ABC’s evening broadcast, “World News Tonight with David Muir,” took its first-ever win for a full year in the all-important C3 Nielsen ad ratings, ABC revealed on Monday.
The NY Post reports Muir beat “NBC Nightly News” — anchored by both Brian Williams and Lester Holt over the past 12 months — by a hair in the key category of C3 adults 25 to 54 years old.
C3 is a measure of the commercials watched both live and three days DVR playback and is the metric under which much of primetime advertising is bought and sold.
Muir notched 1.972 million viewers in the category, while NBC came in at 1.967 million for the year through Sept. 20.
ABC network is about to start an ad campaign touting its win. ABC insiders claim that the show’s ad revenue is up 11 percent year on year.
The 41-year-old Muir is in an all-out dog-fight with Holt, who draws the most total viewers each evening.
Muir started out strong but drifted off somewhat, news analyst Andrew Tyndall said. And his broadcast has reinvented the newscast by focusing on strong video visuals versus coverage of abstract foreign policy, he added.
“Considering what’s happening in prime time, the numbers in total viewers for news are enormous,” Tyndall said.
Lester Holt, 56, however, has held his own since NBC named him permanent anchor after predecessor Brian Williams was caught lying about his war coverage. Holt has been No. 1 in the C3 ratings since June 22, NBC News said.
I can't believe people still watch this stuff! It is so 1950! I thought TV was trying to be young & hip?
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