ABC and Fox Top First Week in March

Wednesday, March 10, 2010

CBS Wins; Fox the Network to Beat Among Adults 18-49


National Ratings in Prime-Time:

Week of March 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:
Life Before Two and a Half Men
Prime-Time Metered Market Tuesday Ratings:
CBS Wins; Fox the Network to Beat Among Adults 18-49
Tuesday 3/09/10


CBS 10.8/17
Fox     9.8/15
NBC   5.2/ 8
ABC   4.5/ 7
CW    1.2/ 2

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

ABC: +50, CBS: +37, CW: + 9, NBC: -13, Fox: -30

-Yesterday’s Winners:

American Idol (Fox), NCIS (CBS), NCIS: Los Angeles (CBS), Lost (ABC), The Good Wife (CBS)


-Yesterday’s Losers (excluding repeats):

90210 (CW), Melrose Place (CW), The Forgotten (ABC)


-Ratings Breakdown:

Fox will, no doubt, win this second Tuesday in March among adults 18-49 thanks to American Idol. But CBS’ rock-solid combination of NCIS (#2: 12.0 rating/18 share), spin-off NCIS: Los Angeles (#1: 10.6/16) and The Good Wife (#1: 9.7/17) finished first for the evening based on the overnights. Paring down American Idol to one hour (and replacing the 9 p.m. portion with a repeat of Glee) cost Fox its overnight dominance. 


American Idol opened the evening for Fox with a first-place 14.8/22 in the overnights at 8 p.m., leading into the aforementioned Glee encore at a third-place 5.0/ 8 at 9 p.m. Compared to one year earlier (14.1/22 on March 10, 2009 – a two hour installment), veteran American Idol built by five percent. My prediction for the two female picks to depart tomorrow: Paige Miles and Katelyn Epperly. 


NBC’s The Biggest Loser, which always scores among adults 18-49, was on the Tuesday map with a 5.5/ 8 in the overnights from 8-10 p.m. But week two of lead-out Parenthood dipped to a second-place 4.5/ 8 at 10 p.m. — 24 percent below it’s week-ago series opener (5.5/ 9 on March 2). Since ABC’s The Forgotten (3.6/ 6) finished last in the time period, Parenthood is not labeled a “loser.” But retention out of the 9:30 p.m. portion of The Biggest Loser (6.2/ 9) was a modest 73 percent. Let’s wait and see what happens next week.


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


The Biggest Loser (NBC)

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

8:30 p.m.: 4.9/ 7 (#3)

9:00 p.m.: 5.9/ 9 (#3)

9:30 p.m.: 6.2/ 9 (#3)


Over at ABC, demo friendly Lost finished second at 9 p.m. with a 6.9/10 (which should translate into a very respectable low-4 rating among adults 18-49; hence the “winners” listing). But ABC’s Tuesday problem remains the 8 p.m. and 10 p.m. time periods. A repeat of Lost finished fourth from 8-9 p.m., with a 3.2/ 5 in the overnights, while aforementioned The Forgotten fizzled at a last-place 3.6/ 6 at 10 p.m. The return of ABC’s V steps into the Tuesday 10 p.m. hour on March 30, following a clips edition one week earlier. 


The news was grim, meanwhile, on The CW, which aired original episodes of sophomore 90210 (#5: 1.4/ 2), which does not deserve a third season, and waiting-to-be-axed Melrose Place (#5: 0.9/ 1), which not even Heather Locklear can save. Not airing original episodes of either drama for three months was certainly not beneficial. 


Source: Nielsen Media Research data (R = repeat)


National Ratings in Prime-Time:

Week of March 1, 2010

Led by top-rated The 82nd Annual Academy Awards, ABC finished this first week in March No. 1 in households and total viewers, with year-to-year growth of as much as 51 percent in total viewers. Keep in mind, of course, that the Academy Awards did not air during the year-ago week. Comparably, the 82nd annual festivities were the most-watched entertainment telecast on any network since Feb. 27, 2005, building by 5.0 million viewers from 2009. Also of note on ABC was the Monday season-finale of The Bachelor: On the Wings of Love at a hefty 15.15 million viewers (#10 overall) and a 5.3 rating/14 share among adults 18-49 (#8t).