After 8 weeks of the 2008-9 broadcast prime-time season (through November 16), all the major English broadcast networks continue to be down across the board vs. last season, but compared to last week, the year over year averages have improved in a number of areas suggesting that the season to season declines might be stabilizing.
In the advertising important adults 18-49 demo, CBS seasonal comparisons improved from -6.7% to -6.0%, ABC improved from -15% to -14.3%, NBC improved from -11% to -10.6%, although Fox and the CW continued sliding vs. last season. Does that suggest a bounce back vs. last season or just a pause in the declines? We’ll have to wait for future weeks results to figure that out.
Regardless, my guess is that CBS, CW and ABC will begin to see some improvement vs. last season in early 2009 when prior year comparisons to the strike damaged portion of the 2007-8 season get a lot easier. NBC may be another matter, their results last season actually improved on a relative basis during the strike, but they have the Super Bowl this year, which will also lead to a huge spike in their averages making comparisons tricky.
Univision is up across the board vs. last season as is MyNetworkTV (MNT). They’re up drastically over last season, thanks mainly to the addition of Friday Night Smackdown!. Note just their numbers, because their bars are truncated. The scale for the other networks would be useless if I adjusted the scale for them.
Our chart shows broadcast network prime-time season to date average prime-time viewership for the 2008-9 season compared to the 2007-8 season. Click the image for a full sized chart.
Nielsen TV Ratings Data: ©2008 The Nielsen Company. All Rights Reserved.
I have a question about ratings and whether or not the networks seriously track next-day download purchases from sites like iT or Unbx. Seems they are starting to pay attention to streaming viewership from their own sites, but I wonder how much they watch who is paying $2 to watch an episode.
Serious question — I know I am but one voice, but I buy my eps for some shows that are “on the bubble” and I wonder if it may be better for demos if I watch them from the broadcasters’ sites instead (I no longer have a tv or cable — made the move to 100% internet and love it).
I can put up with a few commercials and some lesser quality if the studios pay more attention to online streaming than online pay-per-download.
Thanks!
Shannon
Shannon,
Me too! With shows being on the internet and bittorrent, i dont know why u would pay money for cable tv or sit down to watch it live. Its boring and aggravating to watch live tv, plus with it all available on the internet u can watch whatever u want whenever u want not just american tv, but international shows as well.
Shannon, James, Networks pay some attention to internet streaming and iTunes/UnBox downloads, but the relative amount of money compared to traditional TV advertising is so tiny that they don’t pay much attention. That may change someday, but that day isn’t today.
How does HULU count towards ratings. I use it now to watch some programming, and once tv goes digital, i’ll be without over-the-air, making online viewing my only option.
Will Nielson subsidize the neilson families so they can convert or will they change who they base the ratings on?
Inquiring minds want to know.
Fakeem, see Bill’s comments above yours.