March Madness Leads CBS to Weekend Victory


THE PROGRAMMING INSIDER

Monday, March 22, 2010

 
Primetime Ratings:

Weekend Highlights

 

Ratings Box:

What’s Hot/What’s Not
 

On the Air Tonight:

Prime-Time Programming Options

 

TV Tidbits:

Notes of Interest  
 

TV Trivia Time:

Mayberry – My Home Town  

_______________________________________________________________________
 

Prime-Time Ratings:

Weekend Highlights

 
Friday 3/19/10

Note: The following results are based on the fast affiliate ratings (Live Plus Same Day data).  

 

              HH
          Rtg/Shr

CBS   5.1/ 9

NBC 5.1/ 9
ABC   3.3/ 6
Fox     2.2/ 4
CW    1.1/ 2
 

-Total Viewers:

CBS: 9.60 million, NBC: 6.79, ABC: 5.08, Fox: 4.05, CW: 1.16

 

-Adults 18-49:

CBS: 3.4 rating/11 share, NBC and Fox: 1.5/ 5 each, ABC: 1.0/ 3, CW: 0.5/ 2

 
——————–
 

Note: Any prior rating results are based on the final nationals. Since the level of DVR penetration has increased from 30 percent at this same point last year to approximately 36 percent at present, the overall results may be negatively impacted.

 
———-
 

-Friday’s Winners:

2010 NCAA Basketball – First Round, Day 2 (CBS)
 
-Honorable Mention:
Who Do You Think You Are? (NBC)
 

-Friday’s Losers (excluding repeats):
Thin Ice (ABC), 20/20 (ABC)

 
———-
 

-Ratings Breakdown:

2010 NCAA Basketball – First Round, Day 2 led CBS to an easy Friday victory, with an approximate 9.60 million viewers and a 3.4 rating/11 share for the prime-time (8-11 p.m.) portion. Comparably, the year-ago Friday match-ups rated lower at 8.40 million viewers and a 3.0/10 in the demo, based on the final nationals.

 
Here is half-hour breakdown:
 

2010 NCAA Basketball: First Round – Day 1

8:00 p.m. – Viewers: 8.22 million (#1), A18-49: 2.8/11 (#1)

8:30 p.m. – Viewers: 9.28 million (#2), A18-49: 3.2/11 (#1)

9:00 p.m. – Viewers: 11.10 million (#1), A18-49: 3.8/13 (#1)

9:30 p.m. – Viewers: 11.07 million (#1), A18-49: 3.9/13 (#1)

10:00 p.m. – Viewers: 9.31 million (#1), A18-49: 3.4/11 (#1)

10:30 p.m. – Viewers: 8.61 million (#1), A18-49: 3.1/10 (#1)

 

Keep in mind that results for any live sporting event are always approximate.

 

Over at NBC, week three of non-scripted Who Do You Think You Are? looks like a keeper, with a consistent 7.14 million viewers and a 1.7/ 7 among adults 18-49, which was second in both categories from 8-9 p.m. For the Friday anchor position, consider this a respectable performance. Next on NBC was a two-hour edition of Dateline, which averaged 6.62 million viewers and a 1.4/ 5 among adults 18-49 from 9-11 p.m. Take a look at the half-hour breakdown:

 
Dateline (NBC)

9:00 p.m. – Viewers: 6.33 million (#2), A18-49: 1.3/ 4 (#3)

9:30 p.m. – Viewers: 6.19 million (#2), A18-49: 1.3/ 4 (#3)

10:00 p.m. – Viewers: 6.71 million (#2), A18-49: 1.5/ 5 (#2)

10:30 p.m. – Viewers: 7.24 million (#2), A18-49: 1.7/ 5 (#2)

 

ABC opened the evening with low-rated 8 p.m. special Thin Ice (Viewers: #3, 4.06 million; A18-49: #4, 0.6/ 2), followed by two-hours of 20/20 at an average 5.60 million viewers and a 1.2/ 4 among adults 18-49 from 9-11 p.m. Here is the half-hour breakdown for 20/20:

20/20 (ABC)

9:00 p.m. – Viewers: 4.59 million (#3), A18-49: 0.8/ 3 (#4)

9:30 p.m. – Viewers: 5.17 million (#3), A18-49: 1.0/ 3 (#4)

10:00 p.m. – Viewers: 6.13 million (#3), A18-49: 1.4/ 5 (#3)

10:30 p.m. – Viewers: 6.50 million (#3), A18-49: 1.5/ 5 (#3)

 

In the battle of the newsmagazines, NBC’s Dateline was victorious.

 

Fox populated this third Friday in March with a repeat of House (Viewers: #4, 3.73 million; A18-49: #3, 1.2/ 4) and just renewed Kitchen Nightmares (Viewers: #4, 4.38 million; A18-49: #4, 1.9/ 6), which deserves positive mention for building out of the House encore. And The CW aired repeats of America’s Next Top Model (Viewers: #5, 1.33 million; A18-49: #3, 0.5/ 2 from 8-9:30 p.m.) and flop extraordinaire High Society (Viewers: #5, 633,000; A18-49: 0.3/ 1 at 9:30 p.m.). 

 
Source: Nielsen Media Research data
 
——————–
Saturday 3/20/10

Note: The following results are based on the fast affiliate ratings (Live Plus Same Day data).  

 

              HH
          Rtg/Shr

CBS 5.8/11
Fox    3.2/ 6
NBC 2.7/ 5
ABC 1.6/ 3
 
-Total Viewers:

CBS: 9.60 million, Fox: 5.08, NBC: 2.95, ABC: 2.29

 
-Adults 18-49:

CBS: 3.3 rating/11 share, Fox: 1.7/ 6, NBC: 0.8/ 3, ABC: 0.5/ 2

 
—————
 

Note: Any prior rating results are based on the final nationals. Since the level of DVR penetration has increased from 30 percent at this same point last year to approximately 36 percent at present, the overall results may be negatively impacted.

 
—————
 

-Saturday’s Winners:

2010 NCAA Basketball – Second Round, Day 1 (CBS)

 

-Saturday’s Losers (excluding repeats):

Outside of Fox’s Cops and America’s Most Wanted, it was all repeats.

 
———-
 

-Ratings Breakdown:

2010 NCAA Basketball – Second Round, Day 1 led CBS to a solid Saturday victory, with an advantage over the three competing networks combined of approximately 10 percent among adults 18-49. The basketball match-ups averaged an estimated 9.60 million viewers and a 3.3 rating/11 share in the demo for the prime-time (8-11 p.m.) portion. Keep in mind, that part of 48 Hours Mystery could have been present in the 10:30 p.m. half-hour. Comparably, this was below the year-ago Saturday basketball tournament, which averaged 10.78 million viewers and a 3.8/13 among adults 18-49, based on the final nationals, on March 21, 2009.

 

Here is the half-hour breakdown:

 

2010 NCAA Basketball – Second Round, Day 1 (CBS)

8:00 p.m. – Viewers: 10.40 million (#1), A18-49: 3.5/13 (#1)

8:30 p.m. – Viewers: 9.77 million (#2), A18-49: 3.4/12 (#1)

9:00 p.m. – Viewers: 10.05 million (#1), A18-49: 3.5/12 (#1)

9:30 p.m. – Viewers: 9.13 million (#1), A18-49: 3.2/11 (#1)

10:00 p.m. – Viewers: 9.75 million (#1), A18-49: 3.3/11 (#1)

10:30 p.m. – Viewers: 8.53 million (#1), A18-49: 2.8/ 9 (#1)*

 

(*part of 48 Hours Mystery may have aired in the 10:30 p.m. half-hour).

 

Fox finished in the No. 2 spot overall in both total viewers and adults 18-49 with its perennial combination of Cops (original and repeat – Viewers: #2, avg. 4.92 million; A18-49: #2, avg. 1.6/ 6) and America’s Most Wanted (Viewers: #2, 5.24 million; A18-49: #2, 1.7/ 6). NBC aired repeats of Parenthood (Viewers: #3, 2.37 million; A18-49: #3, 0.5/ 2), Law & Order (Viewers: #3, 4.24 million; A18-49: #3, 0.7/ 2) and Law & Order: SVU (Viewers: #2, 5.25 million; A18-49: #2, 1.1/ 4). And ABC capped off the night with back-to-back repeats of FlashForward (Viewers: #4, avg. 1.76 million; A18-49: #4, avg. 0.4/ 2 from 8-10 p.m.) and an encore telecast of Castle (Viewers: #3, 3.34 million; A18-49: #3, 0.7/ 2).

 

Source: Nielsen Media Research data (R = repeat)

 
————————-
 
Sunday 3/21/10
 

              HH
          Rtg/Shr

CBS   9.1/14
ABC 5.1/ 8
NBC   4.1/ 6
Fox    3.2/ 5
 
———-
 

-Percent Change From the Year-Ago Evening (Sunday, March 22, 2009):

Fox: + 3, CBS: – 1, NBC: -11, ABC: -23

 
———-
 

Note: The fast affiliate results for Sunday will be posted at PIFeedback.com by 12 p.m. ET. Go to the website, click on Ratings Box (the first category), then Last Night’s Results, and Sunday, March 21, 2010.   

 
———-
 
-Yesterday’s Winners:

2010 NCAA Basketball – Second Round, Day 2 (CBS), 60 Minutes (CBS), The Amazing Race (CBS), Undercover Boss (CBS), Desperate Housewives (ABC)

 

-Yesterday’s Losers (excluding repeats):

Thin Ice (ABC), Dateline (NBC), ‘Til Death (Fox), Minute to Win It (NBC), Sons of Tucson (Fox), Jamie Oliver’s Food Revolution (ABC)

 

 ———-

-Ratings Breakdown:

CBS led the overnight Sunday troops with a hefty 78 percent advantage over second-place ABC. But all individual program results for CBS are estimated due to an approximate 50-minute NCAA Basketball Tournament (Second Round, Day 2) prime-time overrun, which pushed the start of 60 Minutes to about 7:50 p.m. ET. Here are the individual program results for the Eye net shows:

 
CBS/Sunday

7:00 p.m. – NCAA Basketball: 9.5/16 (#1)

7:30 p.m. – NCAA Basketball / 60 Minutes: 10.2/17 (#1)

8:00 p.m. – 60 Minutes: 9.6/15 (#1)

8:30 p.m. – 60 Minutes / The Amazing Race: 9.0/13 (#1)

9:00 p.m. – The Amazing Race: 8.2/12 (#1)

9:30 p.m. – The Amazing Race / Undercover Boss: 8.4/12 (#1)

10:00 p.m. – Undercover Boss: 8.9/14 (#1)

10:30 p.m. – Undercover Boss / Cold Case: 8.6/14 (#1)

 

In series-premiere/preview news, non-scripted Jamie Oliver’s Food Revolution on ABC was off, but not necessarily running with a third-place 4.4/ 7 in the overnights at 10 p.m. Comparably, this was loss of 31 percent from the week-ago performance of regularly scheduled occupant Brothers & Sisters (6.4/11 on March 14), and the retention out of the 9:30 p.m. portion of lead-in Desperate Housewives (8.1/12) was only 54 percent. Jamie Oliver’s Food Revolution moves into its regularly scheduled Friday 9 p.m. time period this week. 

 

Earlier in the evening of ABC was the second half of special Thin Ice (#3: 3.1/ 5 at 7 p.m.), which was noticeably below regularly scheduled occupant America’s Funniest Home Videos, tired Extreme Makeover: Home Edition (#2: 4.8/ 8 at 8 p.m.) and aforementioned Desperate Housewives (#2: 8.1/12 at 9 p.m.).

 

In week two news, NBC game show Minute to Win It dipped to last in the 8 p.m. hour, with a 3.5/ 6 in the overnights. Comparably, this was down by 20 percent from it’s week-ago performance (4.4/ 7 on March 14). Unfortunately, Minute to Win It did not benefit from the lack of lead-in support from Dateline (#3: 2.5/ 5 at 7 p.m.). At 9 p.m., week two of the new season of The Celebrity Apprentice perked up to a 5.1/ 8 from 9-11 p.m., with the half-hour breakdown as follows:

 

The Celebrity Apprentice (NBC)

9:00 p.m.: 4.7/ 7 (#3)
9:30 p.m.: 4.7/ 7 (#3)
10:00 p.m.: 5.3/ 8 (#2)
10:30 p.m.: 5.8/10 (#2)
 
Comparably, The Celebrity Apprentice was on par with its year-ago overnight performance (5.0/ 8 on March 22, 2009). As for the women on the street who thought Rod Blagojevich looked like Donny Osmond, huh?

Also in week two news, Fox comedy Sons of Tucson could not compete, with a last-place 2.6/ 4 at 9:30 p.m. Comparably, this was down by 13 percent from last Sunday’s anemic 3.0/ 5 overnight opener, and the retention out of adult 18-49 favorite Family Guy (#4: 4.6/ 7 at 9 p.m.) was only 57 percent. Earlier in the evening of Fox were two more burn-off episodes of ‘Til Death (#4: avg. 2.2/ 4 from 7-8 p.m.), The Simspons (#3: 3.9/ 6) and The Cleveland Show (#4: 3.5/ 5) from 7-9 p.m.

 
Source: Nielsen Media Research data
____________________________________________________________________________
 
Ratings Box:
What’s Hot/What’s Not
 
-Week of March 15 to-Date:

Four days into the week of March 15 (which includes the first night of The NCAA Basketball Tournament on CBS), Fox stands well above the competing networks, but second-place CBS is still the network to beat overall in total viewers. Here are the results for Monday, March 15 through Thursday, March 18. Final results will be published on Wednesday.

 
Total Viewers:

Fox: 13.24 million, CBS: 10.50, NBC: 6.54, ABC: 5.66, CW: 1.98

 
Adults 18-49:

Fox: 4.4 rating/13 share, CBS: 2.8/ 8, NBC: 2.2/ 6, ABC: 1.8/ 5, CW: 0.9/ 3

 
Source: Nielsen Media Research data
____________________________________________________________________________
 

On the Air Tonight:
Prime-Time Programming Options

 
Monday 3/22/10
 
ABC:

 8:00 p.m. Dancing With the Stars (season premiere, two hours)

10:00 p.m. Castle
 

-Competing on Dancing With the Stars This Season:

Buzz Aldrin, Pamela Anderson, Erin Andrews, Shannon Doherty, Kate Gosselin, Evan Lysacek, Niecy Nash, Jake Pavelka, Chad Ochocinco, Nicole Scherzinger and Aiden Turner.

 
CBS:
 8:00 p.m. How I Met Your Mother
 8:30 p.m. Rules of Engagement
 9:00 p.m. Two and a Half Men
 9:30 p.m. The Big Bang Theory
10:00 p.m. CSI: Miami
           
NBC:
 8:00 p.m. Chuck
 9:00 p.m. Trauma

10:00 p.m. Law & Order

 
Fox:
 8:00 p.m. House (R)
 9:00 p.m. 24
 
CW:
 8:00 p.m. Life Unexpected
 9:00 p.m. Gossip Girl
_____________________________________________________________________
 

TV Tidbits:

Notes of Interest
 

-Rosie Attempts a Daytime Comeback:

Two months ago, Rosie O’Donnell hinted at the TCA Winter Press Tour that she would consider returning to daytime talk. Now, with Oprah stepping down in 2011, Dick Robertson, the former head of Warner Bros. Television and Scott Carlin, who worked with Robertson, have closed a deal to distribute Rosie’s proposed talk show, which is being targeted for fall 2011. Rory Kennedy, the daughter of Robert F. Kennedy, will executive produce the project.

 

-American Idol Meets David Letterman:

Effective tonight, and for every Monday through the conclusion of the current season, the contestant voted off each week on American Idol will be featured on CBS’ The Late Show with David Letterman. First up: Lacey Brown.

 
-Spike TV Benches Players:

Spike TV has yanked comedy Players off the schedule after just three weeks on the air and will fill the Tuesday 10:30 p.m. half-hour with encore telecasts of Blue Mountain State. Repeats of Deadliest Warrior will step in on April 6.

 

-Survivor 10 Year Anniversary Post Cards:

Hard to believe, I know, but CBS staple Survivor is celebrating 10 years on the air. And in honor of decade No. 1, the network has unveiled a series of virtual postcards that can be found at the following link:  http://www.cbs.com/primetime/survivor/10_anniversary/ten_anniv_postcards.php

 
______________________________________________________________________
 

TV Trivia Time:

Mayberry – My Home Town 

 

Which one of the following TV characters did not live in Mayberry, North Carolina?

 
Emmett Clark
Clara Edwards
Sam Jones
Floyd Smoot
Ellie Walker
 

The answer to Friday’s question…

 

Which one of the following quirks did Robert Barone have on Everybody Loves Raymond?

 

Before approaching someone, he had to take a few moments to rehearse what he would say.

He bit his hands when he was nervous.
He rocked when he sat and watched TV.
He touched food to his chin before he ate it.
He would never step on the crack in a sidewalk. 
 

Is:  d) He touched his food to his chin before he ate it. No wonder why everybody loved Raymond more!

-Current kudos goes to:
Suzanne Ackley, Dave Aiken, Steve Albright, Mikki Beno, Burt Benoliel, Barbara Berman, Matt Biscuiti, Kimay Bloch, Barbara Bloomfield, Shari Brandt, Bari Bronston, Mitch Burg, Paul Certo, Jim Colucci, Kay Copeland, Audrey Davis, Mark Dvorak, Bob Eisenstaedt, Phyllis Epstein, John Ferlazzo, Stephen Ferrara, Arleen Fong, Karen Gardner, Leon Gittens, Gail Goins, Bob Goldman, Maureen Goldman, Geoffrey Gordon, Robert Gori, Peter Grad, Michelle Harringon, Carolyn Becker Hayes, Barb Hemberger, Kathleen Herbst, Heidi Hoffmeister, Kerry Hughes, Bob Ingersoll, Mike Jameson, Kevin Jones, Deb Kainer, Marie LeFevre Karp, Kathryn Kieser, Mary Kinoshita, Erica Lewis, Howard Lieboff, Patty Lynch, Kathy Martin, Charlene Maville, Julia McCray, Gene Miller, Jim Moore, Michael Natale, Kimberley Orti, Alan Perris, Alex Petrilli, Jr., Sandra Pettway, David Primuth, Francine Purcell, Julie Rasmussen, Juliana Reis, Con Rigg, Susan Rogers, Harley David Rubin, Patrick Rubin, Paul Rule, Erin Ryan, Ron Salmon, David Shearer, Maxine Shulman, Bruce Starin, Kristen Strauss, Ronnie Tallant, Carol Teichman, Andrew Trentacosta, Meredith Wayne, Dan