at 805/494-0108.

 

-Cartoon Network Season Openers:

Cartoon Network will open the second season of live action alternative series Dude, What Would Happen and Destroy Build Destroy on Wednesday, Feb. 24. The two half-hour series will occupy the 8 p.m. hour. To whet your appetite, “Dudes Make it Happen Weekend,” a weekend marathon of original series, acquisitions and family films will begin on Saturday, Feb. 13 at 10 a.m. ET and conclude on Monday, Feb. 15 at 10 p.m. ET. Included will be encore telecasts of both Dude, What Would Happen and Destroy Build Destroy, plus sneak peaks of the new episodes. 

 

-Sundance Channel Announces Programming Initiatives:

The Sundance Channel has unveiled its upcoming programming strategy, including Carlos, the first scripted miniseries on the network; new series Girls Who Like Boys Who Like Boys, which explores the relationships between women and their gay best friends; and returning series The Lazy Environmentalist, Man Shops Globe, Iconoclasts and The Day Before. Carlos, which tells the tale of international terrorist Carolos the Jackal, debuts in fall 2010, while Girls Who Like Boys Who Like Boys opens in August. 

 

Sundance Channel, in addition, has four scripted properties in development including Triple Crossing, a geopolitical crime drama set in South America; futuristic suspense thriller The Clinic; Fear of Flying, an adaptation of the novel by Erica Jong of the same name; and Shutterbabe, which focuses on the adventures of a globetrotting female photojournalist. 

 
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-Laverne & Shirley – The Movie:

Laverne & Shirley creator Garry Marshall has expressed interest in doing a feature film on the classic sitcom with Jennifer Garner and Jessica Biel in the original roles, and original stars Penny Marshall and Cindy Williams doing cameos. While I am not necessarily a fan of big screen revivals, all together now…

 

One, two, three, four, five, six, seven, eight.
Schlemiel, schlimazel, hasenpfeffer incorporated.
We're gonna do it!

Give us any chance, we'll take it.
Give us any rule, we'll break it.
We're gonna make our dreams come true.
Doin' it our way.

Nothin's gonna turn us back now,
Straight ahead and on the track now.
We're gonna make our dreams come true,
Doin' it our way.

There is nothing we won't try,
Never heard the word impossible.
This time there's no stopping us.
We're gonna do it.

On your mark, get set, and go now,
Got a dream and we just know now,
We're gonna make our dream come true.
And we'll do it our way, yes our way.
Make all our dreams come true,
And do it our way, yes our way,
Make all our dreams come true
For me and you.

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TV Trivia Time:
A New Zip Code
 
What city was the Walsh family from on the original Beverly Hills, 90210?
 
Cedar Rapids, Iowa
Green Bay, Wisconsin
Minneapolis, Minnesota
Scottsdale, Arizona
Tacoma, Washington
 
The answer to yesterday’s question…
 

Which one of the following five options was not the actual name of a TV series?

 
Angie
Brenda
Fay
Gloria
Maggie
 

Is: b) Brenda. Although there was talk of giving Rhoda’s (Valerie Harper) sister Brenda (Julie Kavner) here own series, it never surfaced. As for the others:

 
-Angie (ABC): 1979-80
-Fay (NBC): 1975-76
-Gloria (CBS): 1982-83
-Maggie (ABC): 191-82 and (Lifetime): 1998-99
 
Speaking of Angie, do you remember this?
 

Let the time flow,
Let the love grow,
Let the rain shower,
Let the rose flower.

Love it seeks,
Love it finds,
Love it conquers,
Love it binds.

We come to each other from different worlds.
Drawn to each other by the love inside of us.
We give to each other our different worlds.
As long as we can do it, life's is going to breeze right through it.

Let the time flow,
Let the love grow,
Let the rain shower,
Let the rose flower.

Love it seeks,
Love it finds,
Love it conquers,
Love it binds.

Love it seeks,
Love it finds,
Love it conquers,
Love it binds.

 

-Current kudos goes to:

Mark Amato, Gerry Bixenspan, Barbara Bloomfield, Calvin Caltvedt, Larry Collins, Jim Colucci, Tom Condosta, Audrey Davis, Reid Davis, John Ferlazzo, Arleen Fong, Jerry Gibbons, Maureen Goldman, Geoffrey Gordon, Randy Hainlen, Bob Ingersoll, David Jackino, Deb Kainer, Mark Krause, Patty Lynch, Michael Murphy, Arthur Reinstein, Joe Rubi, David Ruckman, Ron Salmon, Maxine Schulman, Andrew Stearn