July 15, 2014


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Written by: Mitch Metcalf
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Monday preliminary broadcast ratings. In addition to the traditional adult 18-49 ratings grids below (for last night, the same night last year and same night a week ag0), today we are introducing a new chart with even more ratings detail for each program last night, including other important demographic segments and total viewers.

Daily Comp 3way 2014 Mon Jul 14

NEW SECTION — DEMOGRAPHIC DETAIL. The chart below looks at nightly numbers beyond the fundamental adult 18-49 rating. For each program, we have listed the three key demographic ratings for advertisers (from youngest to oldest): adults 18-34, adults 18-49, and adults 25-54. While the vast majority of commercial time is sold on the basis of 18-49 delivery, 18-34 and 25-54 are important for particular categories such as fast food and pharmaceuticals, respectively.

Continuing across the page, the demographic share section provides a snapshot of each program’s skew across major segments (women 18-49 vs men 18-49 vs adults 50+). A perfectly balanced audience (equally male and female, equally younger and older) has the same share level in each group, while a difference of 2 or more share points is usually significant. The final column lists the broadcast measure of viewership: the number of total viewers for each program (ages 2 or more), expressed in thousands of people.

In each column, the color coding indicates above and below average values for that group (green is above average and red is below average), looking at the major broadcasters (ABC, CBS, NBC and FOX). The CW is excluded from the color coding because its programs are almost always at the bottom of every demographic among the broadcast network, consistently distorting the distribution of the color shading.

Demo Profile 2014 Mon Jul 14

About the Author

Mitch Metcalf
MITCH METCALF has been tracking every US film release of over 500 screens (over 2300 movies and counting) since the storied weekend of May 20, 1994, when Maverick and Beverly Hills Cop 3 inspired countless aficionados to devote their lives to the art of cinema. Prior to that, he studied Politics and Economics at Princeton in order to prepare for his dream of working in television. He has been Head of West Coast Research at ABC, then moved to NBC in 2000 and became Head of Scheduling for 11 years.