March Madness Leads CBS to Weekend Victory


THE PROGRAMMING INSIDER

Monday, March 22, 2010

 
Primetime Ratings:

Weekend Highlights

 

Ratings Box:

What’s Hot/What’s Not
 

On the Air Tonight:

Prime-Time Programming Options

 

TV Tidbits:

Notes of Interest  
 

TV Trivia Time:

Mayberry – My Home Town  

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Prime-Time Ratings:

Weekend Highlights

 
Friday 3/19/10

Note: The following results are based on the fast affiliate ratings (Live Plus Same Day data).  

 

              HH
          Rtg/Shr

CBS   5.1/ 9

NBC 5.1/ 9
ABC   3.3/ 6
Fox     2.2/ 4
CW    1.1/ 2
 

-Total Viewers:

CBS: 9.60 million, NBC: 6.79, ABC: 5.08, Fox: 4.05, CW: 1.16

 

-Adults 18-49:

CBS: 3.4 rating/11 share, NBC and Fox: 1.5/ 5 each, ABC: 1.0/ 3, CW: 0.5/ 2

 
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Note: Any prior rating results are based on the final nationals. Since the level of DVR penetration has increased from 30 percent at this same point last year to approximately 36 percent at present, the overall results may be negatively impacted.

 
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-Friday’s Winners:

2010 NCAA Basketball – First Round, Day 2 (CBS)
 
-Honorable Mention:
Who Do You Think You Are? (NBC)
 

-Friday’s Losers (excluding repeats):
Thin Ice (ABC), 20/20 (ABC)

 
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-Ratings Breakdown:

2010 NCAA Basketball – First Round, Day 2 led CBS to an easy Friday victory, with an approximate 9.60 million viewers and a 3.4 rating/11 share for the prime-time (8-11 p.m.) portion. Comparably, the year-ago Friday match-ups rated lower at 8.40 million viewers and a 3.0/10 in the demo, based on the final nationals.

 
Here is half-hour breakdown:
 

2010 NCAA Basketball: First Round – Day 1

8:00 p.m. – Viewers: 8.22 million (#1), A18-49: 2.8/11 (#1)

8:30 p.m. – Viewers: 9.28 million (#2), A18-49: 3.2/11 (#1)

9:00 p.m. – Viewers: 11.10 million (#1), A18-49: 3.8/13 (#1)

9:30 p.m. – Viewers: 11.07 million (#1), A18-49: 3.9/13 (#1)

10:00 p.m. – Viewers: 9.31 million (#1), A18-49: 3.4/11 (#1)

10:30 p.m. – Viewers: 8.61 million (#1), A18-49: 3.1/10 (#1)

 

Keep in mind that results for any live sporting event are always approximate.

 

Over at NBC, week three of non-scripted Who Do You Think You Are? looks like a keeper, with a consistent 7.14 million viewers and a 1.7/ 7 among adults 18-49, which was second in both categories from 8-9 p.m. For the Friday anchor position, consider this a respectable performance. Next on NBC was a two-hour edition of Dateline, which averaged 6.62 million viewers and a 1.4/ 5 among adults 18-49 from 9-11 p.m. Take a look at the half-hour breakdown:

 
Dateline (NBC)

9:00 p.m. – Viewers: 6.33 million (#2), A18-49: 1.3/ 4 (#3)

9:30 p.m. – Viewers: 6.19 million (#2), A18-49: 1.3/ 4 (#3)

10:00 p.m. – Viewers: 6.71 million (#2), A18-49: 1.5/ 5 (#2)

10:30 p.m. – Viewers: 7.24 million (#2), A18-49: 1.7/ 5 (#2)

 

ABC opened the evening with low-rated 8 p.m. special Thin Ice (Viewers: #3, 4.06 million; A18-49: #4, 0.6/ 2), followed by two-hours of 20/20 at an average 5.60 million viewers and a 1.2/ 4 among adults 18-49 from 9-11 p.m. Here is the half-hour breakdown for 20/20:

20/20 (ABC)

9:00 p.m. – Viewers: 4.59 million (#3), A18-49: 0.8/ 3 (#4)

9:30 p.m. – Viewers: 5.17 million (#3), A18-49: 1.0/ 3 (#4)

10:00 p.m. – Viewers: 6.13 million (#3), A18-49: 1.4/ 5 (#3)

10:30 p.m. – Viewers: 6.50 million (#3), A18-49: 1.5/ 5 (#3)

 

In the battle of the newsmagazines, NBC’s Dateline was victorious.

 

Fox populated this third Friday in March with a repeat of House (Viewers: #4, 3.73 million; A18-49: #3, 1.2/ 4) and just renewed Kitchen Nightmares (Viewers: #4, 4.38 million; A18-49: #4, 1.9/ 6), which deserves positive mention for building out of the House encore. And The CW aired repeats of America’s Next Top Model (Viewers: #5, 1.33 million; A18-49: #3, 0.5/ 2 from 8-9:30 p.m.) and flop extraordinaire High Society (Viewers: #5, 633,000; A18-49: 0.3/ 1 at 9:30 p.m.).