ON THURSDAY, ‘THE OFFICE’ WINS ITS HOUR IN ADULTS 18-49, TOPPING A FIRST-RUN ‘GREY’S ANATOMY’ FOR THE FIRST TIME EVER. ALSO ON THURSDAY, ‘THE MARRIAGE REF’ WINS ITS SLOT IN ADULTS 18-49 WITH NBC’S TOP NON-SPORTS RATING IN THE SLOT SINCE THE ‘ER’ FINALE. ON TUESDAY, THE DEBUT OF ‘PARENTHOOD’ WINS ITS TIME PERIOD IN ADULTS, MEN AND WOMEN 18-49 AND OTHER KEY MEASURES. ‘LAW AND ORDER: SVU’ TIES ‘CSI: NY’ FOR #1 IN ADULTS 18-49 AND IS THE FIRST TIME-PERIOD REGULAR TO MATCH AN ORIGINAL ‘CSI: NY’ IN THE WEDNESDAY 10 P.M. SLOT IN TWO YEARS.
ON FRIDAY, THE PREMIERE OF ‘WHO DO YOU THINK YOU ARE?’ TIES FOR #1 IN ITS SLOT IN ADULTS 18-49
Paced by strong ratings from a one-hour episode of “The Office,” and solid debuts from “Parenthood,” “The Marriage Ref” and “Who Do You Think You Are,” NBC averaged a 2.1 rating, 6 share in adults 18-49 and 6.4 million viewers overall for the week of March 1-7, according to in-home viewing figures from Nielsen Media Research.
Thursday’s one-hour episode of “The Office,” featuring the birth of Jim and Pam’s baby, was NBC’s top primetime program of the week in numerous key measures. In adults 18-49, “The Office” ranked #10 among all primetime programs this week. Among adults 18-34, “The Office” ranked #4, behind only ABC’s Academy Awards telecast and the Wednesday and Tuesday editions of “American Idol.”
The regular-slot debut of “The Marriage Ref” Thursday also ranked among the top 20 programs this week in primetime’s key demographic of adults 18-49 at #18. Among adults 18-34, “Marriage Ref” ranked #14 (tied). Also ranking in the top 20 this week in adults 18-34 were NBC’s Thursday comedies “Parks and Recreation” (at #18, tied) and “Community” (#20, tied).
Primetime averages for the week of March 1-7 in adults 18-49 were Fox (4.1/11), ABC (3.8/11), CBS (2.6/7), NBC (2.1/6) and CW (0.5/1). In overall total viewers the weekly averages were ABC (12.1 million), Fox (11.3 million), CBS (10.4 million), NBC (6.4 million) and CW (1.2 million).
The 28-night Nielsen February sweep concluded on Wednesday, March 3. NBC ranked #1 in the February sweep in adults 18-49, adults 25-54, adults 18-34 and total viewers. The February 2010 sweep averages in adults 18-49 were: NBC (4.6/12), CBS (3.8/10), Fox (3.7/10), ABC (2.1/6) and CW (0.7/2). In total viewers, the 28-night February sweep averages were NBC (16.7 million), CBS (13.0 million), Fox (10.1 million), ABC (6.4 million) and CW (1.6 million).
Season to date, NBC ranks #3 among the major networks in adults 18-49, adults 25-54 and total viewers, and is #2 in adults 18-34.
NBC highlights for the week of March 1-7:
* On Tuesday, the series premiere of “Parenthood” won its time period in adults, men and women 18-49 and adults, men and women 18-34, topping CBS’s “The Good Wife” and ABC’s special Oscar edition of “20/20.”
* “Parenthood” retained 94 percent of its adult 18-49 lead-in from the final half-hour of “The Biggest Loser” and also retained its full 3.1 rating from its first half-hour to its second, while competing programming on CBS and ABC declined. In adults, men and women 18-34, “Parenthood” grew from its first half-hour to its second.
* Also on Tuesday, “The Biggest Loser” grew from its first half-hour to its fourth by 14 percent in 18-49 rating and by 12 percent in total viewers, despite competition from a two-hour “American Idol” and a first-run episode of ABC’s “Lost” in its second hour. “Loser” ranked #2 in its highly competitive time period among women 18-49 and women 18-34, behind only Fox’s “American Idol.”
* On Wednesday, a two-hour “Law and Order: SVU” increased by 36 percent in adults 18-49 and 33 percent in total viewers from its first half-hour to its fourth to tie CBS’s “CSI: NY” for #1 among adults 18-49 in the 10-11 p.m. hour. That made “SVU” the first time-period regular to match an original “CSI: NY” in this slot in two years.
* “Law and Order: SVU” on Wednesday was up 42 percent in 18-49 rating and 26 percent in total viewers versus NBC’s average in its time period for the traditional 2008-09 season.
* On Thursday, a one-hour episode of “The Office,” featuring the birth of Jim and Pam’s baby, won its tough time slot in adults 18-49 and other key measures over ABC’s “Grey’s Anatomy,” CBS’s “CSI” and Fox’s “Kitchen Nightmares.” This marks the first time “The Office” has topped a first-run episode of ABC’s “Grey’s Anatomy” head-to-head in primetime’s key demographic of adults 18-49.
* Also on Thursday, the time-period premiere of “The Marriage Ref” won its hour in adults 18-49, topping first-run episodes of “The Mentalist” on CBS and “Private Practice” on ABC. “Marriage Ref” delivered NBC’s highest 18-49 rating in this time period with non-sports programming since the April 2, 2009 finale of “ER.”
* Additionally on Thursday, “Parks and Recreation” matched its season high in adults 18-49 and “Community” matched its top rating since January 14, despite competition from a special Thursday “American Idol.”
* On Friday, the premiere of “Who Do You Think You Are?” ranked #1 among the major networks in adults 18-49, tied with CBS’s “Ghost Whisperer.” This marks the first time any regular competitor in this slot has tied or beaten an original episode of “Ghost Whisperer” since November 2006. “Who Do You Think You Are?” improved on NBC’s average in this time period during the traditional 2008-09 season by 33 percent in 18-49 rating and by 55 percent in total viewers.
* Also on Friday, a two-hour “Dateline” grew from its first half-hour to its fourth by 43 percent in adults 18-49 and by 24 percent or more than 1.5 million persons in total viewers. “Dateline ranked #1 among the major networks in adults 18-49 in its second hour from 10-11 p.m.
* NBC ranked #1 in primetime Friday in adults 18-49, tied with CBS. This marks NBC’s first share of the Friday lead, excluding Olympic nights, since December 11 and NBC’s highest-rated non-Olympic Friday since January 8.
* On Saturday, an encore telecast of “Law and Order: SVU” tied for #1 among the major networks in adults 18-49 and ranked #1 outright in adults 18-34 and other measures. This marked the fifth consecutive night NBC ranked #1 or tied for #1 in adults 18-49 in the 10 p.m. hour.
Ratings reflect “live plus same day” data unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”
Additional NBC highlights for the week of March 1-7:
On Monday, March 1 from 8-9 p.m. ET, “Chuck” averaged a 2.4 rating, 6 share in adults 18-49 and 6.7 million viewers overall in a time slot that included competition from ABC’s “Bachelor” finale, CBS’s comedies and Fox’s “House” encore. Versus its most recent telecast, “Chuck” was up 9 percent in 18-49 rating (2.4 vs. 2.2).
Monday from 9-11 p.m. ET, a two-hour edition of “Law and Order” averaged a 2.0/5 in adults 18-49 and 7.8 million viewers overall in a time period that included competition from CBS’s “Two and a Half Men,” “Big Bang Theory” and “CSI: Miami,” ABC’s “Bachelor” finale and Fox’s “24.” From its first half-hour to its fourth, “Law and Order” increased by 22 percent in 18-49 rating (to a 2.2 from a 1.8) and by 15 percent or more than 1.0 million persons in total viewers (to 8.1 million from 7.1 million).
On Tuesday, March 2 from 8-10 p.m. ET, “The Biggest Loser: Couples” (3.2/8 in adults 18-49, 8.3 million viewers overall) ranked #2 in its highly competitive time period among women 18-34 and women 18-49, behind only Fox’s “American Idol.”
Despite competition from a two-hour “American Idol” and a first-run episode of ABC’s “Lost” in its second hour, “Loser” grew from its first half-hour to its fourth by 14 percent in 18-49 rating (to a 3.3 from a 2.9) and by 12 percent in total viewers (to 8.8 million from 7.9 million).
Tuesday from 10-11 p.m. ET, the series premiere of “Parenthood” (3.1/9 in 18-49, 8.1 million viewers overall) won its time period in adults, men and women 18-49 and adults, men and women 18-34, topping “The Good Wife” on CBS and a special Oscar edition of “20/20” on ABC.
“Parenthood” retained 94 percent of its 18-49 lead-in from the final half-hour of “The Biggest Loser” (a 3.3 from 9:30-10 p.m.). “Parenthood” also retained its full 3.1 rating from its first half-hour to its second, while competing programming on CBS and ABC declined half-hour to half-hour. In adults, men and women 18-34, “Parenthood” grew from its first half-hour to its second.
On Wednesday, March 3 from 8-9 p.m. ET, “Mercy” (1.6/4 in adults 18-49, 6.0 million viewers overall) ranked #2 among the major networks in the slot in women 25-54, behind only “American Idol.” “Mercy” generated healthy increases from half-hour to half-hour in all key adult-female demos, gaining 7 percent in women 25-54 (to a 2.9 from a 2.7), 11 percent in women 18-49 (2.1 vs. 1.9) and 25 percent in women 18-34 (1.5 vs. 1.2).
Wednesday from 9-11 p.m. ET, a two-hour “Law and Order: Special Victims Unit” (2.7/7 in 18-49, 8.1 million viewers overall) locked up its top 18-49 rating since January 6 in an intensely competitive time period with Fox’s “American Idol,” ABC’s “Modern Family” and “Cougar Town” and CBS’s “Criminal Minds” and “CSI: NY.”
From its first half-hour to its fourth, “SVU” increased by 36 percent in 18-49 rating (to a 3.0/8 from a 2.2/6) and by 33 percent or 2.3 million persons in total viewers (to 9.1 million from 6.8 million).
From 10-11 p.m. ET, “Law and Order: SVU” tied “CSI: NY” for the time-period win in adults 18-49 (with a 3.0 rating for each in the hour), the first time-period regular to match an original “CSI: NY” in this slot in two years (since February 6, 2008, “Law and Order”).
“Law and Order: SVU” was up 42 percent in 18-49 rating versus NBC’s average in this time period for the traditional 2008-09 season (2.7 vs. 1.9). In total viewers, “SVU” was up 26 percent or 1.7 million persons versus NBC’s average in the slot for the 2008-09 regular season (8.1 million vs. 6.4 million).
On Thursday, March 4, from 8-8:30 p.m., “Community” (2.3/7 in 18-49, 5.0 million viewers overall) matched its top 18-49 rating since January 14, despite head-to-head competition from a special Thursday “American Idol.” In the time period, “Community” ranked #2 in adults and men 18-34, behind only “Idol.”
From 8:30-9 p.m. ET, “Parks and Recreation” (2.3/6 in 18-49, 4.6 million viewers overall) matched its season high in adults 18-49, despite the “Idol” competition. “Parks” retained 100 percent of its 18-49 lead-in and has now retained 95 percent or more of its lead-in with 16 of 17 original telecasts this season. “Parks” ranked #2 in its slot in adults and men 18-34, behind only “American Idol.”
Thursday from 9-10 p.m. ET, a one-hour episode of “The Office” (4.7/12 in adults 18-49, 9.0 million viewers overall), featuring the birth of Jim and Pam’s baby, won its tough time slot in adults 18-49 over ABC’s “Grey’s Anatomy,” CBS’s “CSI” and Fox’s “Kitchen Nightmares.” This marks the first time that “The Office” has topped a first-run episode of ABC’s “Grey’s Anatomy” head-to-heard in primetime’s key demographic of adults 18-49. “The Office” also won its highly competitive hour in adults 18-34 and all key adult male demos – men 18-34, 18-49 and 25-54. “The Office” was the #2 show on television Thursday night in adults 18-49, second only to Fox’s special Thursday “American Idol.”
This marks the top-rated telecast of “The Office” in both adults 18-49 and total viewers since the October 8, 2009 wedding episode.
Thursday at 10 p.m. ET, the regular time-period premiere of “The Marriage Ref” (3.4/10 in 18-49, 7.7 million viewers overall) ranked #1 for the hour in adults 18-49, topping first-run episodes of “The Mentalist” on CBS and “Private Practice” on ABC. “Marriage Ref” also won the hour in adults 18-34 and men 18-34 and 18-49. “Marriage Ref” delivered NBC’s highest 18-49 rating in this time period with non-sports programming since the April 2, 2009 finale of “ER.”
On Friday, March 5, from 8-9 p.m. ET, the premiere of “Who Do You Think You Are?” (1.6/6 in adults 18-49, 6.9 million viewers overall) ranked #1 (tied) among the major networks in adults 18-49, tied with CBS’s “Ghost Whisperer.” This marks the first time any regular competitor in this slot has tied or beaten an original episode of “Ghost Whisperer” in 18-49 since November 17, 2006. “Who Do You Think You Are?” also ranked #1 or tied for #1 in the slot in adults and women 18-34, men 18-49 and men 25-54.
“Who Do You Think You Are?” improved on NBC’s average in this time period during the traditional 2008-09 season by 33 percent in 18-49 rating (1.6 vs. 1.2) and by 55 percent in total viewers (6.9 million vs. 4.5 million).
Friday from 9-11 p.m. ET, “Dateline NBC” (1.7/6 in 18-49, 7.1 million viewers overall) reported its highest Friday 18-49 rating since January 8. “Dateline” finished #2 among the major networks in the time period in adults 18-49, adults 25-54 and total viewers.
From its first half-hour to its fourth, “Dateline” increased by 43 percent in adults 18-49 (to a 2.0/7 from a 1.4/5) and by 24 percent or more than 1.5 million persons in total viewers (to 8.0 million from 6.4 million). For its second hour from 10-11 p.m., “Dateline” ranked #1 in adults 18-49 and other key measures, marking the fourth consecutive night that NBC ranked #1 or tied for #1 in adults 18-49 for the 10 p.m. hour.
In head-to-head competition from 9-11 p.m. ET, “Dateline” topped ABC’s rival news program “20/20” in nearly all key ratings categories, including adults 18-34, adults 18-49, adults 25-54 and total viewers.
NBC ranked #1 in adults 18-49 on Friday night, tied with CBS. This marks NBC’s first share of the Friday lead, excluding Olympic nights, since December 11 and NBC’s highest-rated non-Olympic Friday since January 8.
On Saturday, March 6, from 8-9 p.m. ET, an encore telecast of “Parenthood” (0.8/3 in 18-49, 3.3 million viewers overall) scored NBC’s top non-sports results in this time period in both 18-49 and total viewers since December 12. From its first half-hour to its second, “Parenthood” increased by 29 percent in adults 18-49 (to a 0.9 from a 0.7) and by 33 percent among women 18-49 (to a 1.2 from a 0.9). In the time period, “Parenthood” ranked #2 or tied for #2 among the major networks in adults, men and women 18-34.
Saturday from 9-10 p.m. ET, a rebroadcast of “Law and Order” (1.0/3 in 18-49, 4.8 million viewers overall) scored NBC’s highest non-sports 18-49 rating in this slot since December 12 and NBC’s biggest overall audience in the hour, excluding sports, since November 7.
Saturday from 10-11 p.m. ET, an encore telecast of “Law and Order: Special Victims Unit” (1.4/5 in 18-49, 5.3 million viewers overall) tied for #1 among the major networks in adults 18-49 and ranked #1 outright in adults and women 18-34 and men 18-49. This marked the fifth consecutive night that NBC ranked #1 or tied for #1 in adults 18-49 in the 10 p.m. hour.
On Sunday, March 7, from 7-8:30 p.m. ET, an encore telecast of “Dateline NBC” averaged a 1.3/4 in 18-49 and 5.8 million viewers overall. In the 7-8 p.m. hour, “Dateline” ranked #2 among the major networks, behind only the Barbara Walters pre-Oscars special, in adults 18-49, adults 18-34, adults 25-54 and other key measures.
Sunday from 8:30-11 p.m. ET, NBC’s telecast of the 2003 feature film “Bad Boys II” averaged a 1.1/3 in 18-49 and 3.1 million viewers overall opposite the Academy Awards telecast on ABC. From its first half-hour to its fifth, the movie increased by 63 percent in 18-49 rating (to a 1.3 from a 0.8) and by 30 percent in total viewers (to 3.3 million from 2.6 million).
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WEEKLY AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
Fox 4.1/11, 5.3 million
ABC 3.8/11, 5.0 million
CBS 2.6/7, 3.4 million
NBC 2.1/6, 2.8 million
CW 0.5/1, 078 million
Each rating point equals 1.32 million viewers
ADULTS 25-54
Fox 4.6/12, 5.7 million
ABC 4.4/11, 5.5 million
CBS 3.5/9, 4.3 million
NBC 2.5/6, 3.1 million
CW 0.5/1, 0.6 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
ABC 4.1/11, 12.1 million
Fox 3.9/10, 11.3 million
CBS 3.6/9, 10.4 million
NBC 2.2/6, 6.4 million
CW 0.4/1, 1.2 million
Each rating point equals 2.92 million viewers
2009-10 SEASON AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
Fox 3.7/10, 4.9 million
CBS 3.3/9, 4.3 million
NBC 2.9/8, 3.9 million
ABC 2.7/7, 3.6 million
CW 0.9/2, 1.2 million
Each rating point equals 1.32 million viewers
ADULTS 25-54
CBS 4.2/10, 5.2 million
Fox 4.1/10, 5.1 million
NBC 3.5/8, 4.3 million
ABC 3.3/8, 4.1 million
CW 0.9/2, 1.1 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
CBS 4.2/10, 12.1 million
Fox 3.5/9, 10.1 million
NBC 3.1/8, 9.1 million
ABC 3.0/8, 8.7 million
CW 0.7/2, 2.0 million
Each rating point equals 2.92 million viewers
(source: information provided by NBC)
