Plucking Feathers From the Peacock

NBC, whose peacock logo has flown above the other networks through eight consecutive sweeps victories, may be coming back down to Earth.

Preliminary estimates for the November sweeps, which officially ended Wednesday night, show CBS poised to upset NBC in overall prime-time ratings nationwide, while the Fox network has cut into NBC’s lead in the key demographic groups used to negotiate advertising rates.

NBC appears to have been caught in a sort-of squeeze play between CBS and Fox--the former appealing to an older audience thanks to shows such as “Touched by an Angel,” “60 Minutes” and its Sunday movie, while the latter made headway among teens and young adults with programs that include “The X-Files,” “King of the Hill” and “Party of Five.” Fox ranked first in November, for example, with viewers between the ages of 12 and 34.

The odd-network-out is ABC, which settled for third place in total viewing while slipping behind Fox in addition to NBC in the 18-49 age group most avidly sought by advertisers. CBS actually ranks fourth by the latter measure, meaning it could have the distinction of being the most watched network but the least profitable.

With Wednesday night’s results still to be calculated, Nielsen Media Research figures showed CBS delivering an average 15.2 million viewers per night during the four-week survey period, followed by NBC at 14.7 million, 13.9 million tuned to ABC and 12.4 million viewing Fox.

Combined, the four major networks accounted for about 60% of prime-time viewing during the sweeps, one of three monthlong surveys (the others coming in February and May) local TV stations use to determine ad rates. That represents a 4% decline versus a year ago, while viewing of cable television rose 10%, due mostly to an explosion of new channels.

Fox and CBS each improved compared to a year ago, while NBC and ABC lost 10% and 6% of their audiences, respectively. (Fox programs 15 hours in prime time each week, compared to 22 on the other networks.)

A variety of factors have taken a toll on the major broadcasters, including the WB and UPN networks. WB posted record results thanks in part to its Monday lineup of “7th Heaven” and “Buffy, the Vampire Slayer,” averaging 4.5 million viewers the nights it programs, a 14% increase over last November. UPN continues to average more viewers than WB, thanks largely to “Star Trek: Voyager,” but the network witnessed a minor ratings decline overall.

The elder networks have found some encouraging signs, mostly in the arena of movies and specials. “Rodgers & Hammerstein’s Cinderella” and “Oprah Winfrey Presents: Before Women Had Wings” performed surprisingly well for ABC, as did CBS’ “Bella Mafia” and the “Hallmark Hall of Fame” presentation “What the Deaf Man Heard”--results that underscore network television’s unique ability to reach a mass audience.

NBC also continues to score huge ratings every Thursday with “Friends,” “Seinfeld” and “ER.” The network has slumped badly on Sundays, however, and didn’t help itself by moving “3rd Rock From the Sun” to Wednesdays, where its resident aliens are getting zapped by ABC’s “The Drew Carey Show.”

“We certainly have our problems. Every network does,” said NBC Entertainment President Warren Littlefield. “It doesn’t mean you stop taking risks.”

Some have suggested that NBC spread its resources too thin by scheduling an unprecedented 18 comedies in September across five nights. Littlefield insisted the shows, not the scheduling, are to blame.

“It’s the product that we chose as opposed to the structure of the schedule,” he said.

CBS, meanwhile, has benefited from renewed success Sundays, where the still-budding hit “Touched by an Angel” has helped funnel viewers into its movie. “What the Deaf Man Heard” attracted nearly 37 million viewers--the biggest audience for any made-for-TV movie in more than six years.

“Our Sunday night, outside of NBC Thursday, has become the most watched night of television,” noted CBS Television President Leslie Moonves, adding that--despite the emphasis on reaching a younger crowd for sales purposes--CBS will stick to its philosophy of programming to the widest possible audience and “not to try to beat NBC with hip, young comedies.”

Media buyer Paul Schulman noted that CBS owes its ratings gains primarily to movies and miniseries, whereas NBC fared poorly with its heavily promoted “House of Frankenstein.”

Fox also helped its cause with specials, playing its ace card Monday with “Breaking the Magician’s Code: Magic’s Biggest Secrets Finally Revealed.” With 24 million viewers, it became not only the most watched special during sweeps but also in Fox’s history.

ABC has characterized the current season as a rebuilding period, after losing 13% of its prime-time audience last year. The network’s Wednesday lineup provides a rare bright spot, with “Dharma & Greg” emerging as one of the fall’s most promising newcomers.

Two other highlights come courtesy of corporate parent the Walt Disney Co. Buoyed by “Cinderella” and “The Santa Clause,” “The Wonderful World of Disney” worked its magic by increasing ABC’s ratings in its Sunday time slot. The network has also pulled into a neck-and-neck race with perennial leader Fox in Saturday morning, behind a lineup of animated children’s programming that draws heavily on the Disney name.

Even with its prime-time leadership diminished, NBC remained strong nationally across the broadcast day: “NBC Nightly News” stayed on top in that tightening race, the “Today” show has widened its lead over ABC’s “Good Morning America,” “The Tonight Show With Jay Leno” is maintaining its dominance and “Late Night With Conan O’Brien” is expected to finish with its highest ratings ever during a sweeps period.

The late-night performance is more impressive in light of new players crowding the field, including the syndicated “Keenen Ivory Wayans Show” and “Vibe.”