While the TV business
continues to undergo radical digital platform changes, this particular television season has proven similar to the recent past: Single-digit percentage ratings losses and a slightly higher median age
for many shows.
All networks were found to take some hits for the first two-and-a-half months of the season, according to a new report from Brad Adgate, senior vice president and
corporate media director for media agency Horizon Media.
For example, NBC's "Heroes" lost 35.3% of its overall viewership to 5.6 million (and 40.5% among 18-49 viewers); Fox's "Fringe' caved
33.4% to 5.7 million viewers (and 43.2% in 18-49); CBS' "CSI' dropped 23.2% to 15 million (and 33.3% in 18-49); CBS' "Cold Case" withdrew 22.5% to 9 million (and 32.1% in 18-49); and NBC's "30 Rock"
lost 21.4% to 6.2 million (and 21.1% in 18-49).
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Other high-rated shows were down: ABC's "Grey's Anatomy" lost 9.7% among 18-49 viewers to a 5.6 average rating this year. CBS' "CSI: NY"
slipped 13.9% to a 3.1 rating in 18-49 viewers. ABC's "Desperate Housewives" has dropped to a 4.7 rating, down 21.7%. NBC's "Law and Order: SVU" is now off 27.8% to a 2.6 rating.
Better
results this year so far have been attained by CBS' "The Big Bang Theory" -- 38.1% higher to 12.9 million viewers, and up to an average 4.8 rating among 18-49 viewers, from a 3.6 in 2008. ABC's
"Private Practice," on a new night, climbed 27% to 9.8 million viewers reaching a 3.7 rating in 18-49 viewers from a 2.8 the year before.
NBC's "The Biggest Loser" grabbed 21.2% more viewers to
9.1 million, and rose to a 3.6 rating among 18-49 viewers from a 3.1 number. NBC's "Sunday Night Football" grew 18.7% to 18.4 million viewers and climbed to a 7.2 average rating among 18-49 viewers,
from a 6.0 the year before.
CBS' "NCIS" continued its resurgence from a year ago, rising 14.9% to 20.3 million viewers and improving to a 4.4 rating among 18-49 viewers from a 3.6 a year
earlier.
Fox's "House," now on Monday nights, has been one major reason for that network's improvement during the period. The drama grew 13.4% among all viewers to 14 million, and rose to a
5.5 rating among 18-49 viewers.
Three reality shows had increases among overall viewership: NBC's "The Biggest Loser" (21.2%), CBS' "Amazing Race" (5.6%) and "Survivor" (6.2%). Moving in
the other direction were ABC's "Dancing with the Stars" (down 8.5%) and CW's "America's Next Top Model" (down 18.6%).
CW is done with its new "Vampire Diaries," but many of its returning
shows have suffered in overall viewership: "Smallville" dropped 39.8%; "Gossip Girl" was off 30.9%; "90210" slipped 28.3%; "One Tree Hill" was 25.3% lower; and "Supernatural" sank 22.4%.
Adgate says that shows with a notable increase in median age from a year ago include ABC's "Supernanny", 52.9 years old (+5.9); NBC's "Law & Order" (new night), 59.1 years old (+5.2); NBC's "Law &
Order: SVU" (new night), 52.1 years old (+4.9); Fox' "Fringe" (new night), 47.5 years old (+4.8), and CW's "One Tree Hill", 29.3 years (+3.8).