Stunner: Sinking Martha in a rebound
Up 19 percent week to week after moving to 9
October 6, 2005
Martha Stewart’s showing some signs of life.
After being moved to the tougher 9 p.m. timeslot, opposite ABC’s Lost, last night, The Apprentice: Martha Stewart actually bettered last week’s ratings. Martha averaged a 2.5 final Nielsen rating among viewers 18-49, according to Nielsen, equaling the season-high it earned two weeks ago for its premiere. It was up 19 percent over last week’s 2.1.
NBC decided last week to switch Martha, originally at 8 p.m., and E-Ring, its new 9 p.m. drama that was faltering against Lost.
It looked like NBC was sacrificing Martha’s success for E-Ring, as the 8 p.m. time slot has much easier competition, aging sitcoms on the other Big Four networks. In fact, both shows did better in their new slots.
E-Ring jumped to a 2.5 rating last night after posting a 2.1 last week.
Women appear to be the key to Martha’s week-to week growth. Among women 18-49 in the overnights, Martha averaged a 3.4 rating last night, up from a 2.9 last week. Among females 18-34, her rating went from a 2.5 to a 3.0.
By no means does this make Martha a hit, as it’s still performing well below preseason expectations, but it has to be a somewhat encouraging sign for NBC. Original episodes of West Wing weren’t doing much better than Martha in the timeslot last year.
Meanwhile, Lost led ABC to a comfortable first place finish for the night among 18-49s, with a 5.7/15. CBS was second last night at 3.4/9, NBC third at 3.0/8, Fox fourth at 2.9/8, UPN fifth at 1.6/5 and the WB sixth at 1.5/4.
ABC led at 8 p.m. with a 3.5 for the hour-long season premiere of George Lopez, up from its 2.8 average last season. Fox was second with a 3.0 for the season finale of So You Think You Can Dance and NBC third with its 2.5 for E-Ring. UPN was fourth that hour at a 2.2 for America’s Next Top Model, follwed by CBS in fifth for Still Standing (2.1) and Yes, Dear (2.2).
At 9 p.m. ABC extended its lead with a 9.2 average rating for Lost. CBS was second with a 3.3 for Criminal Minds and Fox third with a 2.8 for Nanny 911. NBC was fourth that hour with its 2.5 for Martha, while the premiere of the WB’s Related came in fifth with a 1.3.
At 10 p.m., CBS pulled ahead with a 4.6 average for CSI: NY. ABC finished second with a 4.4 for “Invasion,” and NBC was third that hour with a 4.0 for Law & Order.
Among households, ABC led the night with a 8.9 average rating and a 14 share. CBS was second at 7.4/12, NBC third at 6.2/10, Fox fourth at 5.0/8, UPN fifth at 2.6/4 and the WB sixth at 2.2/4.
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