Families, especially their elders, opted for new over classic.
DEMOGRAPHIC DETAIL: For each broadcast program (or hour segment), the chart below displays preliminary key advertiser demographics (adult 18-34, 18-49 and 25-54 ratings), audience skews (women 18-49, men 18-49 and adults 50+ shares) and total viewership (thousands of people over the age of 2).
Ratings analysis and comparisons follow the chart.
NBC: After an unexceptional 1.1 for MICHAEL BUBLE’S CHRISTMAS IN HOLLYWOOD, the network premiered the original 2-hour movie DOLLY PARTON’S COAT OF MANY COLORS. Its 1.8 18-49 rating was merely solid, but it went toe-to-toe with THE BIG BANG THEORY for total viewers with around 13M. A look at the demographics above shows that it was massively successful with the 50+ audience, earning an 18 share average over its 2 hours. Despite the aged audience, a show like COAT is extremely advertiser-friendly, which can earn it premium prices.
ABC: There was less nostalgia for TOY STORY than the network probably hoped, as a TOY STORY AT 20: TO INFINITY AND BEYOND special scored 0.9, and a rerun of TOY STORY itself wasn’t much better at 1.0. Its 50+ audience was dwarfed almost ten-fold by the NBC movie.
FOX: A pair of BONES episodes were the first to air in 3 weeks at 0.9/1.0, steady with the 1.0 the show rated in mid-November.
CW: After years as the network’s flagship show, THE VAMPIRE DIARIES aired its final currently scheduled Thursday night episode, holding at 0.5 before its move to Fridays in January. It will be joined by spin-off THE ORIGINALS, which was down 0.1 to 0.4.
CBS: NOTE that CBS fast nationals are probably inflated by two major pre-emptions for NFL THURSDAY NIGHT FOOTBALL in Minneapolis-St Paul (WCCO) and Phoenix (KPHO). At the moment, the whole line-up is up, with THE BIG BANG THEORY at 4.0, LIFE IN PIECES at 2.4, MOM at 2.0, 2 BROKE GIRLS at 1.9, and ELEMENTARY at 1.3.
All the networks air their regular Friday line-ups tonight except CW, which has the HOLLYWOOD CHRISTMAS PARADE.
COMPARISONS TO SIMILAR NIGHTS: Preliminary adult 18-49 ratings versus the same night last year and same night last week.
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