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State of the Screens

How Much Each Broadcast Net’s TV Ratings Are Down From Last Year — So Far

By February 19, 2018No Comments

Change in average ratings for adults 18–49 (2017 vs. 2017):
1) NBC: 2.4, -8%
CBS: 1.8, -14%
Fox: 1.9, -17%
ABC: 1.6, -16%
The CW: 0.6, -14%

Change in average ratings for all viewers (2017 vs. 2017):
1) CBS: 9.9m, -6%
NBC: 9.0m, -3%
ABC: 6.6m, -9%
Fox: 6.2m, -14%
The CW: 1.8m million, -4%

More. Where TV Ratings Go From Here

Less than 9% of TV households watch one of the 4 major networks on average.

Flashback. Media Use: Smartphones Up, TV Down — With TV Viewers Growing More Selective

% of viewers reached through one primetime spot on each of the big 3 networks:
1) 35 years ago: ≈ 100%
2) Today: 5%

An advertiser would have to buy ads on 135 different TV networks today to equal the reach from major networks 35 years ago!

Buy deep. The audience on TV is massive and it still accounts for 85% of the video spend. Reaching the highest possible % of your audience is going to require a drastically more complex media plan than a few years ago.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.