The May Sweep is almost in the books (official ratings for April 26-May 22 and fast national ratings for May 23), and FOX will finish #1 with the 2.4 rating we expected. ABC closed well in the final few nights as CBS was in full repeat mode — the two networks look to be tied at a 2.0 rating. However, ABC is down much more (-14%) than CBS (-3%) versus last May. NBC looks like it will end the sweep with a 1.6 rating.
MAY SWEEP
Adult 18-49 Rating Live+Same Day
(through 28 of 28 nights)
UNOFFICIAL TALLIES
With all four networks down versus last year and three suffering double-digit declines, it’s a May (and a spring) to forget on the broadcast networks. On to the frivolity of summer reality programming and the massive marketing campaigns for the new fall series.
The May Sweep is an important measurement period because most local TV stations use these ratings for six months to set advertising rates (until the next major sweep in November) — including the rates paid by political candidates in the upcoming election. It is also a very high profile ratings contest because the network performance is scrutinized by advertisers and agencies as the upfront process kicks off in a few weeks to establish advertising rates for next fall’s prime time schedules.
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THE SKED: ABC
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