The Olympics weren't the ratings bonanza NBC was hoping for, but they did provide the Peacock with its first real spark of the season.
Coming off back-to-back weekly ratings victories courtesy of the Games -- its first demo triumphs since the summer of 2004 -- the net is hopeful that the millions who rediscovered its location on their remotes will also seek out its post-Olympics offerings.
Of course, plentiful primetime Peacock promotions are no guarantee viewers tune in for NBC shows after the Olympics. Anyone remember the limp comedy "Leap of Faith" from four years ago?
But it also can't hurt.
NBC has no shot at escaping the cellar this season, but it's important that it can generate some momentum with its revamped sked and produce a hit that could make next fall's sked.
The Peacock's post-Olympics changes will come in two waves, with this week's additions to the Monday and Friday skeds getting the heaviest promotional push during the Olympics.
Perhaps the best hope for NBC is its Monday combo of gameshow "Deal or No Deal" and the fifth cycle of "The Apprentice," which moves over from Thursday.
"Deal," which demands little of viewers but can prove quite addicting, will kick off Monday nights and should provide the net with an improvement over the 2.9 Nielsen rating in adults 18-49 that drama "Surface" managed in the slot. ABC's "Wife Swap" will probably be its toughest competition.
The first run of "Deal," stripped across a week in mid-December, averaged a hearty 4.3 rating and 13 share, winning each hour in 18-49.
"Deal" leads in to "The Apprentice," which despite steep ratings declines since its hot initial run in 2004, remains one of NBC's biggest hits.
Net found the highest-profile, least-congested slot on the sked for "Apprentice" (as well as a compatible lead-in), which will compete against a pair of top-15 hits in CBS comedy "Two and a Half Men" and Fox drama "24."
Still, this is an example of the nets targeting distinctly different auds, so it shouldn't keep fans of these shows from missing their faves.
NBC's decision to shift "Las Vegas" to Friday seems like a good idea -- and a chance to boost a night that has declined nearly 20% year-to-year for NBC, which has fallen here from first to third.
"Vegas" won't face much competish in its 9 o'clock hour, and a light, sexy drama is a good alternative on a night when people look to kick back.
Which makes "Conviction" an odd choice for 10. NBC is billing this as a younger, hipper "Law & Order," (see review, page 41) but even the promos seem tired and played out. Especially opposite CBS crime hit "Numbers," NBC might have been better off with a high-concept skein like the lottery-winner drama "Windfall."
After the Monday and Friday changes, NBC will roll out new laffer "Teachers" on Tuesday and frosh drama "Heist" on Wednesday.
Of the two, "Heist" seems more likely to create some buzz, airing opposite crime procedurals Wednesday at 10. To achieve this opening for the serialized skein that aspires to "Prison Break"-like theatrics, NBC had to shift the original "Law & Order" to 9.
This was smart because the net needs to build for the future, even if that means using "L&O" in a defensive posture opposite heavyweights "American Idol" and "Lost."
As the drama genre has evolved in recent years to include more serialized and character-driven fare, shows like "Law & Order" -- down 14% vs. last season and 35% compared with two years ago -- inevitably are reduced to default-programming status.
Contact Rick Kissell at
rick.kissell@variety.com