• Ad Age, Monday, December 12, 2005 10:45 AM

While everyone is focusing on NBC's ongoing inability to attract viewers to its prime-time shows, a recent study indicates that the network is doing well in every other critical daypart. Magna Global's analysis of Nielsen Media data shows that NBC holds the lead in several key demos, according to a report by Ad Age. The network is No. 1 in adults 25-54 for early-morning news and evening news, adults 18-49 in late night, and women 18-49 in daytime. Three of NBC's top franchises--“Today,” “NBC Nightly News with Brian Williams,” and “The Tonight Show with Jay Leno”--are clear leaders with key demos in their dayparts.  Magna Global's report also indicates that daytime TV usage for all their networks has fallen 17 percent for adults 18-49 this season versus a year ago.  Still, even in that environment, NBC has the youngest demos (CBS has the oldest). NBC's “Days of Our Lives” remains the top soap among young adults and women, 18-34. 

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