CBS Wins Thursday Overnights; Fox the Network to Beat in Adults 18-49

Friday, March 12, 2010
Prime-Time Metered Market Thursday Ratings:

CBS Wins; Fox Poised for Victory Among Adults 18-49

Ratings Box:
What’s Hot/What’s Not

On the Air This Weekend:
Prime-Time Programming Options 

TV Tidbits:
Notes of Interest

Executive Shuffle

TV Trivia Time:

The Rich Clampetts


CBS Wins; Fox Poised for Victory Among Adults 18-49

Thursday 3/11/10


CBS    9.3/15
Fox     9.0/14
ABC   5.9/ 9
NBC   4.5/ 7
CW     1.1/ 2

-Percent Change From the Year-Ago Evening (Thursday, March 12, 2009):

Fox: +70, CBS: +12, ABC and NBC: – 8 each, CW: -50

-Yesterday’s Winners:

American Idol (Fox), Survivor: Heroes vs, Villains (CBS), CSI (CBS), Grey’s Anatomy (ABC), The Office (NBC), The Mentalist (CBS)

-Yesterday’s Losers (excluding repeats):

Community (NBC), Parks and Recreation (NBC), Kitchen Nightmares (Fox)

-Ratings Breakdown:

Fox is poised for victory among adults 18-49, no doubt, care of the live American Idol results show. But CBS finished first overall for the evening in the overnights, beating Fox by three-tenths of a rating point. In the distant No. 3 spot was ABC, followed by NBC and The CW.


Fox’s American Idol was the top-rated show for the night, of course, with a hefty 13.0 rating/20 share from 8-9 p.m. The next four to be sent packing were Katelyn Epperly, Lilly Scott, Todrick Hall and Alex Lambert. Kitchen Nightmares, which is not necessarily capitalizing on the lead-in support, dipped to a fourth-place 5.1/ 8 in the overnights at 9 p.m. Retention out of the 8:30 p.m. portion of American Idol (13.8/21) was only 37 percent. No wonder Gordon Ramsay is so bitter!


Second at 8 p.m. was CBS’ Survivor: Heroes vs. Villains at a very comfortable 7.8/12. If the heroes are struggling like they are, why leave an injured contestant in the game and vote out someone who is still strong? CBS moved into the overnight winners circle at 9 p.m. care of deteriorating but still dominant CSI at a 9.6/15. That led into The Mentalist at a very winning 10.8/18 at 10 p.m., but the race for time period victory among adults 18-49 could be close. The Mentalist, no doubt, is being considered for the Thursday 9 p.m. hour next season, which if moved will probably lead into CSI at 10 p.m. More on that when the networks announce their fall 2010 schedules in May.


ABC, which will return former Thursday 8 p.m. anchor FlashForward into the time period next week, kicked-off the evening with a repeat of Grey’s Anatomy at a fourth-place 3.4/ 8. That led into Grey’s Anatomy at a second-place 8.5/13 in the overnights at 9 p.m., followed by spin-off Private Practice at a second-place 5.9/10 at 10 p.m. Grey’s Anatomy is still expected to win the 9 p.m. hour among adults 18-49, but Private Practice has lost steam opposite NBC’s recently introduced The Marriage Ref.


On that note, week two of The Marriage Ref on Thursday remained an improvement over recent occupant The Jay Leno Show, with a 5.0/ 8 in the overnights. While that did finish third in the time period in the overnights, it did build from lead-in 30 Rock (#4: 4.4/ 7 at 9:30 p.m.) by 14 percent, and it could ultimately challenge the competitors for time period dominance among adults 18-49. Don’t forget to head to PIFeedback by approximately 10 p.m. for the fast affiliate results.


Earlier in the evening on NBC were sitcoms Community (#3: 3.5/ 6), Parks and Recreation (#3t: 3.4/ 5) and The Office (#3: 5.8/ 9) from 8-9:30 p.m. While one reader did remind me that already renewed Community does normally generate some interest among adults 18-49 (2.3/ 7 in the demo last week), based on the overnights this is indeed a “loser.” The Office, however, deserves accolades for building by 71 percent out of Parks and Recreation.