Commentary

TV's November Sweep Is Here, And Viewers Ask: 'So What?'

As a lead-in to the first Wednesday of the November sweep period, the Presidential election did little for the broadcast networks' regularly scheduled programming.

A number of networks posted lackluster numbers, most glaringly NBC with its "Knight Rider," a new show that will be allowed to produce and air even more episodes, even as its ratings slip further. The highly touted show is now down to a 1.6 rating/4 share among 18-49 viewers -- a series low.

Not only that -- but the 19th season premiere of "Law & Order" averaged a tiny 2.2, off 42 % from last year's 3.9 rating. Overall NBC, with a 1.9/5, barely beat out the CW on Wednesday.

The election showed some dramatically historic viewing numbers on Tuesday night, with over 71 million viewers watching the returns.

But none of the ratings bounty flowed to Wednesday night. Even CBS, which won the night in total viewers, came in on the low side, with, for example, "The New Adventures of Old Christine" still struggling to get over a 2 ratings (it pulled 1.9) among 18-49 viewers.

On Thursday we got some clarity: Nielsen Online gave us new Internet video viewing numbers, with the networks showing massively big gains in September.

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NBC.com saw the biggest monthly bump, a 312% rise in unique viewers to 5.6 million. ABC.com rose 105% to 5.2 million uniques; and  Fox.com earned 1.4 million unique visitors, up 165%. CBS.com was the laggard here: some 3.3 million uniques, up 38%.

I'm not saying this viewing stole from the network's traditional viewing platform, as these numbers are still crumbs in comparison to the total monthly viewing traditional TV networks get.

The real question is whether online is now of any help to traditional TV viewing. Network executives don't talk erosion - but they do talk marketing. They have long viewed Internet viewing is a promotional tool.

But where? Maybe Tina Fey's Sarah Palin impersonations  helped "30 Rock" -- at least for one episode. (But you might have to give YouTube the most credit -- and some unplanned viral marketing)

At some point the networks may dismiss the idea that rising Internet streaming of network shows -- or even a spectacular-viewing political season -- can really add much buzz for traditional TV viewing.



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