Discovery Communications Unveil Programming Initiatives for 2010-11

Friday, April 9, 2010
Prime-Time Metered Market Thursday Ratings:
Ratings Box:
What’s Hot/What’s Not

On the Air This Weekend:
Prime-Time Programming Options 

TV Tidbits:
Notes of Interest
TV Trivia Time:
A Whole Lot of Bull
CBS Sweeps Thursday 
Thursday 4/08/10


CBS    9.4/15
Fox     5.6/ 9
ABC   3.7/ 6
NBC   2.9/ 5
CW     2.1/ 3

-Percent Change From the Year-Ago Evening (Thursday, April 9, 2009):

CW: +40, CBS: +24, ABC: + 9, Fox: + 8, NBC: -45

-Yesterday’s Winners:

Survivor: Heroes vs. Villains (CBS), CSI (CBS), The Mentalist (CBS)


-Honorable Mention:

Bones (Fox)

-Yesterday’s Losers (excluding repeats):
FlashForward (ABC)
-Ratings Breakdown:

CBS swept the Thursday overnight troops, with a first-place finish in every half-hour care of its combination of Survivor: Heroes vs. Villains (7.8 rating/13 share), CSI (9.8/15) and The Mentalist (10.8/18). In the distant No. 2 spot was Fox; followed by ABC, which took a tumble due to repeats of Grey’s Anatomy and Private Practice; NBC, which was also in non-originals (from 8-10 p.m.); and The CW. 


As for Survivor, SPOILER ALERT…if you have not watched yet, avoid this paragraph.  Maybe, I am missing something. Or maybe the editors conveniently left something out. But if Danielle fought with Russell to keep Coach in the game, why did she end up voting for him (and ultimately keeping useless Courtney around?). The villains, no doubt, are toast next week. And chances are the merge will occur when the villains lose again and the contestants are down to 10. With the heroes assuming Russell is now the underdog, the slimy manipulator is going to do exactly what he did last season…get right into the top 2 and blow it by alienating too many people. Great season, but last night was very, very frustrating. 


Second-place Fox was on the 8 p.m. map, as usual, care of underrated Bones at a healthy 6.8/11 in the overnights. But already renewed lead-out Fringe slipped to a 4.4/ 7 (#2) at 9 p.m. despite facing repeats on both ABC and NBC. Comparably, retention for Fringe out of the 8:30 p.m. portion of Bones (7.0/11) was 63 percent. With 24 exiting next month, Fox may want to consider moving Fringe to Monday. 


ABC’s older-skewing FlashForward seems to be inching closer to cancellation, with a distant third-place 4.3/ 7 at 8 p.m. That lead into repeats of aforementioned Grey’s Anatomy (#3: 4.0/ 6) and Private Practice (#3: 3.0/ 5) from 9-11 p.m., which never generate much interest in encore telecasts. 


NBC aired repeats of its 8-10 p.m. sitcom block — Community (#5: 2.2/ 4), Parks and Recreation (#4t, 2.3/ 4), The Office (#4: 3.1/ 5) and 30 Rock (#4: 2.7/ 4), which did not bode well for The Marriage Ref at 10 p.m. The just-renewed hour finished a very distant second behind The Mentalist with a 3.7/ 6 in the overnights. But the growth of 37 percent out of the 30 Rock encore is still a positive worth noting.


Over at The CW was freshman hit The Vampire Diaries (#4: 2.4/ 4) and veteran Supernatural (#5: 1.9/ 3). Both dramas have already been picked up for next season. And there you have it…that is Thursday.

Source: Nielsen Media Research data (R = repeat)

Ratings Box:

-Week of April 5 to-Date:

Based on the live plus same day ratings through Wednesday April 7, Fox is in the lead, followed by CBS, ABC, NBC and, of course, The CW. But with Thursday and Sunday yet to be factored in, expect another week of mixed leadership, with CBS the most watched-network and Fox tops in the key demos.


Here are the results from Monday, April 5 through Wednesday, April 7 in total viewers and adults 18-49:

Total Viewers:

Fox: 14.08 million, CBS: 13.36, ABC: 10.62, NBC: 6.26, CW: 1.62