Although TV monthly sweeps -- like the one just completed in November -- typically matter little for national TV advertisers, they matter a great deal to many local TV stations that still set their local ad rates during these programming periods. And for that, Fox affiliates can be thankful.
Among the most popular adult 18-49 viewer group, Fox was first with a 3.1 rating/8 share -- 15% higher than a year ago, per Nielsen's live-plus-same-day DVR playback date from Oct. 27 to Nov. 23. Fox's rise can be largely attributed to ongoing strong new series' "New Girl" and "The X-Factor."
CBS also did well -- improving 4% -- but still landing second to Fox at a 2.8/8. CBS and Fox were in a virtual tie for the November sweeps of 2010 at a 2.7/8. Losing ground this time around was ABC, off 4% to a 2.5/7. NBC was the same as a year ago at a 2.4/6, followed by Univision with a 1.5/4 and CW, which averaged a 0.8/2.
CBS won its 11th November sweeps in a row for total viewers -- up 3% this time around, to 11.43 million viewers. ABC was down 4% to 9.28 million viewers. Fox improved the most here -- up 11%, to 8.64 million total viewers. NBC was next, down 5% to 6.86 million viewers.
Among 25-54 viewers, CBS won its ninth sweeps in a row in November. But Fox saw greater improvement. CBS was up 6% to a 3.8 rating/9 share. Fox is now just a few tenths of a rating point behind CBS, 15% higher versus a year ago to a 3.5/8. ABC was down 3% to a 3.2/8, as was NBC -- now at a 2.8/7.