• by Paul Gough , February 26, 2003

Fox celebrated its first win in the sweeps among adults 18-49 over perennial winner NBC and an NBC executive said it was possible Fox could win it for the year.

Although final figures won’t be released until late Thursday, estimates show Fox (5.6 rating) handily winning over second-place NBC (4.8). CBS, which won the sweeps in total households, is projected to finish up the sweeps with a 4.2. ABC (3.9), The WB (1.9) and UPN (1.5) follow. Fox also dominated in other demographics, including a two ratings-point margin in adults 18-34 and more than two-point margin among teens. Fox finished number one in adults 18-49 each of the last four weeks of the sweeps, which ended Wednesday night.

“In all measures, it was truly a clean sweep,” said Fox TV Chairman Sandy Grushow.

NBC Entertainment President Jeff Zucker usually is able to announce dominance in the coveted demographic during the network’s sweep conference call among television reporters. But on Wednesday afternoon, Zucker instead offered congratulations to Fox and its leadership.

“This was Fox’s turn. They did a fantastic job. You have to admire the job they’ve done,” he said. Zucker acknowledged that depending on what happens for the rest of the year, Fox could win the season among 18-49. As of Sunday night, NBC (4.6/12) was leading over Fox (4.2/11), ABC (4.1/11) and CBS (4/11).

“We had a fantastic fourth quarter. We were on fire. Fox has had a tremendous first quarter, and they’re on fire … As we look at the final third of the season, it’s going to be incredibly competitive and clearly the goal for both Fox and us will be to finish in first place,” he said. Zucker said Fox had hit gold with American Idol, which he said was an expandable show that fits into a variety of formats.

It’s no secret that Joe Millionaire and American Idol had a lot to do with Fox’s success in the February sweeps. But Grushow said “the rest of the story” was how the two shows’ success was used to maximize the rest of Fox’s programming schedule. He pointed to 24, That Seventies Show, Boston Public, The Bernie Mac Show and Cedric the Entertainer.

“This is the result of teamwork around the network ... not just around one concept or well-executed show,” said Fox TV President Gail Berman.

Berman and Grushow rejected claims that their successes were built around a franchise that wouldn’t continue. When asked about CBS’ Leslie Moonves comment about the craziest sweeps ever, Grushow said Fox considered the comments transparent and bordering on the comical.

“If they feel that February was ridiculous or crazy or nutty, the competition should prepare for a particularly crazy, nutty, ridiculous March, April and May. The schedule that led to sweeps victory will remain intact,” Grushow said. Joe Millionaire, which completed its run in March, will be replaced by other dating-type reality series.

“We’re confident that we have a good plan in place that takes us through the end of this season,” Berman said.

Zucker predicted that the current reality craze would calm down and probably not have the same heat as this past time, although he noted that each sweeps period is becoming more competitive.

“It was a little bit crazy. It got a little bit nutty. This is a competitive business, and everybody’s chasing after that next great show, that next great series. Sure, this was nutty, it was crazy, but it was fun. That’s what the business is,” he said.

Zucker said the move toward reality programming and changes in schedule – which included Fox, ABC and NBC specials on Michael Jackson – weren’t hurting NBC nor the network TV business.

“The network ratings are up considerably and that’s the important story here. The success of all these reality shows, the success of limited series like Kingpin, the specials [American Idol and Joe Millionaire], it proves that the network business works. I don’t hear anybody talking about cable television at all,” he said.