• by David Kaplan , November 10, 2004

It looks like "Desperate Housewives" is helping ABC marry up, as the latest ratings figures have the network tied with NBC as the No. 1 network for upscale viewers 18 to 49, with CBS and Fox placing third and fourth, respectively. Another trend worth noting is the fact that ABC and CBS are up over last year in upscale ratings, while NBC and Fox have fallen.

"This stat mirrors the trend in the total U.S. adult 18 to 49 ratings category this season, where ABC and CBS are up and NBC and Fox are down," said Jeff Lindsey, vice president of ratings publicity for ABC.

Overall, Lindsey notes that ABC is off to a strong start during the 2004-'05 TV season. The network is showing increased competitiveness and improvement in some key time periods with early series standouts, including "Lost," "Wife Swap," "Extreme Makeover: Home Edition," "Desperate Housewives," and "Boston Legal."

ABC insiders credit the success to more "refocused and more strategic marketing strategy" put in place by Anne Sweeney--whose dual title is co-chairman, media networks for The Walt Disney Company, and president, Disney-ABC Television Group--and Stephen McPherson, president, ABC Primetime Entertainment.

Season-to-date, ABC is up 3 percent in total viewers--9.9 million versus 9.6 million--up 6 percent in the adult 18 to 49 demo (3.8/10 versus 3.6/10) and up 10 percent in adults 18 to 34 (3.2/10 versus 2.9/9), Lindsey said.

"So far this season among adults 18 to 49, ABC ranks as the No. 1 network on Sunday night," Lindsey said. "The net places second in the key young adult sales demo on Monday, Wednesday, Friday, and Saturday."

ABC claims some of the highest-rated TV programs this season, across virtually every relevant demographic category. ABC's "Desperate Housewives," the No. 1 new show of the season in total viewers and in each of the key adult demographics (adults 18 to 34, adults 18 to 49, and adults 25 to 54), also ranks as the second most-watched show overall, behind only CBS' "CSI."

In addition to "Desperate Housewives" and ABC's other new hit, "Lost," the network is quick to point out that "Monday Night Football" is the season's No. 1 show for men 18 to 34 and men 18 to 49. Furthermore, "Extreme Makeover: Home Edition" is the No. 2 TV show of the season among teens 12 to 17 and kids 2 to 11, behind "CSI" and "Survivor: Vanuatu," respectively. In the meantime, NBC hopes to gain the upper hand with the momentum "Crossing Jordan" seems to be experiencing--5.3/13 in 18 to 49, 14.3 million viewers overall, according to NBC--as the show matched its highest 18 to 49 rating in nearly two-and-a-half years this past Sunday.

"'Crossing Jordan' has improved the hour for NBC by 24 percent this season versus NBC's average for the same weeks last year in 18 to 49: 4.6 versus 3.7," said an NBC spokesman.