CBS Wins Thursday; Respectable Return for ABC’s FlashForward

Friday, March 19, 2010
 
Prime-Time Metered Market Thursday Ratings:

CBS Wins; Respectable Return for ABC’s FlashForward

 
Ratings Box:
What’s Hot/What’s Not
 

On the Air This Weekend:
Prime-Time Programming Options 

 
TV Tidbits:
Notes of Interest
 
TV Trivia Time:
An Odd Habit
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CBS Wins; Respectable Return for ABC’s FlashForward

  
Thursday 3/18/10
 

              HH
          Rtg/Shr

CBS    6.7/11
NBC   5.0/ 8
ABC   4.4/ 7
Fox     3.7/ 6
CW     1.1/ 2
 
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-Percent Change From the Year-Ago Evening (Thursday, March 19, 2009):

CBS: + 3, NBC: + 2, Fox: -31, ABC: -38, CW: -52

     
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-Yesterday’s Winners:
The Office (NBC), The Marriage Ref (NBC)
 
-Up From One Year Earlier:
2010 NCAA Basketball: First Round – Day 1 (CBS)
 
-Still a Viable Option:
FlashForward (ABC)
 
-Yesterday’s Losers (excluding repeats):
Community (NBC), Parks and Recreation (NBC)
 
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-Ratings Breakdown:

CBS led this third Thursday in March care of 2010 NCAA Basketball: First Round – Day 1 at an estimated 6.7 rating/11 share in the overnights for the prime-time (8-11 p.m.) portion. Comparably, this was an increase of three percent from the 6.5/11 for the first round, day one on March 19, 2009 (but down considerably from the regularly scheduled combination of Survivor, CSI and The Mentalist). Nationally, that performance translated into 8.57 million viewers, with a 3.1 rating/9 share among adults 18-49.

 

Here is the half-hour breakdown:

 

2010 NCAA Basketball: First Round – Day 1

8:00 p.m.: 5.6/10 (#1)

8:30 p.m.: 6.3/11 (#1)

9:00 p.m.: 7.2/12 (#1)

9:30 p.m.: 7.6/12 (#1)

10:00 p.m.: 7.5/12 (#1)

10:30 p.m.: 6.3/11 (#1)

 

In return series news, two episodes of ABC’s FlashForward averaged a respectable 5.1/ 8 in the overnights from 8-10 p.m., with the half-hour breakdown as follows:

 

FlashForward (ABC)

8:00 p.m.: 5.4/ 9 (#2)

8:30 p.m.: 4.9/ 8 (#2)

9:00 p.m.: 5.1/ 8 (#3)

9:30 p.m.: 4.9/ 8 (#2t)

 

Comparatively, the good news for FlashForward was overnight growth from the last original episode (4.5/ 7 on Dec. 3, 2009) of 13 percent. But compared to the highly promoted series-opener on Sept. 24, 2009 (7.6/13), this was a loss of 33 percent. 

 

A repeat of Private Practice closed the night for ABC with a last-place 3.1/ 5 at 10 p.m.

 

NBC, as always, got off to a lackluster Thursday start as a result of sitcoms Community (#4: 3.7/ 6) and Parks and Recreation (#4: 3.6/ 6) from 8-9 p.m. But The Office perked up to a second-place 5.9/ 9 in the overnights at 9 p.m., which should be more than enough to win the time period among adults 18-49. Next on NBC was 30 Rock (#2t: 4.9/ 8 at 9:30 p.m.), followed by week three of The Marriage Ref at a second-place 5.8/10 at 10 p.m. Minus CBS’ The Mentalist in the competitive mix, The Marriage Ref increased by 16 percent from its week-ago overnight average (5.0/ 8 on March 11), while building by 18 percent from lead-in 30 Rock. While I personally was apprehensive about anything that involves Jerry Seinfeld, The Marriage Ref is actually a hoot. Definitely give it a shot.

 

Fox populated the evening with repeats of Bones (#3: 4.4/ 7) and Fringe (#4: 3.0/ 5), while The CW also traveled the repeat route with The Vampire Diaries (#5: 1.2/ 2) and Supernatural (#5: 1.1/ 2) from 8-10 p.m. And there you have it…that’s Thursday.

 
Source: Nielsen Media Research data (R = repeat)
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Ratings Box:

 
-Above Average Destination Truth:

Season three of Syfy’s Destination Truth kicked-off on Wednesday at 10 p.m. ET with a series-high in adults 25-54 (1.4 million), and its strongest opener to-date in total viewers (2.2 million) and adults 18-49 (1.3 million). Overall, Destination Truth finished second for the entire day on basic cable among adults 25-54.

 
-Parenthood – Week Three:

Week three of NBC drama Parenthood, based on the Ron Howard theatrical, lost more steam, with 5.83 million viewers and a 2.3 rating/7 share among adults 18-49 in the Tuesday 10 p.m. hour. But that still managed to finish second in the time period (behind CBS’ The Good Wife and ahead of a FlashForward clips show on ABC), and the retention out of lead-in The Biggest Loser (Viewers: 7.34 million; A18-49: 2.8/ 8) was adequate at 79 percent in total viewers and 82 percent in the demo. Stay tuned.