Updated: CBS Outshines 'Globes,' 24 Premiere | Adweek
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Updated: CBS Outshines 'Globes,' 24 Premiere

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NBC aired The 66th Annual Golden Globe Awards, and Fox ran the long-awaited seventh season-premiere of 24 on this second Sunday of January 2009. But CBS dominated in total viewers and adults 18-49 care of San Diego vs. Pittsburgh on the NFL Playoffs, which averaged a whopping 29.67 million viewers and a 10.1 rating/26 share among adults 18-49 from 7-8 p.m. Since part of the game bled into the 8 p.m. half-hour, here is CBS by half hour with its combination of football, 60 Minutes, Cold Case and The Unit from 8-11 p.m.

CBS/Sunday

 8:00 p.m. Football/60 Minutes – Viewers: 17.12 million (#1), A18-49: 4.7/11 (#1)

 8:30 p.m. 60 Minutes – Viewers: 14.19 million (#2), A18-49: 3.3/ 8 (#4)

 9:00 p.m. 60 Minutes/Cold Case – Viewers: 12.78 million (#3), A18-49: 3.0/ 7 (#4)

 9:30 p.m. Cold Case – Viewers: 11.96 million (#4), A18-49: 3.0/ 7 (#4)

10:00 p.m. Cold Case/The Unit – Viewers: 11.04 million (#2), A18-49: 2.8/ 7 (#3)

10:30 p.m. The Unit – Viewers: 9.76 million (#2), A18-49: 2.5/ 7 (#3)

Keep in mind that all results for CBS are approximate due to the prime-time football overrun.

Golden Globe night on NBC opened with the Red Carpet Special third in both total viewers (7.68 million) and adults 18-49 (1.8/ 5) from 7-8 p.m. The 66th Annual festivities were on the map, with 14.61 million viewers and a 4.7/11 in the demo from 8-11 p.m. One year earlier, coverage of The Golden Globes was thwarted by the writers strike. But the year before that, it averaged a considerably heftier 20.04 million viewers and a 6.5/15 in the demo on Monday, Jan. 15, 2007. Comparably, that puts last night at a loss of 5.43 million viewers and 28 percent among adults 18-49.  

Take a look at the half-hour breakdown:

The 66th Annual Golden Globe Awards

 8:00 p.m. Viewers: 14.11 million (#1), A18-49: 4.4/10 (#2)

 8:30 p.m. Viewers: 15.18 million (#1), A18-49: 4.9/11 (#1)

 9:00 p.m. Viewers: 14.22 million (#1), A18-49: 4.6/10 (#2)

 9:30 p.m. Viewers: 14.36 million (#1), A18-49: 4.8/11 (#2)

10:00 p.m. Viewers: 15.40 million (#1), A18-49: 5.3/12 (#1)

10:30 p.m. Viewers: 14.37 million (#1), A18-49: 4.9/13 (#1)

For a complete listing of winners (congratulations 30 Rock, Mad Men and John Adams), click here.

Over at Fox, the two-hour season-premiere of 24 was sampled opposite The Golden Globe Awards, with a very respectable 12.52 million viewers (#3) and a 4.2/10 among adults 18-49 (#3) from 8-10 p.m. But the sixth-season opener on Sunday, Jan. 14, 2007 (which did not air against The Golden Globes) averaged a much stronger 15.79 million viewers and a 6.1/13 in the demo. Comparably, that was a loss of 3.27 million viewers and 31 percent among adults 18-49. Whoever did tune it stuck with the entire telecast as follows:
 
24 (season premiere)

8:00 p.m. Viewers: 12.84 million (#3), A18-49: 4.4/10 (#2t)
8:30 p.m. Viewers: 12.26 million (#3), A18-49: 4.1/ 9 (#2)
9:00 p.m. Viewers: 12.68 million (#4), A18-49: 4.2/ 9 (#3)
9:30 p.m. Viewers: 12.28 million (#3), A18-49: 4.2/ 9 (#3)
 
Earlier in the evening on Fox were back-to-back repeats of The Simpsons at an average 3.88 million viewers (#4) and a 1.6/ 5 among adults 18-49 (#4) from 7-8 p.m.
 
Opposite heavier than normal competition, ABC was below average with its combination of America’s Funniest Home Videos (Viewers: #3, 8.23 million; A18-49: #2, 2.2/ 6), Extreme Makeover: Home Edition (Viewers: #4, 10.28 million; A18-49: #4, 3.4/ 8), Desperate Housewives (Viewers: #2, 13.75 million; A18-49: 5.2/12) and Brothers & Sisters (Viewers: #3, 9.07 million; A18-49: #2, 3.4/ 8). Comparatively, retention for Brothers & Sisters out of Desperate Housewives was a typical 66 percent in total viewers and 65 percent among adults 18-49.
 
The CW capped off Sunday with a repeat of Jericho (Viewers: #5, 776,000; A18-49: #5, 0.2/ 1) and a repeat of classic theatrical Carrie (Viewers: #5, 1.37 million; A18-49: #5, 0.7/ 1), which is better suited to air around Halloween than at present.