NBC To Win November Sweep, But TV Networks' Ratings Down Overall

NBC is on the verge of winning the November TV viewing prime-time period for the second time in two years. But overall, the month still doesn't offer much good news for any English-speaking broadcast network.

By many viewing metrics, networks have lost ground -- and it's just two days from the end of Nielsen’s November reporting period.

NBC is down 7% to a 2.6 rating among 18-49 viewers when looking at Nielsen’s live-plus-same-day viewing metrics. CBS is off 8% to a 2.2 average rating; ABC is down 9% to a 2.0 number; and Fox has lost 23% to a 1.7 rating.

Only CW was able find a decent story -- maintaining the same 0.6 rating level among 18-49 viewers versus the same time frame a year ago.

TV’s November “sweep” period, and the three other sweep reporting months, are still a big deal for smaller market TV stations when it comes to setting local advertising rates. Larger market TV stations -- where Nielsen People Meters are employed that generate daily viewing data -- don’t have this issue.

Still, many networks continue to run and highly promote original programming with many cliffhangers/conclusions in November. Come December/early January, many networks rest their significant programming/marketing efforts.

NBC again garnered the top spot in the key 18-49 viewing metric largely because of its highly rated “Sunday Night Football” and to a lesser extent from its singing competition show “The Voice.”

NBC was the only network to gain in total overall average viewers -- up 5% to 8.35 million. CBS was flat at 10.2 million; ABC down 3% to 7.8 million; Fox off 23% to 4.98 million; and CW down 5% to 1.57 million.

When taking sports out of the picture -- as well as late-afternoon NFL content that runs into Sunday prime time, boosting CBS and Fox --- it’s a different picture, as ABC would attest to.

Here, ABC is on top with a 2.1 number, down 5% from a year ago. CBS is at a 1.9 rating; down 14%; NBC folllowed a 1.7 rating, off 19%; Fox sits at a 1.6 number down 11%. CW remains the only network that is even with a year ago -- at a 0.6 rating.

"Watching TV" photo from Shutterstock.



2 comments about "NBC To Win November Sweep, But TV Networks' Ratings Down Overall".
Check to receive email when comments are posted.
  1. Mike Einstein from the Brothers Einstein, November 29, 2013 at 11:01 a.m.

    Despite the fact that a commercial on the best-rated broadcast network fails to reach 98% of the potential audience on average, TV still remains the reach devil we know. What does that say about the dismal failure of the Internet as a branding medium?

  2. John Grono from GAP Research, November 29, 2013 at 8:39 p.m.

    Mike, EVERY medium fails to reach 98% of the potential audience with a single ad. TV just happens to accumulate audiences quicker with less insertions.

Next story loading loading..