THE PROGRAMMING INSIDER
Monday, February 28, 2011
On the Air Tonight:
Prime-Time Programming Options
TV Trivia Time:
Making a Small Screen Living
Note: The following results are based on the fast affiliate ratings (Live Plus Same Day data).
CBS: 10.38 million, NBC: 5.88, ABC: 4.75, Fox: 3.88, CW: 2.36
CBS and Fox: 1.5 rating/5 share each, ABC and NBC: 1.3/ 4 each, CW: 1.0/ 3
Note: Any prior rating results are based on the final nationals. Since the level of DVR penetration has increased from 33 percent at this same point last year to approximately 38 percent at present, the overall results may be negatively impacted.
CSI: NY (CBS), Blue Bloods (CBS)
-Friday’s Losers (excluding repeats):
As always, the night overall.
It was a Friday of split leadership. CBS finished first in total viewers (with a very respectable 10.38 million viewers), while tying Fox for No. 1 among adults 18-49, each with a modest 1.5 rating/4 share in the demo.
At 8 p.m., the Eye net’s relocated The Defenders was not half-bad in total viewers, with a dominant 8.72 million. But just a 1.2 rating/4 share among adults 18-49 (tied with NBC’s already renewed Who Do You Think You Are?) could be the kiss of cancellation. Next on CBS was CSI: NY at a first-place finish in both total viewers (10.83 million) and adults 18-49 (1.7/ 5) at 9 p.m., followed by freshman Blue Bloods at an also winning 11.58 million viewers and a 1.7/ 5 in the demo at 10 p.m. While you can’t deny viewers are watching CSI: NY, the older skew and hit CBS’ lack of time period opportunities next season does mean there may not be a renewal.
On Fox, Kitchen Nightmares with Gordon Ramsay at 8 p.m. is by no means a mass hit, with a fourth-place finish in total viewers (3.88 million). But it did win the hour in adults 18-49, with a 1.6/ 5. Relocated Fringe at 9 p.m. remained compatible, with 4.04 million viewers (#4) and a 1.5/ 5 in the demo at 9 p.m. (#2). To the fans wondering if Fringe will return next season, there are two things to keep in mind. First, the network could use a fourth season for a longer off-network run. And, secondly, nothing else would do better here. That said, I do personally think Fringe will be back.
Elsewhere, ABC’s soon-to-conclude Supernanny earned its cancellation stripes with 4.04 million viewers (#3) and a fourth-place 1.0/ 3 among adults 18-49 at 8 p.m. The reality series concludes on March 18. Lead-out Primetime: What Would You Do? perked up a bit to 4.67 million viewers (#3) and a 1.3/ 4 in the demo at 9 p.m. (#3t), followed by veteran 20/20 at 5.54 million viewers (#3) and a 1.5/ 5 among adults 18-49 (#2t) at 10 p.m.
NBC populated the evening with aforementioned Who Do You Think You Are? (Viewers: #2, 6.15 million; A18-49: #2t, 1.2/ 4 at 8 p.m.), which for a low-rated Friday could be worse, and another two-hour edition of Dateline (Viewers: 5.74 million; A18-49: 1.4/ 5 from 9-11 p.m.). And The CW aired soon-to-depart Smallville (Viewers: #5, 2.55 million; A18-49: #4t, 1.0/ 3), which bids adieu on May 13, and Supernatural (Viewers: #5, 2.17 million; A18-49: #5, 1.0/ 3). Given the compatibility to Smallville, there is every reason to believe Supernatural will move into the Friday anchor spot next season.
Source: Nielsen Media Research data (R = repeat)