NBC: A 20% drop from a series premiere isn't ordinarily anything shocking or particularly worrisome. But when you start with a 2.0 the way AWAKE did, that leaves you with a 1.6 in Week 2, and that makes Week 3, when the show will be facing fresh competition on both CBS and ABC for the first time, look like an oncoming train. (The show continues to be problematic creatively, too: see our Pilot + 1 Review.) Earlier in the evening, 30 ROCK had its last 8PM airing of the season (COMMUNITY arrives next week) and remained 0.1 above its season low with 1.4, while PARKS & RECREATION was comparatively robust at 1.9. THE OFFICE and UP ALL NIGHT (with what may have been its most insufferable episode yet--if the show would just own up to the contempt it feels for almost all human beings, it might be a lot better) were up 0.1 from last week.THE SKED THURSDAY NETWORK SCORECARD
NBC: A 20% drop from a series premiere isn't ordinarily anything shocking or particularly worrisome. But when you start with a 2.0 the way AWAKE did, that leaves you with a 1.6 in Week 2, and that makes Week 3, when the show will be facing fresh competition on both CBS and ABC for the first time, look like an oncoming train. (The show continues to be problematic creatively, too: see our Pilot + 1 Review.) Earlier in the evening, 30 ROCK had its last 8PM airing of the season (COMMUNITY arrives next week) and remained 0.1 above its season low with 1.4, while PARKS & RECREATION was comparatively robust at 1.9. THE OFFICE and UP ALL NIGHT (with what may have been its most insufferable episode yet--if the show would just own up to the contempt it feels for almost all human beings, it might be a lot better) were up 0.1 from last week.THE SKED'S THURSDAY NETWORK SCORECARD
NBC: In the universe of NBC these days, you take your glass-half-full where you can get it, and here it is: AWAKE won its time slot, it was up from its lead-in, it had the network's highest Thursday 10PM rating of the season, and despite its unusually convoluted premise, it lost relatively few viewers during the course of the hour. So there's that. Back on earth, though, Awake was for all intents and purposes NBC's last chance for a scripted break-out hit this season (whatever Smash is, it's not that), and marked yet another failure. It could only reach a 1.9 rating against repeats on the other networks, and fell considerably below even the season lows for new episodes of The Mentalist and Private Practice. (Even against a Mentalist repeat, its margin of victory was a mere 0.2.) So: on to next year! Meanwhile, the rest of the evening was dismal as well: none of the sitcoms were more than 0.2 above season lows, despite airing against repeats on 2 other networks. Creatively, it was also a down night: THE OFFICE neared the end of its Tallahassee arc with its weakest recent episode (the big gag was that Ed Helms' character was beaten up by a little girl), 30 ROCK was unable to match the conceptual brilliance of its last couple of entries and resorted to network television's one millionth Law & Order parody, and PARKS & RECREATION was unusually scattered. (Let's not even speak of UP ALL NIGHT.)THE SKED'S THURSDAY NETWORK SCORECARD
FOX: AMERICAN IDOL's 4.4 rating was its lowest since the show began as a summer series 10 years ago. That was down 14% from last week, 38% from the first hour of last year's parallel episode, and 43% from last season's Thursday average. The combined Wednesday/Thursday average for this week was more than 20% lower than NBC's rating for Monday's The Voice. Oh, I could go on. The question is what--if anything--can FOX do to reverse the trend? The show is locked into its format and judges, so look for some high-profile theme nights and other stunting. The network may also have to give Idol some of the valuable promo time that would otherwise have gone to launching shows like Touch. Meanwhile, THE FINDER was down to the rating it was getting before it had Idol as a lead-in, although considering that Idol was down 1.4 rating points from the lead-in it provided 2 weeks ago, Finder's 0.2 decline wasn't at all alarming.The Sked: Upscale Ratings -- NBC Profile
NBC is the focus of our final profile of network performance with upscale viewers. The good news for the Peacock is that many of its programs have a disproportionate share of viewers in homes with yearly incomes over $100,000. Yet far too many of these NBC shows have a very small overall audience size. While the network skews upscale, the network overall doesn't deliver a critical mass of viewers, especially in the entertainment portion of the schedule (factoring out Sunday Night Football). Click on "read more" to see the updated chart, with NBC's programs in pink.
Sunday Night Football. The NFL on Sunday absolutely makes the NBC schedule. The weekly prime time football game is in the coveted upper tier of the chart below: a very high overall rating and a strong upscale skew (121 index). The show ranks #2 with Adults 18-49 season to date but rises to #1 among Adults 18-49 in $100K+ homes. When the NFL Sunday game is included in NBC's season average, the network scores a 2.8 rating with Adults 18-49 (just behind CBS and FOX's 2.9 and ahead of ABC's 2.4). However, when we look at Adults 18-49 in $100K+ homes, NBC's season average rises all the way to a 3.2 (far above FOX's 2.8, ABC's 2.7 and CBS's 2.6). NBC's upscale index of 116 beats ABC's 113 and far ahead the more downscale skews for FOX (96) and CBS (91).
But sadly for NBC, the NFL goes away after the fourth quarter, when the rest of the schedule has to carry the load. And what is the shape of that non-NFL slate? Not good. Without the NFL, NBC's regular programs season to date averages a 1.8 with Adults 18-49 and a 2.1 with upper-income Adult 18-49. While that is still a positive 112 index, the rating levels are not anywhere near the other networks.
Monday Night. Of course, NBC also has The Voice, its other good news of the season. At a 107 upper-income index, the show is tantalizingly close to the upper right section of our chart. But it is really a moot point what side of an arbitrary line the show falls on: The Voice is a major hit, it is on the upswing, and it forms a foundation for NBC Mondays from 8 to 10 pm. In contrast, while Smash appears in the high-rated/ upscale section of our chart below, remember that is based on the first two episodes only. The show's ratings are rapidly falling each week, and in a few weeks it will place in the lower end of our "middle rating" range. While it will maintain a very good upper-income skew (currently 135), Smash is destined to become another Parenthood and not Modern Family or Glee.
The Office, Parks and Recreation and Parenthood. And that's precisely the problem. NBC doesn't need another drama like Parenthood. The NBC schedule is filled with high upscale index values (The Office (155), Parks and Recreation (155), 30 Rock (152), and even Whitney or Community (both 135) or The Firm (132). But those shows tend to be at the very low-rated section of the chart or in the middle-rated section and trending lower with each passing week. Although viewers of these niche programs are more likely to have high incomes and are better educated than average, there just aren't many viewers of the programs, relative to other broadcast networks. At this point in the NBC rebuild, the network can sacrifice an extremely high upscale index in favor of a high rating.
In case you missed them, catch up on the other upscale profiles for ABC, CBS and FOX.
THE SKED'S THURSDAY NETWORK SCORECARD
NBC: The gradual season-long collapse of THE OFFICE continued last night, as the show's 2.5 hit not just a season low, but its lowest rating since Season 1 in 2005--i.e., the season that almost got it canceled. That was still by far the s network's highest number of the night. 30 ROCK was misleadingly up from last week, which was an aberration caused by a program description that resulted in DVRs not picking up the episode; last night's 1.6 was in line with the other episodes this season (and slightly below recent episodes of Parks & Recreation, which it replaced for the night). UP ALL NIGHT tied its Thursday low. Perhaps the most pathetic news of the evening was that the meager 1.5 earned by a repeat of the post-Super Bowl VOICE at 10PM still marked almost double the rating Prime Suspect and The Firm had been doing in that slot.THE SKED'S MIDSEASON RETURN: "The Office"
THE SKED'S THURSDAY NETWORK SCORECARD
CBS: Keeping in mind that the Thursday 8-9PM landscape will change drastically next week with the return of American Idol, CBS got everything it could have wished from the debut of ROB at 8:30PM. The show's 4.1 blew past the numbers that Rules of Engagement was doing in that slot (let alone How To Be A Gentleman), retained 80% of its BIG BANG THEORY lead-in, and boosted PERSON OF INTEREST at 9PM to its own season high of 3.2. THE MENTALIST was at a standard 2.7 at 10PM, good enough to win the hour. Last year, the CBS 8:30PM sitcom (S#






