MINNEAPOLIS (AdAge.com) -- The networks may miss the broadcast era when they could divvy up demos between themselves, but back then it was a zero sum game, with clear winners and losers each night. Nowadays, however, if programmed right, share can be swiped from other sources as well, which can mean multiple networks can concurrently have increased interest.
For instance, CBS, which won the night with ad-centric adults 18-49 with a 2.8/8 rating and share, had "NCIS" increase by 4% from last week, to a 4.7/13 rating and share. Spin-off "NCIS: Los Angeles" pulled in even more viewers, jumping 11% to a 3.9/10, which is a three-week high. At 10 p.m., "The Good Wife" had a pretty good night too, matching last week's 2.8/8.
ABC wasn't nearly as successful, finishing fourth with a 2.4/6. But at least the season (or series?) finale of "Shark Tank" hit a series high 1.8/5. And "Dancing With the Stars" (3.4/9) had a season high for its Wednesday results show. But all wasn't up, as 10% fewer viewers remembered to watch "The Forgotten" (1.9/5) than last week.
New Yorkers and Los Angelinos -- and many baseball fans in between -- also remembered the American League Championship Series, which scored a 3.4/10 for Fox and was not only the highest so far this year, but in two years.
And even beleaguered broadcasters NBC and the CW held their own. Third place NBC (3.2/9) saw "The Biggest Loser" gain 11% from last week as a two-hour version delivered a 3.9/11. And, while "The Jay Leno Show" is still struggling, at least its 1.8/5 matched the previous three telecasts.
Meanwhile, the CW, while finishing fifth with a .9/2, held steady with last week's 1.1/3 for "90210" and .7/2 for "Melrose Place."
With technological transformations making the Big 3 the Big 300 on many cable and satellite systems, the broadcast era is not coming back. But as Tuesday night's ratings race shows, the networks aren't going away either.
|See how all the shows did in the ratings.|
WHAT TO WATCH:
Wednesday: After winning Monday night on their final swing, the defending World Series winner, The Philadelphia Phillies, try to make it the final game of The National League Championship Series. The Los Angeles Dodgers, of course, have other plans. TBS
Thursday: Then on Thursday, it's game five of the American League Championship Series, with the New York Yankees trying to make it the decisive game against the Los Angeles Angels. Fox.
WHAT TO WATCH FOR: Ratings for NBC's "Law and Order: SVU," which more than almost any show except for affiliate local news, has been hurt by "The Jay Leno Show" because of its move from 10 p.m. to 9 p.m.
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NOTE: All ratings based on adults 18-49. A share is a percentage of adults 18-49 who have their TV sets on at a given time. A rating is a percentage of all adults 18-49, whether or not their sets are turned on. For example, a 1.0 rating is 1% of the total U.S. adults 18-49 population with TVs. Ratings quoted in this column are based on live-plus-same-day unless otherwise noted. (Many ad deals have been negotiated on the basis of commercial-minute, live-plus-three-days viewing.)
John Rash is senior VP-director of media analysis for Campbell Mithun's Compass Media, Minneapolis. For more, see rashreport.com.