• Mediaweek via Adweek, Monday, December 4, 2006 11:45 AM

While ABC is the current leader in the 18-49 demographic, some researchers say that CBS may end up No. 1 for the season. That, combined with its telecast of Super Bowl XLI on Feb. 4, could be enough for the network to hold off Fox and "American Idol" to win the season in the key demo.

"CBS is the only network that does not rely on short-term programming for ratings boosts," says Steve Sternberg, executive vice president of audience analysis for Magna Global USA. "This puts CBS in good shape going forward. It should win [the season] among adults 25-54 and be right in the middle of the 18-49 race."

Sam Armando, director of television research at Starcom, explains: "CBS' stability and the ability of its procedurals to repeat well will keep its ratings consistently high all season. While Fox will make up ground once "American Idol" comes on, it has more ground to make up this year than it did last year." If "Idol" fails, it's good for CBS or ABC.

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