SBD/Issue 241/Sports Media

Fox Earns 6.8 Overnight For Steelers-Broncos Up Against Emmy Awards

Fox Earns Its Best NFL Preseason Overnight
Since '03 For Last Night's Steelers-Broncos

Fox earned a 6.8 overnight Nielsen rating for last night's Steelers-Broncos preseason game, marking the net's best preseason overnight since Cowboys-Steelers earned the same overnight in '03. Last night's telecast is down 6.8% from a 7.3 overnight on the same night last year, when NBC carried Bears-Broncos. Fox' third preseason game last year, Dolphins-Buccaneers, earned a 4.4 overnight on a Thursday night. The Steelers-Broncos game peaked at a 7.5 rating from 10:00-10:30pm ET. The game earned a 31.4 in Pittsburgh and a 22.9 in Denver. Fox also finished second last night among all nets in primetime behind NBC, which earned a 10.1 overnight for the Primetime Emmy Awards. The 10.1 overnight is up slightly from '09, when the awards show aired on CBS during Week Two of the NFL regular season. Meanwhile, CBS earned a 4.5 overnight for Cowboys-Texans on Saturday night, up 40.6% from a 3.2 for Chargers-Falcons on the same night last year. The net also earned a 4.0 overnight on Friday night for Chargers-Saints, down 18.4% from a 4.9 for Patriots-Redskins on the same night last year (Austin Karp, THE DAILY).

HALLOWEEN SHOWDOWN: DAILY VARIETY's Stuart Levine wrote the NFL's "monolithic presence weights heavily across the entire TV landscape," and the league "casts such a large shadow that it impacts other sports." The World Series "will be nervous on Halloween night as it finds itself going up against the broadcast primetime game of the week for the first time." The NFL in previous years "would take Sunday night off when the World Series is slated," but that is no longer the case. Both the NFL and MLB "had a chance to blink and re-sked their games when they discovered what the other had planned," but neither "backed down." Fox Sports President Eric Shanks: "You have to adjust yourself to the new world. This won't be the last time this happens. The World Series has performed amazingly well against tough competition in the past and we're as confident as we've ever been." Levine noted advertisers are "betting that the World Series, in general, will be OK," as Fox has "already sold out ad inventory for the first five games, including the fourth game that faces off against the NFL" (DAILY VARIETY, 8/28).

PLENTY OF CHOICES: In Oklahoma City, Mel Bracht wrote the city's KOKH-Fox has a "pleasant problem with its NFL telecasts -- too much of a good thing in the NFC." The net already is "blessed with an abundance of telecasts with two powerhouses" in the Cowboys and Vikings, but the presence of No. 1 draft pick and former Univ. of Oklahoma QB Sam Bradford on the Rams has also "made that team a hot property here." The Cowboys "certainly will get their due with nine games" on KOKH, and the Vikings, who boast former OU RB Adrian Peterson, "made strong inroads last season with a 13.6 ratings average" in the city. Only two Rams telecasts are on KOKH's "preliminary schedule" this season, but KOKH GM John Rossi said that the station "would be interested in more Rams games' earlier in the season, if Bradford is playing" (DAILY OKLAHOMAN, 8/28).

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