CBS Takes a Hit in Premiere Week Ratings

Strategic Insights -

ABC and NBC had an outstanding opening week, edging out CBS for the first time since 1979, while Fox posted gains in the younger demographic. The disappointing early ratings have added to the pressure on CBS executives, who are already dealing with rumors of a potential sale.

Key Takeaways:

  • CBS lost the overall ratings to ABC and NBC in the premiere week, a first since 1979.
  • ABC won the week in every important category, with a 12.6 rating and an 11% increase in ratings among 18-to-49-year-old viewers.
  • NBC showed the most improvement of any network, jumping to a 12.4 rating from an 11.2 in the first week of the 1993-94 season, and was up 6% among younger viewers.
  • Fox improved to a 7.5 rating from a 7.2 a year ago, up 10% among younger viewers.
  • CBS finished with an 11.6 rating, down from a 13.5 rating last year, and tumbled 24% in the 18 to 49 age group.
  • David F. Poltrack, CBS's executive vice president of research, attributed the dip to strong performances by movies on NBC and ABC, as well as an especially close Monday night NFL game on ABC.
  • ABC's president, Ted Harbert, allowed himself "10 seconds of pure joy" after the first week's performance, while NBC's president, Warren Littlefield, said, "If we keep this up, we'll have to add staff to count the money."

Statistics:

  • ABC won the week with a 12.6 rating, up from a 12.3 in the comparable week a year ago.
  • One rating point is equivalent to 954,000 households.
  • NBC's improvement was from an 11.2 rating in the first week of the 1993-94 season to a 12.4 rating this year.
  • Fox improved to a 7.5 rating from a 7.2 a year ago.
  • CBS's rating was down 24% among viewers in the 18 to 49 age group.

Sources:

  • "Networks and TV Ads" by a New York-based magazine, no date provided
  • CBS, no date provided
  • ABC Entertainment, no date provided
  • NBC Entertainment, no date provided