CBS's accomplishment, climbing from a distant third three years ago, was minimized by some rivals and advertisers who deride it as an old folks' network. And it occurred within the broader context of a continued slide in viewership among broadcasters.

CBS will earn a narrow victory over NBC, which won the last three seasons. ABC will be third and Fox fourth, according to Nielsen Media Research estimates. CBS President Leslie Moonves called the win "greatly gratifying" on Tuesday.

But the ratings win may not be such a financial boon for the network. "They should be applauded for that, mildly -- clap, clap, clap," said Gene DeWitt, head of the advertising firm DeWitt Media. "It's nice, but the CBS thing is not going to get them a single penny from advertisers."

That's because among adults aged 18 to 49, the demographic group most prized by advertisers, CBS is in fourth place -- behind NBC, Fox and ABC.

Winning the Nielsen derby for top network is fourth on NBC's list of priorities, said Scott Sassa, NBC West Coast president. NBC concentrates on the 18-49 age group, upscale demographics and making sure it provides strong programming leading in to its affiliates' nighttime news programs.

Still, NBC easily saw the most precipitous decline in viewership among the major networks. It was hurt by the loss of "Seinfeld" and the ratings deterioration of its strong Thursday lineup.

Sassa estimated that NBC earns an average of $160,000 per 30-second prime-time advertisement, and CBS gets half that. (Moonves said NBC's estimated earnings were inflated.) "What we try to do is get the audience that will provide us with the best opportunity to get ad revenue," Sassa said.

CBS considers those arguments the sour grapes of losers. CBS said it is effectively the top choice for everyone over age 35; that the ability to reach the largest possible audience is increasingly valuable at a time when television viewership is splintering; and that CBS's ability to reach a broader audience is even more important as its rivals all seek younger viewers next fall. Moonves said there are 11 dramas dealing with teenage angst on the upcoming fall schedule. "We're not going to chase what everyone else is chasing," he said. "Our strategy is to be different and it's working."

CBS, NBC and ABC each will set all-time ratings lows this season. Fox will be lower than at any time since its inaugural season. The rating that CBS is projecting for its final average would have put the network in fourth place just two years ago. The loss in viewership share is inevitable given the increasing number of alternatives on the cable spectrum, Sassa said.

Meanwhile, the fledgling WB is the only network to see its ratings go up from last year. It has done well with the popular family show "7th Heaven" and a series of dramas appealing primarily to teenage girls. "If there's a victor this season, it's the WB," DeWitt said. "They have grown a relatively young audience from a small base."
salon.com | May 26, 1999

© 2006 The Associated Press. All rights reserved. The information contained in the AP News report may not be published, broadcast, rewritten or redistributed without the prior written authority of The Associated Press.

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