Overnights in the 18-49 DemoNBC's Thursday night sinks yet againStinker '30 Rock' finale pulls a 2.4 rating
By Toni Fitzgerald MediaLifeMagazine.com
staff writer April 27, 2007
NBC's Thursday night lineup fell to its lowest rating in at least two decades among adults 18-49 last night, the second time it's done so in three weeks. It wasn't helped by the season finale of 30 Rock, which was the night's third-lowest-rated show on the Big Four broadcast networks.
NBC finished third on the night with a 3.2 average rating and 8 share, according to Nielsen overnights. That was its lowest Thursday rating with all-original programming since Nielsen began using people meters in 1987. Its second lowest was two weeks ago, when it averaged a 3.3, and it's also off from its 3.8 season-to-date average.
Rock was even to the previous week with a 2.4 at 9 p.m., tying its lowest Thursday outing of the season. The show has already been picked up for season two, but its ratings will have to improve for the network to continue to stay behind it.
It wasn't the network's lowest-rated show, though. That was lead-out Scrubs, which dipped 21 percent week to week, from a 2.9 to a season-low 2.3.
Meanwhile, My Name is Earl was just 0.1 away from tying a series low with a 3.2 at 8 p.m., and ER did tie a series low for the third straight week with a 3.7, finishing third in the 10 p.m. timeslot it once dominated.
Media people expect changes on Thursdays at the network's upfront presentation next month. ABC and CBS have moved well ahead of NBC on the night, and while Scrubs is the only sitcom that hasn't been renewed for next year, it's doubtful they'll all stay on this night.
NBC wasn't the only one seeing season lows last night. Both ABC's Grey's Anatomy and CBS's CSI dipped to season lows, though they were by far the highest-rated shows of the night.
ABC was first for the night among 18-49s with a 5.2 average rating and a 14 share. CBS was second at 4.8/13, NBC third at 3.2/9, Fox fourth at 2.8/8, Univision fifth at 1.7/5 and CW sixth at 1.4/4.
CBS started the night in the lead with a 4.5 rating at 8 p.m. for Survivor, followed by a 3.6 for NBC for Earl (3.2) and The Office (3.9). Fox was third that hour with a 3.4 for Are You Smarter than a 5th Grader, ABC fourth with a 3.1 for Ugly Betty, Univision fifth with a 1.7 for La Fea Mas Bella and CW sixth with a 1.5 for Smallville.
At 9 p.m. ABC took the lead with an 8.2 for Grey's, with CBS dropping to second with a 5.8 for CSI. NBC was third with a 2.4 average for Rock (2.4) and Scrubs (2.3), Fox fourth with a 2.1 for Trading Spouses, Univision fifth with a 1.8 for Destilando Amor and CW sixth with a 1.4 for Supernatural.
ABC led again at 10 p.m. with a 4.2 for October Road, followed by CBS with a 3.9 for Shark. NBC was third with a 3.7 for ER, and Univision fourth with a 1.6 for Aqui y Ahora.
Among households, CBS led the night with a 9.9 average rating and a 16 share, with ABC second at 8.6/14, Fox third at 4.7/8, NBC fourth at 4.6/8, CW fifth at 2.4/4 and Univision sixth at 2.1/3.http://www.medialifemagazine.com/art...icle_11737.asp