CBS and Fox Dominate Week of March 8

Wednesday, March 17, 2010
 
Fox Wins; CBS Rock Solid  
 

National Ratings in Prime-Time:

Week of March 8, 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:
Don’t Be a Dingbat
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Prime-Time Metered Market Tuesday Ratings:
Fox Wins; CBS Rock Solid 
 
Tuesday 3/16/10
 

              HH
          Rtg/Shr

Fox   14.9/22
CBS 10.3/16
NBC   4.8/ 7
ABC   4.0/ 6
CW    1.1/ 2
———-
 

-Percent Change From the Year-Ago Evening (Tuesday, March 17, 2009):

Fox: +25, CBS: +12, CW: +10, NBC: -13, ABC: -37
 
———-
 

-Yesterday’s Winners:

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

 

-Inching Closer to Being Labeled a Loser:

Parenthood (NBC)
 

-Yesterday’s Losers (excluding repeats):

90210 (CW), Melrose Place (CW), FlashForward: What Did You See? (ABC)

 
———-
 

-Ratings Breakdown:

A two-hour edition of American Idol led Fox to Tuesday victory, but there was plenty of audience left over for second-place CBS. American Idol, featuring the top 12 contestants, averaged a 14.9 rating/22 share in the overnights, building by half-hour as follows:

 

American Idol (Fox)

8:00 p.m.: 14.0/22 (#1)

8:30 p.m.: 15.1/23 (#1)

9:00 p.m.: 15.2/22 (#1)

9:30 p.m.: 15.5/23 (#1)

 

My picks for the bottom two in tonight’s live voting show are Lacey Brown and Paige Miles. Most likely to bid adieu: Lacey Brown. Although Tim Urban was certainly not extraordinary last night, his newfound confidence (and Ken doll looks) should serve him well.

 

Rock-solid CBS had another eventful Tuesday care of scripted dramas NCIS (#2: 11.7/18), NCIS: Los Angeles (#2: 9.7/14) and The Good Wife (#1: 9.4/16), the best 1-2-3 punch in prime-time. 

 

In the distant No. 3 spot in the overnights was NBC care of another two-hour edition of The Biggest Loser (5.1/ 8 from 8-10 p.m.) and week three of drama Parenthood (#2: 4.3/ 7), which dipped seven percent from one week earlier. Take a look at Parenthood’s three-week overnight track:

 
3/02/10: 5.5/ 9
3/09/10: 4.5/ 8
3/16/10: 4.3/ 7
 

As for The Biggest Loser, which always resonates among adults 18-49, here is the half-hour breakdown:

 

The Biggest Loser (NBC)

8:00 p.m.: 4.6/ 7 (#3)

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

9:00 p.m.: 5.3/ 8 (#4)

9:30 p.m.: 5.6/ 8 (#4)

 

Next up was ABC care of a repeat of Lost (#4: 2.6/ 4), the original installment of Lost (#3: 6.4/ 9) and clips special FlashForward: What Did You See? (#3: 3.1/ 5), which certainly did not see much in the ratings. If this is any indication, the two-episode return of FlashForward is likely to fall flat tomorrow. As I have said on numerous occasions, putting a freshman series on hiatus for three months is not a wise programming maneuver. As for Lost, the expected victory among adults 18-49 at 9 p.m. lands it back in the winner’s circle. But, with only eight original episodes left, how many more new people are going to show up on the very crowded island? At first glance, I thought Tina Fey was one of them last night!

 

The CW capped off the night with 90210 (#5: 1.5/ 2), which the network may want to reconsider its early renewal on, and Melrose Place (#5: 0.9/ 1), which sunk to a series low and is begging to be cut loose. For updated rating news on the network’s Life Unexpected, see Ratings Box two sections below. 

 

Source: Nielsen Media Research data (R = repeat)

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National Ratings in Prime-Time:

Week of March 8, 2010
 

There were no Winter Olympics or Academy Awards telecast this week…nothing out of the ordinary. With that in mind, it was back to normal with CBS first overall in households and total viewers and the home of American Idol, Fox, No. 1 in the three key demos…adults 18-49, adults 25-54 and adults 18-34. CBS was at levels virtually identical to one year earlier, while Fox dipped by margins of 14 to 17 percent in the five surveyed categories. 

 

ABC and NBC shared the No. 3 and 4 spots for the week of March 8, with ABC dropping by double-digit percentages and NBC on par from the year-ago week. Last-place The CW was on the plus side in adults 18-49 and adults 18-34. 

 

There were three series premieres this week – CW docudrama High Society, two episodes of NBC game show Minute to Win It and Fox sitcom Sons of Tucson — and they performed as follows (in the order of total viewers):

 

Minute to Win It (NBC) – Sunday 8 p.m. (time period premiere)

Viewers: 7.47 million (#41), A18-49: 2.4/ 7 (#40t)

Grade: C+

 

Minute to Win It (NBC) – Sunday 7 p.m. (preview)

Viewers: 4.67 million (#69), A18-49: 1.5/ 5 (#67t)

 

Sons of Tucson (Fox) – Sunday 9:30 p.m. (premiere)

Viewers: 4.47 million (#73), A18-49: 2.1/ 5 (#51t)

Grade: F

 

High Society (CW) – Wednesday 9:30 p.m. (premiere)

Viewers: 1.26 million (#96), A18-49: 0.5/ 1 (#91t)

Grade: F

 

In week two news, NBC’s Parenthood and The Marriage Ref each lost steam, rating as follows:

 

Parenthood (NBC) – Tuesday 10 p.m.

Viewers: 6.09 million (#57), A18-49: 2.8/ 6 (#29t)

Grade: D

 

The Marriage Ref (NBC) – Thursday 10 p.m.

Viewers: 6.01 million (#58), A18-49: 2.6/ 8 (#33t)

Grade: C

 

The morale of the story: no one ever said launching a new series is easy. But there was one recent exception. In their third head-to-head battle, CBS midseason entry Undercover Boss continues to outdeliver ABC’s veteran Desperate Housewives as follows:

 

Sunday 9 p.m.

Undercover Boss (CBS)

Viewers: 13.51 million (#11), A18-49: 3.9/10 (#8t)

 

Desperate Housewives (ABC)

Viewers: 12.01 million (#15), A18-49: 3.7/ 9 (#14)

 

In season-premiere news, cycle 14 of America’s Next Top Model on The CW, which led into High Society, was on par with year-ago levels at a respectable 3.66 million viewers (#81) and a 1.6/ 5 among adults 18-49 (#62t) in the Wednesday 8-9:30 p.m. block. Four nights later, Celebrity Apprentice on NBC was on the Sunday 9-11 p.m. map with 8.27 million viewers (#33) and a 3.2/ 8 in the demo (#23).

 

In the specials department, ABC continues to milk suddenly hot The Bachelor franchise, with two-hour Jason and Molly’s Wedding a viable option at 9.30 million viewers (#25) and a 2.8/ 7 among adults 18-49 (#29t) in the Monday 8-10 p.m. block. 

 

Here are the final national ratings for the week of March 8, 2010 (with percent change versus the comparable year-ago week in parentheses), followed by the top 30 rated programs of the week and the top rated networks on basic cable.  

 
-Households:

CBS: 6.9 rating/12 share (no change), Fox: 5.5/ 9 (-14), ABC: 4.2/ 7 (-21), NBC: 4.0/ 7 (+ 3), CW: 1.2/ 2 (no change)

 
-Total Viewers:

CBS: 11.26 million (+ 1), Fox: 9.40 (-14), ABC: 6.48 (-22), NBC: 6.30 (+ 3), CW: 1.76 (- 2)

 
-Adults 18-49:

Fox: 3.4 rating/10 share (-15), CBS: 2.8/ 8 (no change), NBC: 2.1/ 6 (- 5), ABC: 2.1/ 6 (-19), CW: 0.8/ 2 (+14)

 
-Adults 25-54:

Fox: 3.9/10 (-17), CBS: 3.7/10 (no change), NBC: 2.5/ 7 (- 4), ABC: 2.5/ 7 (-19), CW: 0.7/ 2 (no change)

 
-Adults 18-34:

Fox: 2.9/10 (-17), CBS: 1.8/ 6 (no change), ABC: 1.7/ 6 (-15), NBC: 1.6/ 5 (- 6), CW: 0.9/ 3 (+12)

 
——————–
 

 Top 30 Rankings

 
-Total Viewers:

American Idol – Tuesday (Fox): 22.75, American Idol – Wednesday (Fox): 20.70, American Idol – Thursday (Fox): 19.34, NCIS (CBS): 19.58, Two and a Half Men (CBS): 17.61, NCIS: Los Angeles (CBS): 16.99, The Big Bang Theory (CBS): 16.32, The Mentalist (CBS): 16.02, CSI (CBS): 15.25, The Good Wife (CBS): 13.95, Undercover Boss (CBS): 13.51, Criminal Minds (CBS): 13.29, House (Fox): 12.81, Survivor: Heroes vs. Villains (CBS): 12.12, Desperate Housewives (ABC): 12.01, 60 Minutes (CBS): 11.98, CSI: Miami (CBS): 11.93, CSI: NY (CBS): 11.07, Grey’s Anatomy (ABC): 10.94, Cold Case (CBS): 10.23, The Amazing Race (CBS): 10.10, Rules of Engagement (CBS): 10.07, How I Met Your Mother (CBS): 10.06, Lost (ABC): 9.49, Jason and Molly’s Wedding (ABC): 9.30, Castle (ABC): 9.11, Modern Family (ABC): 9.02, 24 (Fox): 8.86, Extreme Makeover: Home Edition (ABC): 8.66, Law & Order: SVU (NBC): 8.53

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