Fox and CBS Gain Eyes in Week No. 30

August 13, 2009

NEW YORK: Fox had its first prime-time audience uptick of the summer compared to last year. Fox pulled in more eyeballs during prime time during the week ending Aug. 9 compared to last year, according to Wachovia’s weekly “Who’s Watching.” Fox was up 2 percent in all households and 10 percent in the 18-49 demo.

CBS, which has had the most audience growth of the Big Four networks this year, was up 7 percent in prime time for the week and 3 percent in 18-49s, respectively.

Wells Fargo/Wachovia’s ad market update: “The cable upfront is well advanced at this point, and similar to broadcast volumes will probably hold 10 percent point plus of volume for the scatter market, which has improved of late to flattish with 2008 upfront rates. There appears to be some bifurcation in upfront CPMs, with higher-quality networks down in the single digits with lower-quality nets down significantly more.”

-- Disney (ABC): Prime-time average household rating was -9 percent for total HHs and -12 percent for P18-49. season-to-date average audience was -7 percent and -8 percent, respectively.

-- CBS (CBS): PT avg. HH rating was +7 percent for total HHs and +3 percent for P18-49. STD avg. audience was +7 percent and +2 percent, respectively.

-- News Corp (Fox): PT avg. HH rating was +2 percent for total HHs and +10 percent for P18-49. STD avg. audience was -15 percent and -18 percent, respectively.

-- GE (NBC): PT avg. HH rating was -62 percent for total HHs and -70 percent for P18-49. STD avg. audience was -11 percent and -9 percent, respectively.

-- Viacom:
BET
PT avg. audience was +17 percent for P2+ and +0 percent for P25-54. STD avg. audience was +21 percent for P2+ and +24 percent for P25-54.
Comedy Central PT avg. audience was +20 percent for P2+ and +32 percent for P25-54. STD avg. audience was -1 percent and -2 percent, respectively.
MTV PT avg. audience was +15 percent for P2+ and +15 percent for P25-54. STD avg. audience was -20 percent and -11 percent, respectively.
VH1 PT avg. audience was +22 percent for P2+ and +18 percent for P25-54. STD avg. audience was -2 percent and -2 percent, respectively.
Nickelodeon PT avg. audience was +61 percent for P2+ and +66 percent for P2-11. STD avg. audience was +8 percent and +9 percent respectively.

-- Discovery:
Discovery Channel PT avg. audience was -16 percent for P2+ and +55 percent for P25-54. STD avg. audience was +3 percent for P2+ and +6 percent for P25-54.
TLC PT avg. audience was +75 percent for P2+ and +68 percent for P25-54. STD avg. audience was +15 percent and +8 percent, respectively.
Animal Planet PT avg. audience was +4 percent for P2+ and +21 percent for P25-54. STD avg. audience was +6 percent and +17 percent, respectively.

-- Scripps:
HGTV PT avg. audience was +20 percent for P2+ and +17 percent for P25-54. STD PT avg. audience was +2 percent and -1 percent, respectively. STD total day avg. audience was -2 percent for both.
Food Network PT avg. audience was +42 percent for P2+ and +45 percent for P25-54. STD PT avg. audience was +17 percent for P2+ and +16 percent for P25-54. STD total day avg. audience was +11 percent for P2+ and +8 percent for P25-54.

-- Disney:
ESPN PT avg. audience was -18 percent for P2+ and -18 percent for P25-54. STD avg. audience was flat for P2+ and -1 percent for P25-54.
Disney Channel PT avg. audience was +6 percent for P2+ and -1 percent for P2-11. STD avg. audience was -3 percent for P2+ and P2-11.

-- News Corp.:
Fox News Channel
PT avg. audience was +37 percent for P2+ and +45 percent for P25-54. STD avg. audience was +44 percent and +52 percent respectively.
F/X PT avg. audience was +12 percent for P2+ and +15 percent for P25-54. STD avg. audience was +4 percent for P2+ and +6 percent for P25-54.
National Geographic PT avg. audience was +62 percent for P2+ and +51 percent for P25-54. STD avg. audience was +12 percent and +10 percent, respectively. 

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