• by Wayne Friedman , October 29, 2014

Although much has been made of TV networks amping up their live sports programming this year, viewership among key viewers for the TV season so far is slightly down. 

Looking at total day Nielsen C3 ratings -- average commercial ratings plus three days of time-shifting -- 18-49 viewership is down 3% to 11.6 million viewers, according to MoffettNathanson Research.

CBS improved the most with 16%, due to its new NFL “Thursday Night Football” games -- averaging 3.8 million 18-49 viewers -- the most of any network in total day C3 18-49 ratings.

CBS averaged 9.2 million overall viewers for “TNF” and a 11.4 household rating. CBS sold a 12.0 rating guarantee to TV advertisers -- 5% below actual ratings results, according to reports.

Fox lost 12% to settle at 3.5 million as a result of the network shifting the Major League Baseball playoffs to cable network Fox Sports 1.

NBC was down 4% to 2.5 million viewers, while ABC dropped 20% to 1.3 million. ABC saw some lower results from early-season college football ratings.

With “TNF,” CBS dramatically improved its overall Thursday night 18-49 viewership results, jumping 92% to 7.3 million 18-49 viewers from 3.8 million.

For the night, ABC dropped 15% to 3.2 million from 3.8 million; NBC slipped 8% to 1.6 million from 1.7 million; and Fox fell 53% to 1.5 million from 3.1 million, mostly due to the cancellation of “X Factor” after last season.