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NBC can't win sweeps even with Olympics
Thu, 16 Feb 2006 11:33:04 -0500 rec.arts.tv
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from media life magazine
NBC's new big worry: Losing sweeps Nearly halfway through, it trails behind ABC By Kevin Downey February should be NBC’s month but disappointing ratings for its Olympics coverage, compounded by solid performances by its competitors, has the network in a slump. NBC is now in a distant second place behind ABC in the February sweeps, with both CBS and Fox nipping behind. And media people say its chances of winning sweeps, a given in past Olympics, seem to grow slimmer by the day. Through Monday, ABC was No. 1 in adults 18-49 with a 6.94 rating on the strength of the most-watched Super Bowl since 1996 and its increasingly powerful lineup of shows like “Desperate Housewives,” “Grey’s Anatomy,” and “Dancing With the Stars.” NBC was No. 2 with a 4.34 rating, according to the most recent numbers from Nielsen Media Research. CBS was No. 3 with a 3.86 and Fox No. 4 with a 3.77 rating. The WB had a 1.41 rating and UPN a 1.22. ABC was also No. 1 in total viewers, averaging 18.7 million in the first 12 days of the February sweeps rating period, compared to NBC’s 13.2 million. CBS averaged just under 12.3 million, while Fox’s audience was nearly 9 million, the WB's 3.3 million and UPN's 3.1 million. NBC's struggles are not all that surprising, say media researchers. “The Olympics rarely go up against original programming, and the other Lord Vader III...
networks decided to put their best products forward,” explains Jordan Breslow, director of broadcast research at MediaCom. “It has never gone up against ‘American Idol,’ and I don’t think anyone should be surprised that the older-skewing Olympics should not have any impact on ‘Idol.’ "I look at the Olympics as fallback programming" says Breslow. "It’s like, take your pick of first-run product and if there isn’t anything there, then, great, tune into NBC.” Says John Spiropoulos, vice president and group research director at MediaVest: “The problem for NBC is that they are still struggling, putting the Olympics aside. The network has not yet shown that they have hit bottom, although they said they have.” Indeed, many media buyers had predicted before the Olympics' Opening Ceremonies last Friday that NBC’s ratings would fall short of past Games. One reason, as Spiropoulos suggests, is that NBC’s faltering ratings weakened its ability to promote the Games. But also, and beyond the network's control, going into the Games, buyers sensed there were no breakout Olympics stories to capture the attention of viewers. That's turned out to be the case. “You look at the Winter Games and the biggest superstar that we had has withdrawn, Michelle Kwan, and the outspoken [skier] Bode Miller can’t get his act together," says Breslow. "There’s no real draw, there’s nothing really pulling you in.” What is surprising is how soundly NBC’s competitors are beating the Olympics in head-to-head competition. On Tuesday, for instance, both Fox’s “American Idol” and “House” beat the Olympics. Fox averaged a 9.6 adult 18-49 rating, compared to NBC’s 5.6, based on Nielsen overnights. On Sunday, ABC ranked No. 1 in the demographic, edging out NBC’s 7.2 overnight rating with a 7.7. ABC’s “Desperate” and “Grey’s” beat the Olympics at 9 p.m. and 10 p.m., respectively. The big question for NBC is whether or not it can bounce back in the next 11 nights of Olympics coverage. MediaCom’s Breslow thinks that's unlikely. If anything, he says, the Olympics will face tougher competition in original programs such as the “Dancing with the Stars” finale, “American Idol,” and programs like CBS’s “Survivor.” |