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Magna Global: Idol Could Help Fox To First Place

  • Ad Age, Monday, January 30, 2006 2:28 PM

Simon Cowell's seemingly unstoppable ratings phenom, “American Idol,” may well help Fox pass ratings leaders ABC and CBS by March, according to research from Magna Global. In the 18-to-49 age category, Fox has already bolted past NBC. Magna sees the momentum from “Idol” carrying Fox to heights it has not previously attained.  The remainder of the season is somewhat dicey to predict, however, because of the upcoming Olympics, which will be carried by NBC; the games will interfere with normal scheduling for two weeks, disrupting normal prime-time viewing patterns. According to a story at Ad Age, "TV networks are programming almost as if there were two midseasons--one pre-Olympics and one post-Olympics."  It is not known what the networks will introduce for the second half of the season; several new shows are ready to roll, including a Julia Louis-Dreyfus sitcom at CBS, but no formal announcements have been made yet.  Media buyers, says Ad Age, will wait to see what the networks do following the Olympics before making some important decisions.

 

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