Commentary

They Do Study, Don't They?

Contrary to popular belief, the college-age crowd still does watch TV. That’s good news for ABC, whose lineup has shown gains since Nielsen launched new ratings in January that include college students.

“Grey’s Anatomy” alone picked up just over a rating point in the 18-to-49 demo as a result of including student viewing, according to a study by Magna Global. Nielsen’s college ratings, which are known as “extended home,” takes viewing done by the 18-to-24 set while away at school and combines with their families’ viewing back home.

Of the top 5 shows with gains in the 18-to-24 demo due to college kids, ABC had all but one.

It’s still hard to say if gains in the 18-to-24 group translate into bigger ratings in the key 18-to-49 demo. “Lost,” for instance, jumped 27 percent in the college-age group, but declined in 18-to-49s by 12 percent.

Nielsen’s extended ratings still don’t deliver what the networks have long wanted: How many college students are watching shows in communal areas like dorm lounges, student unions or other out-of-room hangouts. So much for the old college try.

Next story loading loading..