November 1, 2011

The Sked: MONDAY RATINGS October 31: Rock Center Bombs & Sweep Update

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Written by: Mitch Metcalf
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>Five days into the November sweep, FOX is still in the lead but its percent increases over 2010 are coming back down to Earth, as expected, as the impact of Thursday and Friday’s Games 6 and 7 recedes.  Last night was a down night for FOX (2.3 for Terra Nova and House versus a 4.1 for the World Series on 11.1.2010).  CBS won last night with a 3.8 (though that could go down to a 3.7 when KFMB San Diego’s coverage of the end of the Monday Night Football game is removed).  Either way, it would be up slightly over the 3.6 rating CBS turned in on the first Monday of the 2010 November sweep.  ABC scored a 2.7 last night in the fast nationals (again, probably a 2.6 because of KMBC Kansas City’s local coverage of the game), either way a collapse from a 3.6 for its regular schedule this night last year.  NBC averaged a 1.3 rating Monday night, down from a 2.1 this night last year.  Note: NBC is still showing an uptick in the sweep to date versus last year because of a spectacular performance by Sunday’s football game, which went up to a 9.3 rating in the official nationals versus a 7.3 for the same game last year.  Read about the premiere of Rock Center on NBC and the other network ratings after the jump.

          2011 vs 2010 Through Day 5 of 28

                 2011    2010
          FOX     4.4     3.9     +14%
          CBS     2.6     2.4     + 6%
          ABC     2.3     2.5     -11%
          NBC     2.7     2.5     + 4% 

NBC premiered Rock Center with Brian Williams at 10 pm last night and could only scare up a 1.0 Adult 18-49 rating in the hour, below the 1.2 that Playboy Club had settled into.  Making matters worse, the news program declined from a 1.1 from 10:00-10:30 to a 0.9 from 10:30-11:00, leading into late local news.  We haven’t seen the quarter-hour ratings yet, but given the content (a particularly awkward and unfunny live interview with Jon Stewart), the 10:45-11:00 quarter hour could be below a 0.9.  NBC had assiduously lowered expectations for this show in the press while at the same time spending many millions over the week before launch in a digital and radio campaign for the show.  No matter what the expectations, these numbers are brutal.  Sing-Off rated a 1.4 from 8-10 pm, marking a new low for the show.

CBS is leading Monday night in the fast nationals with a 3.8 rating for the night.  How I Met Your Mother (4.1), 2 Broke Girls (4.2), Two and a Half Men (4.7) and possibly Mike & Molly (3.8) are most likely inflated by San Diego’s pre-emption of the comedies for the Monday Night Football Game.  In any case, the numbers are soft for the CBS comedies — not unexpected because Halloween hits young adult TV usage levels fairly hard, particularly in the early half of prime time.   

CBS Comedy Track 9.19  9.26  10.3  10.10 10.17 10.24 10.31
How I Met Your   4.9   4.5   4.5   4.0   4.2   4.3   4.1*
2 Broke Girls    7.1   4.6   4.5   4.3   4.4   4.5   4.2*
Two Half Men    10.7   7.4   6.2   5.9   5.3   5.5   4.7*
Mike & Molly        4.8   4.3   3.9   3.9   4.2   3.8*

Hawaii Five-O (2.9) is down from last several weeks as well (track: 3.4   3.3   3.2  2.7   3.1  3.1   2.9).

ABC  had a mediocre night for most of the evening (Scared Shrekless 1.7, Dancing with the Stars 2.8, Castle 2.9), and it will look even softer in the official nationals when Kansas City’s football numbers are removed.  Dancing has a particularly grim in-season track (4.0   3.3   3.1   3.0   3.3   3.2   2.8).  Last year on this night Dancing scored a 4.0.  Castle’s track (3.2   3.1   2.5   2.1   2.5   2.4   2.9).

FOX is looking really shaky on Monday with Terra Nova at a 2.1 and House down to a 2.5 rating.  Terra Nova this season:  3.1   3.1   2.5   2.8   2.1.  House this season:   3.9   2.7   3.1   2.5.

Viewers are clearly not rock solid in their preferences, Halloween or not.

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.