Based on a full 28 days of data (Oct. 30–Nov. 26, 2008), prime-time leadership was mixed in November. CBS was first in households and total viewers, with a three percent loss in both categories from one year earlier. ABC dominated among key adults 18-49, with its fourth consecutive November victory in the demo (and its longest winning streak for the month since the early 1990s). Even so, the alphabet net was down by 14 percent in the category.
All five networks, in fact, decreased across the board from one year earlier, with fifth place the CW down by as much as 26 percent in total viewers. Keep in mind, of course, that since the level of DVR penetration has increased from 20 percent at this same point last year to approximately 28 percent at present, the overall results (which do not factor in total DVR usage) may be negatively impacted.
What follows are the final national ratings for the Nov. 2008 sweep (with change versus the comparable year-ago period in parentheses):
CBS: 7.4 rating/12 share (- 3), ABC: 6.7/11 (- 9), NBC: 4.8/ 8 (- 9), Fox: 4.3/ 7 (- 9), CW: 1.4/ 2 (-22)
CBS: 11.74 million (- 3), ABC: 10.54 (- 9), NBC: 7.71 (- 9), Fox: 7.10 (- 9), CW: 2.03 (-26)
ABC: 3.2 rating/9 share (-14), CBS: 3.1/ 8 (- 1), NBC: 2.8/ 8 (-13), Fox: 2.7/ 7 (-13), CW: 0.9/ 2 (-18)
Source: Nielsen Media Research data