While media agencies continue to say that the sweeps are outdated, there is a belief--after the end of the November sweeps--among agency executives that ABC is the network with the greatest momentum. And this perception should help the network continue to bring in the highest-priced scatter ad dollars as the season continues.
ABC not only tied CBS for a November sweeps victory in the adults 18-49 demo ratings race (with a 4.4), producing its highest rating during any sweeps since February 2001, but also won the 18-34 race (3.6) and managed to improve its nightly lead-in ratings to its affiliates’ local-news telecast by double digits.
ABC had five of the top six highest-rated shows during the sweeps in adults 18-49 and had better ratings in the demo compared to last November on five of seven nights. In the 10:30-11 p.m. half-hour each weeknight, ABC grew its adults 18-49 rating by 14 percent and its adults 25-54 rating by 18 percent, giving its affiliates a chance to grow their local-news audiences. And ABC’s 4.4 rating among the 18-49 demo was up 10 percent over last November.
"We do base our buying more on a quarter-by-quarter basis, so the sweeps are not that important, but it is very apparent to us that ABC certainly will have great momentum going forward," said Steve Grubbs, CEO of media agency PHD North America.
ABC may have the momentum, but CBS dominated in total viewers during the sweeps. CBS averaged 14.5 million viewers per night, nearly 3 million more than second-place ABC and 5 million more than third-place NBC. CBS also won the household (9.3 to ABC’s 7.4) and adults 25-54 (5.6 to ABC’s 5.1) demo races.
Strong showings by its new shows, including Criminal Minds and Ghost Whisperer, helped CBS offset some slippage by veteran series CSI and CSI Miami. ABC grew on the strength of Desperate Housewives, Lost and Grey’s Anatomy.
Fox was the only other network to show across-the-board demo gains during the sweeps–up 10 percent in viewers (7.7 million) and 7 percent among adults 18-49 (3.2). Helping to bolster Fox’s numbers were freshman drama Prison Break and second-year drama House. The latter doubled its 18-49 ratings from last November to a 5.2 and drew nearly 8 million more viewers per episode.
NBC showed double-digit decreases in the major demos, as did the WB, which was surpassed by UPN in viewers–3.6 million to 3.5 million–and in the 18-49 demo, 1.5 to 1.4.
