Prime-Time Audience Holds, Slight Dip In Adult Numbers

Two weeks into the new season, typical broadcast audience erosion has yet to show itself.

Total average prime-time viewers numbers are virtually flat compared to those of a year ago -- up 0.6% to 8.21 million, according to Nielsen live program-plus-same-day time shifting metrics. Key adults 18-49 viewers are down 2.5% to a four-network average of 2.3 million.  

Typically, season-long broadcast declines can be in the 6% to 7% range, depending on the broadcast year. Last year, for example, 18-49 viewership was down 11%.

After two weeks of this season, NBC and ABC are the most improved.

Among total average prime-time viewers, NBC is at 9.18 million -- up 11% from 8.21 million a year ago. Leading all networks in the category is longtime champ CBS, which is slightly down 1% to 10.2 million viewers from 10.3 million. ABC is off 3% to 7.7 million from 7.9 million for the start of the 2012-2013 season, and Fox is down 12% to 4.8 million from 5.4 million.

ABC was the only network to gain among 18-49 viewers this season versus last season -- 6% higher to a 2.809 million average. NBC still leads in the category -- as it did a year ago -- slipping 0.6% to 3.7 million. ABC is in second place. CBS is next, down 4% from a year ago to 2.7 million. Fox tumbled 16% to 2.2 million.

According to Brad Adgate, senior vice president and director of research for Horizon Media, the median age for the four networks is 53.6, up slightly from 53.0 last season. NBC reported the biggest gain in median age -- to 50.7 from 47.8. CBS is now at 57.9 against 57.8; and Fox is 45.5 up from 43.3.

Only ABC has lowered its median age -- by over two years -- to 53.5 from 55.3

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1 comment about "Prime-Time Audience Holds, Slight Dip In Adult Numbers".
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  1. Edmund Singleton from Winstion Communications, October 9, 2013 at 5:55 a.m.

    And if you watch the ABC television network entertainment fare, you must love or don't mind pop-us and running promo's across the screen at the same time as some poor actor is trying to convene some emotion to you...

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