• by Wayne Friedman , November 26, 2014

TV’s first of four “sweep” periods — still a measure of worth for medium and smaller TV market stations — has put NBC on top of all networks in November for the third year in a row.

From October 30 through November 23, NBC was at a Nielsen 2.3 rating among key 18-49 viewers; with ABC next at a 2.0 number. CBS earned a 1.8, and Fox had a 1.3 rating.

CBS maintained its domination when it came to all viewers — 
averaging 9.723 million in prime time during the month-long period. NBC was at 8.247 million viewers, followed by ABC at 7.745 million  and Fox with 3.788 million.

NBC has the No. 1-rated prime-time TV series “Sunday Night Football,” which has an average 7.1 rating among 18-49 viewers so far this season.

With more TV stations getting viewership and demographic data on a regular basis — as well as data coming from new companies such as Rentrak — fewer markets now count only on sweeps periods, where stations get their key demographic viewer results to set advertiser pricing. Larger TV stations, in the top 56 markets, have either Nielsen set meter or people meters.

Although networks still schedule virtually all new, original prime time during these sweep periods — November, February, May and July — network executives also say networks air more new programming year round.

When taking out all prime-time sports programming, ABC claims No. 1 status for the month when it comes to adults 18-49 — a Nielsen 2.1 rating/6 share (for 26 of 28 nights of the November sweep period). CBS and NBC are tied for second place — each with a 1.6/5. Fox is at a 1.3/4.

"Watching TV" photo from Shutterstock.