• by David Goetzl , May 2, 2006

After last year's brutal upfront, NBC remains in a tough position heading into this year's bazaar. But the struggling network might be able to slow the bleeding by once again pitching itself as an upscale leader.

Although the agitprop won't be nearly as convincing as NBC's heyday, the network still has a formidable upscale profile--even as ratings for regularly scheduled programs in the 18-to-49 demo are down 14 percent this season.

NBC has the highest concentration of adult 18-to-49 viewers with household incomes of $100,000-plus a year. In the key measure, NBC posts an index of 114, higher than ABC's 107 and well above CBS at 92 and Fox at 89.

NBC also leads in composition of 18-to-49 viewers with household incomes of $75,000-plus a year--considered a slightly less important upscale indicator than the $100,000 level--although its lead is slimmer. NBC's index of 115 barely tops ABC at 114, but soars past CBS at 103 and Fox at 95.

NBC also boasts seven of the top-10 18-to-49 shows in highest concentration of viewers in the $100,000-plus category. The number-one show, "The West Wing," will be off the air soon, but NBC will still have strong performers "The Apprentice," "The Office," "Scrubs," and "Law & Order."

A high concentration of upscale viewers is attractive to advertisers looking for an efficient way to reach an audience with significant disposable income or individuals shopping for upmarket goods.

In the upscale categories, NBC's ratings issues are also far less apparent than its general performance. Mired in fourth place in season 18-to-49 rankings--despite the Olympics--NBC is tied for second in the demo when it comes to $100,000-plus individuals. ABC leads with a 4.3, but NBC and Fox are tied at 3.7, with CBS third at 3.6.

NBC remains in fourth place in 18-to-49 ratings of people with incomes of $75,000-plus, but it's far more competitive than in its general performance, where it trails number-one Fox by a full rating point in regular programs. At a 3.8, NBC is a touch behind Fox' 3.9, and lags CBS' 4.1. ABC has a strong lead at 4.6.

While NBC dominates the top 10 among shows with high concentrations of $100,000 viewers, its performance is less impressive when it comes to shows with the highest ratings in that area. Those ranks are similar to general 18-to-49 performances with the top-four shows the same in both: "American Idol"'s Tuesday and Wednesday editions as the leaders, followed by "Desperate Housewives" and "Grey's Anatomy."

A possible surprise comes with Fox's "24," the fifth-highest-rated show in that upscale metric, but only 14th in overall 18-to-49 ratings.

NBC's highest-rated shows in the category are last fall's "The Apprentice" at number eight and "E.R." in ninth place.