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[08/12/08 - 11:14 AM]
NBC Dominates the Week of AuG. 4-10, as the 2008 Beijing Summer Games Open with Record Results
NBC spins the numbers for the week of August 4-10.

[via press release from NBC]

NBC DOMINATES THE WEEK OF AUG. 4-10, AS THE 2008 BEIJING SUMMER GAMES OPEN WITH RECORD RESULTS

NBC WINS THE WEEK IN ALL KEY MEASURES, AS THE FIRST THREE NIGHTS OF THE 2008 SUMMER GAMES DELIVER NBC'S HIGHEST WEEKLONG RESULTS SINCE FEBRUARY 2006

EXCLUDING WEEKS WITH SEVEN FULL NIGHTS OF OLYMPICS COVERAGE, NBC DELIVERS ITS BIGGEST WINNING MARGINS IN PEOPLE METER HISTORY

NBC'S THREE NIGHTS OF OLYMPICS COVERAGE TAKE THE GOLD, SILVER AND BRONZE FOR THE WEEK IN ALL KEY MEASURES

THROUGH THE FIRST THREE DAYS, 143 MILLION VIEWERS HAVE WATCHED THE BEIJING OLYMPICS ON THE NETWORKS OF NBC UNIVERSAL

NBC DELIVERS THE MOST-WATCHED OPENING CEREMONY EVER FOR A NON-U.S. SUMMER OLYMPICS, AND NBC'S MOST-WATCHED NIGHT SINCE THE 2004 'FRIENDS' FINALE

IN 18-49, THE OPENING-CEREMONY COVERAGE PRODUCES NBC'S LARGEST MARGIN OF VICTORY OVER ABC, CBS AND FOX COMBINED IN MORE THAN 10 YEARS, SINCE THE NIGHT OF THE 'SEINFELD' FINALE

'AMERICA'S GOT TALENT' IS THE #1 ENTERTAINMENT PROGRAM OF THE WEEK IN 18-49 AND TOTAL VIEWERS BEHIND ONLY NBC'S OLYMPICS COVERAGE

BURBANK, Calif. � August 12, 2008 � Paced by three nights of record-setting Olympics coverage, NBC ranked #1 in all key measures for the week of August 4-10, averaging a 5.6 rating, 17 share in adults 18-49 and 17.7 million viewers overall, according to in-home viewing figures from Nielsen Media Research.

NBC's average 17.7 million viewers overall for the week is the highest for any network since Fox's Super Bowl week (January 28-February 3, 2008) and highest for NBC since the week of February 20-26, 2006 during the Torino Winter Games. NBC's 5.6 rating in adults 18-49 is also the network's best average since February 20-26, 2006.

The average of 17.7 million viewers overall for NBC last week is the highest for any network outside the traditional September-to-May season since the week of August 23-29, 2004 during the Athens Summer Games.

NBC won the week by a 211 percent advantage over second place in both total viewers (17.7 million vs. 5.7 million for CBS) and adults 18-49 (5.6 vs. 1.8 for Fox). In both cases, this represents NBC's biggest margin of victory since the week of August 16-22, 2004 during the Athens Summer Games.

Excluding weeks with a full seven nights of Olympics coverage, NBC's 211 percent margins in total viewers and adults 18-49 are NBC's biggest in the history of Nielsen's People Meter sample (which dates back to September 1987). Also excluding weeks with a full seven nights of Olympics coverage, NBC's 17.7 million average last week in total viewers is the network's highest outside the traditional September-to-May season since the week of July 15-21, 1996 during the Atlanta Summer Games.

NBC's three nights of Olympics coverage on Friday, Saturday and Sunday took the gold, silver and bronze in the weekly program rankings. In adults 18-49, Sunday's Olympics coverage ranked #1 among all programs, Friday was #2 and Saturday was #3. In total viewers, NBC's coverage of the Beijing Olympics Opening Ceremony on Friday ranked #1 among all programs this week, with Sunday's Olympics coverage ranking #2 and Saturday #3.

Tuesday's "America's Got Talent" was the #1 entertainment program of the week in both adults 18-49 and total viewers, ranking #4 overall behind only NBC's Olympics coverage. With an average 12.6 million viewers, "Talent" attracted the biggest audience of the week for any non-Olympic telecast. In its eight weeks on the air so far this summer, "America's Got Talent" has now delivered the eight most-watched primetime telecasts in total viewers on any network since the May 29 season finale of "Lost" (excluding sports telecasts).

NBC's average 35.7 million viewers in primetime Friday for the Beijing Olympics Opening Ceremony marks the biggest primetime viewership for any network on any night since the Super Bowl (February 3). For NBC, it marks the network's most-watched primetime night since Thursday, May 6, 2004 (the night of the "Friends" series finale). This was the most-watched opening ceremony ever for a non-U.S. Summer Olympics.

Through the first three days (Friday-Sunday), an estimated 143 million viewers have watched the Beijing Summer Olympics on the networks of NBC Universal, 17 million more than watched the first three days of the 2004 Athens Games (126 million). NBC's Beijing Olympics three-day average viewership is 30.4 million, 6 million more than Athens in 2004 (24.0 million).

Primetime averages for the week of August 4-10 in adults 18-49 were NBC (5.6/17), Fox (1.8/6), CBS (1.5/5), Univision (1.4/4), ABC (1.2/4), CW (0.5/2) and Telemundo (0.5/1). In overall total viewers the weekly averages were NBC (17.7 million), CBS (5.7 million), Fox (5.0 million), ABC (3.7 million), Univision (3.3 million), CW (1.5 million) and Telemundo (1.0 million).

Through 46 weeks of the 2007-08 season, Fox leads in primetime's key demographic of adults 18-49, while the race for #2 remains close, with only 0.1 of a rating point separating ABC, CBS and NBC. Season-to-date averages in adults 18-49 for the period September 24, 2007 through August 10, 2008 are Fox (3.8/11), ABC (2.7/8), CBS (2.7/7), NBC (2.6/7), Univision (1.5/4), CW (1.0/3) and Telemundo (0.4/1).

NBC is the only major network that has not seen its audience get significantly older this season versus last and it is now the "second-youngest" of the major broadcast networks. Through the first 46 weeks of the 2007-08 season, NBC is running within 0.4 years of its median age from the prior season (48.8 years this season vs. 48.4 years last season). In this same comparison, ABC's median age has increased by 1.8 years (to 48.9 from 47.1 years old at this point last season), CBS's median age has increased by 0.9 years (to 53.3 from 52.4) and Fox's median age has increased by 1.4 years (to 43.9 from 42.5).

NBC highlights for the week of August 4-10:

* On Friday, with an average 35.7 million viewers in primetime, NBC's coverage of the Opening Ceremony of the 2008 Beijing Summer Olympics becomes the most-watched opening ceremony ever for a non-U.S. Summer Olympics.

* On Friday, NBC topped ABC, CBS and Fox combined by 259 percent in adults 18-49, NBC's largest margin of victory on any night of the week since the night of the "Seinfeld" series finale more than 10 years ago. In total viewers, it was NBC's biggest margin of victory on any night of the week in the history of the Nielsen People Meter over the other three major broadcast networks combined.

* In total viewers, NBC's Friday coverage topped the combined audience of the next 23 ad-supported English-language networks on broadcast and cable.

* On Sunday, NBC's Olympics coverage delivered the best Sunday primetime performance for any network in 18-49 and total viewers since February 3, 2008, when Fox aired the Super Bowl. It was NBC's best Sunday primetime performance since February 24, 2002 (Salt Lake City Olympics).

* On Saturday, NBC's Olympics coverage posted the top Saturday primetime performance for any network in total viewers and adults 18-49 since January 12, 2008 (CBS, NFL AFC Divisional Playoffs).

* On Tuesday, a two-hour "America's Got Talent" was the #1 program on television that night in adults 18-49, total viewers and other key measures. "Talent" dominated its Tuesday time period in every key ratings measure � adults, men and women 18-34, 18-49 and 25-54, as well as teens 12-17, kids 2-11 and total viewers.

* From its first half-hour to its fourth, "Talent" increased by 33 percent in 18-49 rating and by 45 percent or 1.7 million persons in total viewers. In the 10-11 p.m. ET hour, "Talent" outscored the ABC-CBS competition combined in adults 18-49, total viewers and other key ratings measures

* NBC won Tuesday night in adults 18-49 and total viewers, marking the network's first Tuesday win in the demo since January 8 and its seventh victory in total viewers over the last eight Tuesdays.

* On Monday, the season finale of "American Gladiators" scored the show's highest results in both adults 18-49 and total viewers since June 9, while the season finale of "Nashville Star" matched the show's highest 18-49 rating and delivered its biggest overall audience since that same date.

* On Thursday, a special 90-minute edition of "America's Got Talent" delivered NBC's highest 18-49 rating in the time period since May 22 and biggest overall viewership since May 15, despite being cleared in only 90 percent of the country due to pre-emptions for NFL coverage. In its final hour from 10-11 p.m., "Talent" ranked #1 in all key ratings measures, topping ABC's "Hopkins" and CBS's "Flashpoint."

Ratings reflect "live plus same day" data unless otherwise noted. Season-to-date figures are averages of "live plus seven day" data except for the two most recent weeks, which are "live plus same day."

Additional NBC highlights for the week of August 4-10:

On Monday, August 4 from 8-10 p.m. ET, the season finale of "American Gladiators" (2.0 rating, 6 share in adults 18-49, 5.4 million viewers overall) scored the show's highest 18-49 rating and total viewer result since June 9. "American Gladiators" ranked #2 in its time period in adults 18-49 and #1 in adults 18-34 (tied) and men 18-34.

"American Gladiators" outscored ABC's first-run reality competition in the time period, "High School Musical: Get in the Picture" and "Wanna Bet," in all key ratings categories, more than doubling that competition in adults 18-49, adults 25-54, adults 18-34 and teens.

Monday from 10-11 p.m. ET, the season finale of "Nashville Star" (1.8/5 in 18-49, 6.2 million viewers overall) matched the show's highest 18-49 rating and attracted its biggest overall viewership since its premiere on June 9. Versus the prior week, it was up 13 percent in 18-49 rating (1.8 vs. 1.6).

"Nashville Star" ranked #2 in its time period in adults 18-49 and #1 in adults 18-34 (tied) and men 18-34. "Star" topped its first-run slot competitor "The Mole" in all key measures, doubling it in total viewers.

On Tuesday, August 5, the 9-11 p.m. ET telecast of "America's Got Talent" (3.5/10 in 18-49, 12.6 million viewers overall) was the #1 program on television for the night in adults 18-49, total viewers and other key measures. "Talent" outscored the #2 show of the night in adults 18-49, ABC's "Wipeout" recap episode (a 2.8/9 from 8-9 p.m.), by 25 percent and topped its closest rival for the night in total viewers, CBS's "NCIS" encore (8.7 million viewers overall from 8-9 p.m.), by 45 percent or 3.9 million viewers.

"America's Got Talent" ranked #1 in its time period in every key ratings measure � adults, men and women 18-34, 18-49 and 25-54, as well as teens 12-17, kids 2-11 and total viewers.

From its first half-hour to its fourth, "Talent" increased by 33 percent in 18-49 rating (to a 4.0/11 from a 3.0/9) and by 45 percent or 1.7 million persons in total viewers (to 13.8 million from 12.5 million). In the 10-11 p.m. ET hour, "Talent" outscored the ABC-CBS competition combined in adults 18-49, total viewers and other key ratings measures.

Tuesday, from 8-9 p.m. ET, an encore telecast of "Celebrity Family Feud" averaged 1.5/5 in 18-49 and 6.1 million viewers overall.

NBC won Tuesday night in adults 18-49 and total viewers, marking the network's first Tuesday win in the demo since January 8 and its seventh total-viewer victory in the last eight Tuesdays.

On Wednesday, August 6 from 8-9 p.m., an encore telecast of "America's Got Talent" averaged a 1.3/4 in 18-49 and 5.2 million viewers overall. From 9-10 p.m., the interactive town hall special, "The Baby Borrowers: Lessons Learned" averaged a 1.2/3 in 18-49 and 3.3 million viewers overall. From 10-11 p.m., an encore telecast of "Law & Order" averaged a 1.2/3 in 18-49 and 4.3 million viewers overall.

On Thursday, August 7 from 8-9:30 p.m. ET, the season finale of "Last Comic Standing" averaged a 1.6/5 in 18-49 and 4.6 million viewers overall. "Last Comic," which was cleared in 90 percent of the country due to pre-emptions for NFL pre-season coverage, ranked #2 in its time period in adults 18-34 and all key adult-male demos.

Thursday from 9:30-11 p.m. ET, a special 90-minute Thursday edition of "America's Got Talent" (2.3/7 in 18-49, 7.6 million viewers overall) delivered NBC's highest 18-49 rating in this time period since May 22 and biggest overall viewership since May 15, despite being cleared in only 90 percent of the country due to pre-emptions for NFL coverage. In its final hour from 10-11 p.m., "Talent" finished #1 in adults 18-49, total viewers and all key ratings categories, topping first-run episodes of ABC's "Hopkins" and CBS's "Flashpoint."

On Friday, August 8, NBC's primetime coverage of the Opening Ceremony of the 2008 Summer Olympic Games averaged a 10.4/32 in adults 18-49, 35.7 million viewers overall and a 19.2/34 household rating/share from 8-11 p.m. ET. For its full duration from 8-11:19 p.m. ET, coverage of the Olympics Opening Ceremony averaged a 10.3/32 in 18-49, 34.9 million viewers overall and an 18.8/34 household rating/share. Versus the Athens Summer Games, Friday's coverage was up 37 percent in total viewers (34.9 million vs. 25.4 million) and 29 percent in 18-49 (10.3 vs. 8.0).

NBC's average 35.7 million viewers in primetime Friday marks the biggest primetime viewership for any network on any night since the Super Bowl (February 3). For NBC, it marks the network's most-watched primetime night since Thursday, May 6, 2004 (the night of the "Friends" series finale). The 35.7 million also topped the combined audiences of the next 23 top-scoring ad-supported English-language networks on broadcast and cable. This was the most-watched opening ceremony ever for a non-U.S. Summer Olympics.

NBC's coverage of the 2008 Beijing Olympics Opening Ceremony dominated the primetime landscape. In adults 18-49, NBC topped ABC, CBS and Fox combined by 259 percent (10.4 vs. a 2.9 in 18-49 for ABC-CBS-Fox combined). This is NBC's widest margin of victory over the other three major broadcast networks on any night of the week in more than 10 years, since the night of the "Seinfeld" series finale on May 14, 1998.

In total viewers, NBC (35.7 million) beat ABC, CBS and Fox combined (8.5 million) by 320 percent, NBC's widest margin of victory on any night of the week in total viewers in the history of Nielsen's People Meter

On Saturday, August 9, NBC's primetime coverage of the 2008 Beijing Olympics averaged a 7.8/26 in adults 18-49, 24.4 million viewers overall and a 14.0/26 household rating/share from 8:30-11 p.m. ET. For its full duration from 8:30-11:49 p.m., NBC's Saturday coverage of the Olympics averaged an 8.0/27 in adults 18-49, 24.1 million viewers overall and a 13.9/27 household rating/share. Versus the Athens Summer Games, Saturday's coverage was up 21 percent in total viewers (24.1 million vs. 19.8 million) and 16 percent in 18-49 (8.0 vs. 6.9).

This marks the best Saturday primetime performance for any network in total viewers and adults 18-49 since January 12, 2008 (CBS, NFL AFC Divisional Playoffs).

On Sunday, August 10, NBC's primetime coverage of the 2008 Beijing Olympics averaged an 11.2/31 in adults 18-49, 33.0 million viewers overall and an 18.4/31 household rating/share from 7-11 p.m. ET. For its full duration from7-11:42 p.m., NBC's Sunday coverage of the 2008 Beijing Olympics averaged an 11.2/31 in adults 18-49, 32.3 million viewers overall and an 18.1/31 household rating/share. Versus the Athens Summer Games, Sunday's coverage was up 25 percent in total viewers (32.3 million vs. 25.8 million) and 14 percent in 18-49 (11.2 vs. 9.8).

This marks the best Sunday primetime performance for any network in 18-49 and total viewers since February 3, 2008, when Fox aired the Super Bowl, and NBC's best Sunday primetime performance since February 24, 2002 (Salt Lake City Olympics).





  [august 2008]  
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· AMERICAN GLADIATORS (NBC)
· AMERICA'S GOT TALENT (NBC)
· BABY BORROWERS, THE (NBC)
· CELEBRITY FAMILY FEUD (NBC)
· FLASHPOINT (ION)
· FRIENDS (NBC)
· HIGH SCHOOL MUSICAL: GET IN THE PICTURE (ABC)
· HOPKINS 24/7 (ABC)
· LAST COMIC STANDING (NBC)
· LAW & ORDER (NBC)
· LOST (ABC)
· MOLE, THE (ABC)
· NASHVILLE STAR (NBC)
· NCIS (CBS)
· WANNA BET? (ABC)
· WIPEOUT (ABC)









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