'NCIS' Grabs Popularity, But 'Modern Family' Snags Key Ad Demo


Which TV show is No. 1 these days in broadcast TV? Increasingly, it depends on your point of view: popularity, advertising-wise, or something in between.

Looking at pure "popularity" of broadcast TV shows -- not where TV advertisers place their bets -- the highest-rated TV show among all TV viewers for the week of February 13 was CBS' "NCIS."

In terms of live viewing and seven days time-shifted viewing (L7), "NCIS" pulled in 23 million viewers. Fox's "American Idol" Wednesday performance show grabbed 21.4 million; the "Idol" Thursday results show, 19.9 million. CBS' "Big Bang Theory" was next at 19.0 million, followed by "NCIS: Los Angeles" at 18.9 million.



Somewhat closer to the viewers that TV advertisers want most -- 18-49 viewers -- "Modern Family" has been the champ, with a 7.4 live-plus-seven-day rating of time-shifted viewing (L7) average.

Wednesday's "American Idol" numbers were second to "Family" when it came to overall "popularity" of the L7 data among 18-49 viewers, at a 7.2 rating. CBS' "Big Bang Theory" came in third place in the L7 popularity contest among 18-49 viewers with a 6.7 rating. The "Idol" lesser-rated results show was just behind "Big Bang Theory" in L7 with a 6.5 rating.

But that's not the only criteria to examine.

In terms of live-plus-same-day average rating among 18-49 viewers -- a metric followed by TV marketers -- the Wednesday performance show of "American Idol" grabbed the best numbers with a 6.1 rating, followed by NBC's "The Voice" at a 6.0. "Bang" and "Idol" (Thursday) were next, in a tie for a 5.1 rating, followed by "Modern Family" at a 4.7 and "Glee" at 4.4. These were followed by two more CBS shows, "NCIS" and "Two and a Half Men," each at a 3.9 rating.

While these other measures are still "indicators" for TV advertisers, TV producers and programming, the only ratings that matter are commercial ratings plus three days of time-shifted viewing, the currency of their media deals.

1 comment about "'NCIS' Grabs Popularity, But 'Modern Family' Snags Key Ad Demo".
Check to receive email when comments are posted.
  1. Stanford Crane from NewGuard Entertainment Corp, March 6, 2012 at 10:02 a.m.

    It would be interesting to see a breakdown of the spot cost to see what the "Key Ad Demo" means to the economics of the show.

Next story loading loading..