An OK 'Jobs' report

Rookie decent in debut as NBC extends streak

Looks like NBC programmers still have one of America's toughest jobs.

The network's first new series to premiere since the conclusion of the Beijing Olympics opened on par compared with other summer reality fare Monday, suggesting that the Peacock's freshman entertainment programming might not enjoy a ratings bump despite weeks of heavy on-air promotion during the most-watched event in TV history.

Thom Beers' reality competition series "America's Toughest Jobs" (7.3 million, 2.7 rating/7 share in adults 18-49) narrowly won the 9 p.m. hour against CBS repeats and nearly matched the season average for the network's recently concluded "The Baby Borrowers."

"Jobs," whose episodes will air between summer and fall, dropped slightly from its lead-in, the season premiere of "Deal or No Deal" (11 million, 2.8/9), the most-viewed and highest-rated show of the night.

"Deal" posted NBC's best performance in the time period since February and was up 12% from its September premiere last year.

Meanwhile, NBC's coverage of Michelle Obama's speech at the Democratic National Convention at 10 p.m. (4.7 million 1.4/4) significantly topped rival DNC coverage on ABC (4.2 million, 0.9/3) and CBS (3.5 million, 0.9/2). So though one NBC freshman series didn't spike the ratings, perhaps "Deal" and the convention coverage suggest there is some elevated viewership.

For the week ending Aug. 24, NBC (averaging 23.3 million, 7.4/21) easily topped the ratings with its final week of Olympics coverage, followed by CBS (5.6 million, 1.6/4), with ABC (3.6 million, 1.2/3) and Fox (3.5 million, 1.2/4) tying in the adult demo. (partialdiff)
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