SBD/October 22, 2012/Media

NBC On Top Of Network Ratings So Far This Season On Strength Of "SNF"

NBC is "suddenly on top" of the network primetime ratings this year after being “last among younger viewers for a decade,” according to Bill Carter of the N.Y. TIMES. Among the viewers “prized by most advertisers -- 18- to 49-year-olds -- NBC has beaten its network rivals" each of the first three weeks of the new television season, and NBC is "in contention to post a fourth victory when the Nielsen accounting is official” tomorrow. NBCUniversal President & CEO Steve Burke said that with "SNF" games “making Sunday night an all-but-guaranteed win, the idea was, 'O.K., we’d like to try to win Monday night. And we’ll try to be competitive on Tuesday.'" Carter reports CBS is "likely to get back on track after the new year, partly because it always does because of a largely stable schedule." But the main reason is that it "owns rights to both the AFC championship game in prime time and the Super Bowl" (N.Y. TIMES, 10/22).

FALLEN IDOL
: AD AGE’s Brian Steinberg noted “SNF” and Fox' “American Idol” were “virtually neck and neck for top cost" of a 30-second ad during the '11-12 TV season, but "SNF" is now drawing a "budget-busting $545,142, up from $512,367 last season.” Meanwhile, the “average cost of a 30-second spot in the Wednesday edition of ‘Idol’ plummeted from $502,900 last season to $340,825.” A source said that “some spots in the show have moved for as high as $550,000 during the season and more than $1 million for the season finale.” But “taken as a whole, the show now ranks a clear second to football.” Among other sports programming, ABC's college football on Saturday night draws $103,948 for a 30-second spot, while Fox' Saturday night football draws $115,101. NBC's "Football Night in America" show leading into "SNF" draws $104,900 (ADAGE.com, 10/21).

MOST-EXPENSIVE SHOWS FOR 30-SECOND SPOT ON PRIMETIME TV
RK
NET
SHOW
NIGHT
30-SECOND SPOT
1
NBC
"Sunday Night Football"
Sun.
$545,142
2
Fox
"American Idol"
Wed.
$340,825
3
ABC
"Modern Family"
Wed.
$330,908
4
Fox
"New Girl"
Tues.
$320,940
5
Fox
"American Idol"
Thurs.
$296,062

 

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