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CBS WINS A MILESTONE PREMIERE WEEK BY THE GREATEST MARGIN
September 28, 2004
CBS WINS A MILESTONE PREMIERE WEEK BY THE GREATEST MARGIN OF ANY NETWORK SINCE 1989
CBS Wins Premiere Week in Viewers, Households, Adults 18-49 and Adults 25-54
CBS Is The Only Major Network To Posts Premiere Week to Premiere Week Increases in Key Demographics With Gains of +15% in Adults 18-49, +6% in Adults 25-54 and +22% in Adults 18-34
CBS Wins Five Nights
"CSI" Is The Week's Top Program in Viewers, Adults 18-49 and Adults 25-54
CBS Has Five of the Top 6 Programs in Viewers and Adults 25-54 and Five of the Top 10 in Adults 18-49
CBS's Median Age Declines By 3.9 Years Versus Premiere Week Last Season
CBS Wins The First Thursday of the Season In Viewers For the First Time Since People Meters and In Adults 18-49 For the First Time Since 1990
"Without a Trace" Becomes The First Drama Ever to Beat An Original Episode of "ER" In Viewers
In a historic week of milestones, CBS won premiere week in adults 18-49, adults 25-54 and in viewers by the largest margin by any network since the 1989, according to Nielsen ratings for the week ending Sept. 26, week one of the 2004-2005 season.
The week's victory in viewers, CBS's fourth premiere week win in the past five years, marks the largest margin of victory of any network in households (+1.8) since 1991 (when CBS won by +2.1) and in viewers (+2.97m) since 1989 (when NBC won by +5.28m).
This is CBS's first premiere week win in adults 18-49 and adults 25-54 since the atypical 2000 premiere week win (when it was delayed until the first week of October by the Olympics and included a Presidential Debate, a Vice Presidential Debate and several primetime baseball games). CBS last won premiere week in 1991 prior to 2000 in these key demos.
Among viewers, CBS was first or second every night last week. CBS won Monday, Tuesday, Wednesday, Thursday and Friday, placing second on Saturday and Sunday. ?
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CBS Television...2
In viewers for the week, CBS (13.58m) easily outpaced NBC (10.61m), ABC (10.00m) and FOX (5.36m).
In households, CBS (8.9/15) enjoyed a +25% advantage over NBC (7.1/12), +35% over ABC (6.6/11) and +147% over FOX (3.6/06).
? CBS was first in adults 25-54 (5.4/14, the demographic most important to advertisers*), women 25-54 (6.7/16), men 25-54 (4.1/11) and adults 18-49 (4.5/13). Compared to premiere week in 2003, CBS was up +6% in adults 25-54, +14% in women 25-54, +15% in adults 18-49 and down -4% in households. CBS finished second in adults 18-34 (3.3/10) up +22% from last year while first place NBC (3.6/11) was down -18%.
CBS was the only major network to post premiere week to premiere week increases in adults 18-49 (+15%), adults 25-54 (+6%) and adults 18-34 (+22%). NBC was down -15% in households, -19% in adults 25-54 and -20% in adults 18-49 compared to premiere week last year. Compared to premiere week last year, ABC was down -6% in households, -9% in adults 25-54 and -5% in adults 18-49. FOX was off -8% in households, -4% in adults 25-54 and -12% in adults 18-49 compared to the same week last year.
CBS's median age declined by 3.9 years (50 vs. 53.9) from premiere week last year. ?
In addition to winning five nights in viewers (Monday, Tuesday, Wednesday, Thursday and Friday), CBS had five of the six most watched programs of the week (CSI, CSI: MIAMI, WITHOUT A TRACE, CSI: NY and SURVIVOR: VANUATU), five of the top six in adults 25-54 (CSI, CSI: MIAMI, WITHOUT A TRACE, SURVIVOR: VANUATU and CSI: NY) and five of the top 10 in adults 18-49 (CSI, CSI: MIAMI, SURVIVOR: VANUATU, WITHOUT A TRACE and CSI: NY).
? LISTEN UP (P) was first in households (7.8/12), viewers (11.75m), second in adults 25-54 (4.6/11) and adults 18-49 (3.6/10).
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? EVERYBODY LOVES RAYMOND (P) was first in households (12.0/19), viewers (17.99m), adults 25-54 (7.5/17), and second in adults 18-49 (5.9/15), behind football.
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? TWO AND A HALF MEN (P) was first from 9:30-10:00PM in women 25-54 (8.8/19), second in households (11.1/16), viewers (16.44m), adults 25-54 (7.1/15) and adults 18-49 (5.5/13) - all behind football. TWO AND A HALF MEN retained 93% of its RAYMOND lead-in in adults 18-49 and 95% of adults 25-54.
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? CSI: MIAMI (P) was first in households (14.9/24), viewers (22.46m), adults 25-54 (10.1/23) and tied for first in adults 18-49 (8.1/20, with ABC).
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CBS Television...3
Tuesday, CBS was first in households (7.7/12), viewers (12.08m), adults 25-54 (5.7/14), adults 18-49 (5.1/14) and adults 18-34 (4.4/13). This is CBS's first premiere Tuesday win in viewers since 2002, in adults 18-49 and adults 25-54 since 1990 and in adults 18-34 since the advent of people meters. CBS won every half-hour in adults 18-34, adults 18-49 and adults 25-54.
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BIG BROTHER 5 FINALE was first in households (6.8/11), viewers (10.54m), adults 25-54 (4.7/13) and adults 18-49 (4.2/13).
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THE AMAZING RACE 5 was first in households (8.2/13), viewers (12.85m), adults 25-54 (6.2/14), adults 18-49 (5.6/14) and adults 18-34 (4.9/14). THE AMAZING RACE 5 was the night's top rated program in adults 18-34, adults 18-49 and adults 25-54.
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THE AMAZING RACE 5 finale scored the best household performance ever for a regularly scheduled episode of THE AMAZING RACE, second best viewer delivery (behind a 3/20/02 broadcast that had a SURVIVOR lead-in), matches the second best adults 18-34 and adults 25-54 delivery (behind the 3/20/02 broadcast and matching a 3/13/02 episode which also had a SURVIVOR lead-in) and the third best adults 18-49 delivery (behind the two SURVIVOR lead-in driven March 2002 episodes).
? DR. PHIL PRIMETIME SPECIAL: FAMILY FIRST (S) (9.0/14, 13.08m viewers), was first in households (9.0/14), women 25-54 (7.4/17), second in adults 25-54 (5.3/13) and adults 18-49 (4.7/13).
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CSI: NY (P) was first in households (12.4/20), viewers (19.26m), adults 25-54 (8.4/20), adults 18-49 (7.1/19) and adults 18-34 (5.1/15). CSI: NY was the night's top rated program in adults 18-34 (tied with the 9PM "Law & Order" episode), adults 18-49 and adults 25-54 and the night's most watched program.
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-- CSI topped NBC's "Law & Order" premiere by +18% in households (vs. 10.5/17), +13% in adults 18-34 (vs. 4.5/13), +29% in adults 18-49 (vs. 5.5/14), +25% in adults 25-54 (vs. 6.7/16) and by +3.87m viewers (vs. 15.39m). This is CBS's largest margin of victory with a regularly scheduled program against a first run "Law & Order" in the time slot in households since 1/12/00 (CBS WEDNESDAY MOVIE "A Father's Choice") and viewers, adults 18-49 and adults 25-54 since 5/14/97 (CBS WEDNESDAY MOVIE "Mario Puzo's The Last Don" part 3 of 3).
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CBS Television...4
On Thursday, CBS was first in households (14.6/23), viewers (23.79m), adults 25-54 (10.4/25), women 25-54 (12.0/27), men 25-54 (8.8/22), adults 18-49 (8.8/23), adults 35-64 (12.1/27) and second in adults 18-34 (6.7/19). This is CBS's first premiere Thursday win in households and viewers since the advent of people meters and the first win in adults 18-49 and adults 25-54 since 1990 (the two hour premiere of THE FLASH/KNOTS LANDING). Compared to the same night last year, CBS was up +7% in households, +11% in adults 25-54, +12% in women 25-54, +10% in men 25-54, +16% in adults 18-49 and +20% in adults 18-34.
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? SURVIVOR: VANUATU (P) was won its time period in households (11.7/19), viewers (19.14m), adults 25-54 (8.6/22) and adults 18-49 (7.5/22). SURVIVOR: VANUATU beat "Joey" in the 8:00-8:30 PM time slot in households (11.1/16 vs. 9.6/16, +16%), adults 18-49 (6.9/21 vs. 6.4/20, +8%), adults 25-54 (7.9/22 vs. 7.2/20, +10%) and had a +3.13m viewer advantage (18.00m vs. 14.87m). This is the second consecutive week where SURVIVOR: VANUATU beat "Joey" in households, viewers and key demos.
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? CSI: CRIME SCENE INVESTIGATION (P) (9:00-10:01PM) was first in households (18.5/28), viewers (30.57m), adults 25-54 (13.7/30), adults 18-49 (11.4/28) and tied for first in adults 18-34 (8.3/23, with NBC). This is CSI: CRIME SCENE INVESTIGATION's best delivery in households and viewers since 2/19/04, in adults 18-34 since 2/20/03, in adults 18-49 since 11/14/02 and in adults 25-54 since 10/17/02. This also matches the second best adults 25-54 delivery ever.
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--CSI: CRIME SCENE INVESTIGATION beat NBC, ABC and FOX combined in viewers (30.57m vs. 26.41m, +16%), adults 25-54 (13.7 vs. 12.1, +13%) and was close in adults 18-49 (11.4 vs. 11.6 for the three other networks combined).
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? WITHOUT A TRACE (P) (10:01-11:00PM) was first in households (13.6/22), viewers (21.51m), second in adults 25-54 (8.9/21), adults 18-49 (7.4/19) and adults 18-34 (5.7/16). WITHOUT A TRACE beat "ER" in both half-hours in both households and viewers. This is also the closest competitive position ever for a WITHOUT A TRACE first run episode against a first run "ER" in both adults 18-49 and adults 25-54. WITHOUT A TRACE posted its best delivery in households, viewers, adults 18-34, adults 18-49 and adults 25-54 ever.
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CBS top programs of the week: #1 CSI: CRIME SCENE INVESTIGATION (P) (an average of 30.57m viewers), #2 CSI: MIAMI (P) (22.46m), #3 WITHOUT A TRACE (P) (21.51m), #5 CSI: NY (P) (19.26m), #6 SURVIVOR: VANUATU (P) (19.14m), #10 EVERYBODY LOVES RAYMOND (P) (17.99m), #11 TWO AND A HALF MEN (P) (16.44m), #19 CBS SUNDAY MOVIE "Revenge of the Middle Aged Woman" (P) (13.77m), #20 DR. PHIL'S PRIMETIME SPECIAL: FAMILY FIRST (P) (13.08m), #21 THE AMAZING RACE 5 (12.85m), #25 LISTEN UP (11.75m), #26 60 MINUTES (P) (11.21m) and #27 STILL STANDING (11.11m).
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CBS Television...5
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NATIONAL NIELSEN SUMMARY - PRIMETIME
Week #1 of 2004-05 Season (ending: 09/26/04)
2004-05 2003-04 HOUSEHOLDS
Rtg Sh Rtg Sh Chg
CBS 8.9 15 9.3 15 -4%
NBC 7.1 12 8.4 14 -15%
ABC 6.6 11 7.0 12 -6%
FOX 3.6 6 3.9 6 -8%
WB 2.8 4 2.6 4 +8%
UPN 2.2 4 2.3 4 -4%
VIEWERS
(000) (000) Chg
CBS 13,575 14,000 -3%
NBC 10,611 12,572 -16%
ABC 9,997 10,596 -6%
FOX 5,363 5,974 -10%
WB 4,242 4,008 +6%
UPN 3,108 3,448 -10%
A25-54 (30%)
Rtg Sh Rtg Sh Chg
CBS 5.4 14 5.1 13 +6%
NBC 4.7 12 5.8 14 -19%
ABC 4.3 11 4.7 12 -9%
FOX 2.4 6 2.5 6 -4%
WB 1.7 4 1.5 4 +13%
UPN 1.3 3 1.5 4 -13%
A18-49 (21%)
Rtg Sh Rtg Sh Chg
CBS 4.5 13 3.9 11 +15%
NBC 4.1 12 5.1 14 -20%
ABC 3.9 11 4.1 12 -5%
FOX 2.3 7 2.6 7 -12%
WB 1.8 5 1.5 4 +20%
UPN 1.3 4 1.5 4 -13%
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CBS Television...6
A18-34 (17%)
Rtg Sh Rtg Sh Chg
CBS 3.3 10 2.7 9 +22%
NBC 3.6 11 4.4 14 -18%
ABC 3.1 10 3.4 11 -9%
FOX 2.3 8 2.8 9 -18%
WB 1.9 6 1.7 5 +12%
UPN 1.4 4 1.6 5 -13%
Note: ( ) = "Percent of Ad Target" based on an Insight Express/Mediapost on-line survey conducted in Summer 2003. Sample consisted of over 1,000 Advertisers, Advertisers and Ad Agency execs directly involved in network television buying and planning processes.
National Nielsen Ratings: PRIMETIME - WEEKLY RANK for Demographic: PER2+ for 09/20/04 - 09/26/04
Persons 2+ (000)
1 CSI: CRIME SCENE INVESTIGATION (P) CBS 30,572
2 CSI: MIAMI (P) CBS 22,455
3 WITHOUT A TRACE (P) CBS 21,512
4 E.R. (P) NBC 19,691
5 CSI: NY (P) CBS 19,258
6 SURVIVOR: VANUATU (P) CBS 19,136
7 Law & Order 9/22 (S) NBC 18,862
8 NFL Monday Night Football ABC 18,811
Minnesota @ Philadelphia
9 Lost (P) ABC 18,653
10 EVERYBODY LOVES RAYMOND (P) CBS 17,987
11 TWO AND A HALF MEN (P) CBS 16,441
12 Extreme Makeover:Hm Ed-8P (P) ABC 16,428
13 Apprentice 2 NBC 15,881
14 Law & Order (P) NBC 15,390
15 Will & Grace NBC 15,321
16 Joey NBC 14,865
17 Law & Order:SVU (P) NBC 14,201
18 NFL Monday Pre-Kick ABC 13,911
19 CBS SUNDAY MOVIE: (P) CBS 13,767
"Revenge Of Middle Aged Woman"
20 DR. PHIL PRIMETIME SPCL (S) CBS 13,083
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CBS Television...7
National Nielsen Ratings: PRIMETIME - WEEKLY RANK for Demographic: A2554 for 09/20/04 - 09/26/04
Adults 25-54 Rating
1 CSI (P) CBS 13.7
2 E.R. (P) NBC 10.5
3 CSI: MIAMI (P) CBS 10.1
4 WITHOUT A TRACE (P) CBS 8.9
5 SURVIVOR: VANUATU (P) CBS 8.6
6 CSI: NY (P) CBS 8.4
6 NFL Monday Night Football ABC 8.4
Minnesota @ Philadelphia
8 Apprentice 2 NBC 8.2
8 Lost (P) ABC 8.2
10 Will & Grace NBC 7.8
10 Law & Order 9/22 (S) NBC 7.8
12 EVERYBODY LOVES RAYMOND (P) CBS 7.5
13 Joey NBC 7.2
14 Extreme Makeover:Hm Ed-8P (P) ABC 7.1
14 TWO AND A HALF MEN (P) CBS 7.1
16 Law & Order (P) NBC 6.7
17 AMAZING RACE: 5 CBS 6.2
17 NFL Monday Pre-Kick ABC 6.2
19 Law & Order: SVU (P) NBC 6.0
20 Crossing Jordan (P) NBC 5.8
National Nielsen Ratings: PRIMETIME - WEEKLY RANK for Demographic: A1849 for 09/20/04 - 09/26/04
Adults 18-49 Rating
1 CSI (P) CBS 11.4
2 E.R. (P) NBC 9.8
3 CSI: MIAMI (P) CBS 8.1
4 Apprentice 2 NBC 8.0
4 NFL Monday Night Football ABC 8.0
Minnesota @ Philadelphia
6 SURVIVOR: VANUATU (P) CBS 7.5
7 WITHOUT A TRACE (P) CBS 7.4
8 CSI: NY (P) CBS 7.1
8 Will & Grace NBC 7.1
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10 Extreme Makeover: Hm Ed-8P (P) ABC 6.9 11 Lost (P) ABC 6.8 12 Joey NBC 6.4 12 Law & Order 9/22 (S) NBC 6.4 14 EVERYBODY LOVES RAYMOND (P) CBS 5.9 15 AMAZING RACE: 5 CBS 5.6 15 NFL Monday Pre-Kick ABC 5.6 17 TWO AND A HALF MEN (P) CBS 5.5 17 Law & Order (P) NBC 5.5 19 Law & Order: SVU (P) NBC 5.3 20 Wife Swap Sp-9/26 (S) ABC 5.2 # # # Press Contact: Ed Harrison 323/575-4254 ed.harrison@tvc.cbs.com Jeremy Murphy 212/975-4577 jeremy.murphy@cbs.com
