New Broadcast TV Season: Same Ratings Declines

After two weeks of the new season, traditional broadcast TV network viewership metrics are following similar results from a year ago — with double-digit-percentage declines.

But the addition of  time-shifted viewing is expected to offer a better picture, according to MediaPost.

Looking at the time period from September 25 through October 8, NBC led in key 18-49 viewers for Nielsen live-program ratings-plus-same day of time-shifted viewing -- averaging a 2.0 rating/8 share, down 17% from the same two-week period a year before.

CBS was next at 1.7/7 (losing 11%) followed by ABC at 1.3/5 (dipping 13%), Fox at 1.2/5 (down 14%), and The CW at 0.2/1 (off 33%).

Total viewership declines fared a bit better.

CBS led in this area, with 9.1 million total average prime-time viewers -- down 8%, followed by NBC at 7.6 million (losing 10%); ABC with 5.6 million (falling 8%); Fox with 3.8 million (down 9%); and The CW at 958,000 (off 13%).

NBC also led among 25-54 viewers with 2.5/8 (down 17%), followed by CBS at 2.3/7 (losing 12%); ABC with 1.7/5 (down 11%); Fox at 1.5/5 (back 12%); and CW with 0.3/1 (no change).

Network executives believe that analyzing a broader picture of time-shifted viewing through three, seven, 14 or 30 days will continue to show much better comparisons.