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Networks are drawing huge sighs of relief as it appears viewers have decided to venture back to their favorite prime times series, at least for CBS.
Now that fresh episodes are trickling back to the air following the prolonged writers strike, viewer levels for CBS for the week ended April 6 were at the same level as the same week the previous year, with all three CSIs and comedy shows faring well, writes Mediaweek.
But inventory for the last six weeks of the season is tight, with pricing still 30 to 40 percent above upfront rates. Advertisers not already locked in may not be able to take advantage of May ratings that are expected to equal or even rise above last year’s levels.
ABC and NBC, still without new shows, were down double digits for the week ended April 6. Fox was flat for that week in viewers, but up for the season in viewers to 10.7 million per night (not including the Super Bowl telecast).
Media agencies would like the networks to offer makegoods where they can, rather than draw them out into next season, despite the fact that inventory is currently tight. One unnamed network sales exec said the network would not extend makegoods too far out. “We need to be more responsible moving forward,” he said.
A recently released study from Nielsen found that while viewers watched less original prime time programming during the strike - down 6.1 percent in live-plus-7-day total ratings by the time the strike ended in February - they did not actually watch TV any less often, according to the Hollywood Reporter. When DVD viewing, on-demand services, daytime program viewing and other cable sources are factored in, viewership actually increased 0.5 percent during the strike.
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