Upscale viewers aren't just the domain of ABC -- CBS says it also draws in wealthier viewers. The exception is that those viewers are a bit older.
For the first week of the season,
CBS says it had more shows -- 14 -- in the top 25 among 25-54 viewers in homes where the incomes were $100,000 plus. CBS says this was more than ABC, NBC, and Fox combined. ABC had six, NBC, three and
Fox, 2.
Overall, CBS tied ABC in the average viewership among these wealthy 25-54 viewers with 3.9 rating, according to Nielsen's NPower service. ABC has the best-rated show among these older
higher-income viewers -- "Modern Family" with a 7.8. ABC's "Dancing with the Stars" is next at 7.6, followed by Fox's "Glee" at 7.1 and ABC's "Grey's Anatomy" at 7.0.
CBS' "The Big Bang
Theory" earned a 6.8 rating, good for fifth place. "Two and a Half Men," at a 6.7 rating, was in sixth place. "Survivor: Nicaragua" and "Mike & Molly" tied for a 5.5 rating, coming in at ninth
place.
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NBC's best came with "The Office," in eighth place with a 6.1 rating.
A week ago, ABC claimed top status among slightly younger viewers in the key 18-49 viewers for many
national advertisers, with a 3.2 rating. CBS was next at 2.9; NBC and Fox each had 2.4. This repeats ABC's strong results from recent seasons.
Fox's "Glee" easily had a top rating among all
shows with a 8.5 rating among 18-49 viewers making $100,000 or more. ABC had six of the top 15-rated shows for upscale viewers among 18-49 viewers, including "Modern Family," ranked second after
"Glee"; "Dancing with the Stars," in third place; "Grey's Anatomy," in fourth place; and "Cougar Town," in ninth place.
Historically, TV advertisers desire upscale viewers for a number of
reasons. They usually buy high-priced consumer products and are harder to snag, since they watch less TV than the average viewer. These results did not include sports programming. But NBC's "Sunday
Night Football" also gets a high percentage of upscale viewers, especially men.