Prime-Time Pain Plagues NBC

NEW YORK NBC’s fall season lineup in prime time has stumbled badly out of the starting gate and some media buyers are concerned that if the network experiences a steep ratings shortfall, it will not have any quality make goods to offer their clients.

Through the first 10 days of the season, NBC is down 15 percent in viewers and 16 percent in the key adults 18-49 demographic. More ominously, those declines include its highest-rated shows — and if Sunday Night Football ratings are taken out of the equation, the dropoff is that much steeper.

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