Modest Start for NBC’s Parenthood

Wednesday, March 3, 2010
Fox Wins; Modest Start for NBC’s Parenthood

National Ratings in Prime-Time:

Week of February 22, 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:
Hello, Mum
Prime-Time Metered Market Tuesday Ratings:
Fox Wins; Modest Start for NBC’s Parenthood
Tuesday 3/02/10

Note: Cincinnati, Orlando and Portland are excluded from the following averages.



Fox   14.8/22
CBS 10.5/16
NBC   5.6/ 9
ABC   4.6/ 7
CW     0.5/ 1

-Percent Change From the Year-Ago Evening (Tuesday, March 3, 2009):

CBS: +30, ABC and Fox: + 7 each, NBC: + 6, CW: -55

-Yesterday’s Winners:
American Idol (Fox), NCIS (CBS), NCIS: Los Angeles (CBS), Lost (ABC), The Good Wife (CBS)


Parenthood (NBC)


-Yesterday’s Losers (excluding repeats):

20/20: Before They Were Famous (ABC)


-Ratings Breakdown:

Fox led the Tuesday overnight troops care of American Idol, but there was plenty of room for significant second-place CBS. Third overall was NBC, which featured the series-premiere of highly promoted family drama Parenthood, followed by ABC and another Tuesday of repeats on The CW.


Beginning with Fox, a two-hour edition of American Idol featuring the male performers was on the dominant map with a 14.8 rating/22 share in the overnights from 8-10 p.m. Take a look at the half-hour breakdown:


American Idol (Fox)

8:30 p.m.: 15.2/22 (#1)

9:00 p.m.: 14.9/22 (#1)

9:30 p.m.: 15.0/22 (#1)


My two picks to bid adieu tomorrow: John Park and Jermaine Sellers.


CBS scored another rock solid Tuesday with its combination of NCIS (#2: 12.3/19), spin-off NCIS: Los Angeles (#2: 9.8/14) and The Good Wife (#2: 9.5/16), which outdelivered the series-premiere of NBC’s Parenthood (#2: 5.4/ 9) by a hefty 80 percent in the overnights. Comparably, Parenthood opened at similar levels to a repeat of Law & order: SVU on the year-ago evening (5.2/ 9 on March 2, 2009), with retention out of the 9:30 p.m. portion of lead-in The Biggest Loser (6.1/ 9) of 89 percent. It also built from the final Tuesday performance of former occupant The Jay Leno Show (4.2/ 7 on February 9) by 29 percent. While the retention certainly sounds good, chances are the percentage will be significantly lower among key adults 18-49. Given the ample promotion on The Winter Olympics, this is a disappointing start for Parenthood.


Earlier in the evening on NBC was young adult-driven The Biggest Loser at a 5.7/ 8 from 8-10 p.m., with the half-hour breakdown as follows:


The Biggest Loser (NBC)

8:00 p.m.: 5.4/ 8 (#3)

8:30 p.m.: 5.5/ 8 (#3)

9:00 p.m.: 5.8/ 8 (#4)

9:30 p.m.: 6.1/ 9 (#4)


Over at ABC, Lost finished third at 9 p.m., with a respectable 6.8/10 in the overnights, but that should be enough to take the hour among adults 18-49 (hence the “winners” listing). But 10 p.m. special 20/20: Before They Were Famous finished third, with a 4.1/ 7. Earlier in the evening on ABC was a repeat of Lost at a fourth-place 3.1/ 5 at 8 p.m. If Lost continues to confuse you, the advantage of watching the 8 p.m. encore is the pop-up commentary.


Last, and very least, were repeats of The CW’s 90210 (0.6/ 1) and Melrose Place (0.5/ 1), which return with original episodes next Tuesday.


Source: Nielsen Media Research data (R = repeat)


National Ratings in Prime-Time:

Week of February 22, 2010

Dominant NBC stood well above the competition, of course, care of the second (and final) week of The Vancouver Olympic Winter Games, which held an ample advantage over second-place Fox. Particularly beneficial for NBC was the half-hour series premiere/preview of The Marriage Ref, which led out of The Winter Olympic Closing Ceremony on Sunday with 14.45 million viewers (#13) and a 4.9 rating/14 share among adults 18-49 (#11) at 10:30 p.m. Let’s see what happens tomorrow when The Marriage Ref kicks-off in its regularly scheduled Thursday 10 p.m. time period (out of a one-hour episode of The Office and opposite ABC’s Private Practice and CBS’ The Mentalist). Needless to say, it will likely come in well below its Sunday preview.