HOLLYWOOD -- A semblance of regular programming has returned to the broadcast nets, but the onset of war made for some choppy viewing patterns last week.
In an extremely atypical March 17-23 frame, each of the networks delivered different amounts of "sustained" news coverage (ad-free, and thus not rated), as they sought to balance the public's need for the latest war news with their own need to generate advertising revenue from entertainment and sports programs.
From a purely selfish standpoint, the nets must be privately grateful that this news preemption is coming during a rather slow viewing period -- between sweeps -- and when most of the biggest series are in repeat mode. There were no original episodes last week, for example, of "Friends," "CSI" or the "Law & Order" franchise.
Regular programming
Still, "American Idol" and "Survivor" went on -- opposite each other on Wednesday -- as did the Academy Awards on ABC and the NCAA men's basketball tourney on CBS. The latter two saw their audience decline year-to-year by more than 20%.
And several original programs, reality and otherwise, have been affected by the unpredictable viewing habits of Americans and the herky-jerky scheduling necessitated by war coverage.
ABC has pulled two unscripted skeins, "The Family" and "Profiles From the Front Line," and is skedding a two-hour finale of another, "Are You Hot?," for a Saturday in April.
Premiere of NBC's revamped Friday, featuring the unscripted "Most Talented Kid in America" and a new night for drama "Ed," was pushed back a week. And the finale of CBS' live "Star Search" was halted midway by news coverage and will air in some form next week.
The WB's unscripted/improv comedy "On the Spot" bowed Thursday to solid numbers, retaining 95% of its 18-34 lead-in from "The Jamie Kennedy Experiment" (1.8/5 vs. 1.9/5). Frog is also bowing a new drama, "Black Sash," this Sunday.
Despite a 21% year-to-year drop-off, ABC's coverage of the Oscars ranked as the week's No. 1 program in adults 18-49 (12.5/30) and total viewers (30.04 million).
This helped ABC prevail for the week over second-place Fox in adults 18-49 (5.0 to 4.4). Fox moved ahead in adults 18-34 and has now won eight straight weeks by this measure.
NBC was the most-watched net overall, averaging 12.4 million viewers for its ad-supported programs.
As for the Oscarcast, while it averaged 8 million fewer viewers than the previous year, the leading cable news nets covering the war on the night (Fox News Channel, CNN and MSNBC) combined for roughly 13 million viewers -- four times their usual turnout. And the kudocast still managed to outrate its combined major-net competition.
A two-hour edition of Fox's "American Idol" on Tuesday (10.0/25 in A18-49) also topped its combined major-net competish across the board in key demos, while Wednesday's hourlong seg (7.9/19 in A18-49, 17.19 million viewers) beat head-to-head a special "Survivor" (6.1/14 in A18-49, 16.42m).
Kicking off
On Wednesday, when U.S.-led forces began military action in Iraq, news coverage of events attracted an average of 70.14 million viewers on eight broadcast and cable news outlets from 9:30-11 p.m. ET. While not officially part of the nightly ratings because it was not ad-supported, NBC led the way among the broadcasters and Fox News among cablers.
On Thursday, ABC's three hours of sustained coverage led the news nets with 10.8 million, followed by cable's Fox News (6.2 million), the Fox broadcast network (5.4 million), CNN (5.0 million), MSNBC (2.3 million) and CNBC (629,000). But NBC (13.6 million) topped them all with its two-hour ad-supported comedy block (13.8 million, 6.6/16 in adults 18-49) and a 10 o'clock "Dateline" spec that aired void of advertising (13.1 million).
Friday saw more of the same, with the four cablers combining for 12.9 million viewers in primetime. And, in a sign that the viewing habits of toddlers haven't been affected much, Nickelodeon's "SpongeBob SquarePants" was the night's most-watched cable program with segs at 9:30 (7.63 million) and 9 (7.05m).
NBC took control of Saturday with a sustained "Dateline" at 8 and a pair of "Law & Order" repeats, edging out Fox's regulars in adults 18-49.
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On Monday of the current week, NBC led the way behind an original "Fear Factor" (6.2/16 in A18-49) and the "Miss USA" pageant (4.6/11), which was up 57% vs. its airing last year on CBS (on a Friday). All numbers are based on prelims, as Nielsen delayed release of nationals.
ABC's "The Practice," heavily promoted during the Oscars, delivered its best numbers since moving over from Sunday (third-place 3.5/8 in A18-49), edging out Fox's "Married by America" (3.2/8 in the demo).
Contact Rick Kissell at
rick.kissell@variety.com