MINNEAPOLIS (AdAge.com) -- New York Yankee Hideki Matsui -- known by baseball fans as Godzilla -- breathed fire at the plate and stomped on the Philadelphia Phillies with six runs batted in during the decisive Game 6 on Wednesday night. And in the process, Godzilla made Fox a monster in the ratings race, as the New York Yankees' World Series win capped the highest-rated Fall Classic since the 2004 Boston Red Sox win over the St. Louis Cardinals.
Matsui was named the Series' MVP, and the Series itself was Fox's most-valuable program, as it has helped the network dominate demographically with ad-centric adults 18-49 at the beginning of November sweeps. Early estimates indicate around a 41% jump in World Series' demo delivery compared to last year, with last night's game the second-highest rated of the series (Sunday's Game 4 was the highest). Scoring a 7.4/20, Fox easily won the night, well over CBS (2.7/7), ABC (2.1/6), NBC (1.8/5) and the CW (1.2/3).
The vast majority of programs playing against Game 6 were down, with several series or season lows set. ABC faced the sharpest declines, with "Hank" (1.34), "The Middle" (1.9/5), "Cougar Town" (2.8/7) and "Eastwick" (1.5/4) hitting series lows, while "Modern Family" (3.5/9) was just a tenth of a ratings point from matching its lowest level.
CBS's "The New Adventures of Old Christine" (2.0/6) was actually up a tenth of a ratings point from its original-episode season low, but "Gary Unmarried" (2.0/5), "Criminal Minds" (3.4/9) and "CSI: NY" (2.8/8) all hit season lows.
NBC, given its struggles this season, was surprisingly no different, as "Mercy" (1.7/5) as well as "Law and Order: SVU" (2.4/6) hit series lows, and "The Jay Leno Show" (1.4/4) set a Wednesday night low.
And on the CW, there was only one original episode as "Vampire Diaries" (.7/2) was an "encore" (or rerun, in viewer parlance). But maybe it's fitting that on the night America's pastime was such a hit that "America's Next Top Model" was, too (although it's less likely someone named Godzilla would get as far on "Top Model"). Programmed, and mostly watched by its intended younger female audience, "Model" strutted a gaudy season high of 1.7/5, tying NBC's "Mercy" and beating ABC's "Hank," and making it the CW's MVP in the process.
|See how all the shows did in the ratings.|
WHAT TO WATCH:
Thursday: With no need for a Game 7 in the Bronx, head to Midtown by watching NBC's "30 Rock."
Friday: While Clint Eastwood is perhaps better known for his iconic "spaghetti Westerns," it was actually 1992's "Unforgiven" that was his only cowboy film to win a Best Picture Academy Award. Find out why on AMC.
WHAT TO WATCH FOR:
With baseball over, it's back to hardball between networks during the November sweeps. Tonight's key ratings race will be between ABC's "Grey's Anatomy," CBS's "CSI" and NBC's "The Office" at 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, Minneapolis. For more, see rashreport.com.