3:05pm PT by Rick Porter
TV Ratings: Multiplatform Data Shows Big Shift in Viewing Habits
Seven weeks and change into the 2019-20 TV season, ratings information about the first week of the season is still trickling in.
Nielsen has released 35-day numbers for premiere week, and they jibe with previous long-tail data from the ratings service. The top shows in both adults 18-49 and total viewers continued to grow their audiences over five weeks, but the gains beyond seven days weren't terribly big.
The top 20 entertainment shows in the 18-49 demographic, for instance, averaged a 2.15 rating after seven days — a gain of 0.89 over their same-day starting points. The next four weeks of delayed viewing added just 0.22 on average.
Similarly, total-viewer growth as measured by Nielsen among the top 20 was much bigger among the top 20 from days 1-7 (3.89 million viewers on average) than from days 8-35 (871,000).
The key phrase there is "as measured by Nielsen," because adding in multiplatform viewing — which the ratings service does not currently track — reveals a big shift in viewing habits. Among the top 20 shows where digital ratings figures are available, multiplatform viewing accounts for 20 percent of the total 35-day audience — and more than a third (37 percent) of the total 18-49 rating.
ABC, Fox and NBC have released their multiplatform figures for premiere week, and they show season and series premieres doubling, tripling and even quadrupling their same-day numbers — and in a couple cases even doubling their 35-day, TV-only ratings.
Each network tallies its own digital ratings. CBS has opted not to release its multiplatform numbers, preferring to focus on same-day and three- and seven-day ratings.
Among the digital all-stars are ABC's long-running Grey's Anatomy, which grows from a 2.9 rating in adults 18-49 and 10.53 million viewers after 35 days of TV viewing to a 6.45 rating in the demo and 16.6 million viewers with digital included — more than doubling its demo rating and increasing its total audience by 6 million viewers. NBC's This Is Us goes from a 3.8 rating in the demo and 14.52 million viewers on TV only after 35 days to a 6.51 rating and 19.5 million with digital.
On average, multiplatform viewing boosted viewership by 24.5 percent over the TV only 35-day ratings for the 12 shows below where digital data is available. The jump was even bigger among adults 18-49, where digital added 59 percent over the TV-only ratings.
Below are the top 20 broadcast shows (including ties) for premiere week, ranked by 35-day Nielsen ratings. Available multiplatform numbers are in the far right column of each chart.
|This Is Us||NBC||1.8||3.4||3.8||6.51|
|The Masked Singer||Fox||2.5||3.6||3.8||5.5|
|The Good Doctor||ABC||1.0||2.2||2.4||4.35|
|The Voice - Monday||NBC||1.7||2.2||2.4||3.34|
|The Voice - Tuesday||NBC||1.6||2.0||2.2||3.07|
|A Million Little Things||ABC||1.0||1.8||2.1||3.43|
|Law & Order: SVU||NBC||0.8||1.6||1.8||3.27|
|Show||Network||Live-plus-same-day (000s)||Live-plus-7 (000s)||Live-plus-35 (000s)||Live-plus-35 multiplatform (000s)|
|This Is Us||NBC||7,901||13,032||14,520||19,500|
|The Good Doctor||ABC||6,272||12,189||13,360||17,200|
|The Masked Singer||Fox||8,033||11,373||12,117||15,689|
|The Voice - Monday||NBC||8,943||11,119||11,604||13,600|
|NCIS: New Orleans||CBS||6,667||10,603||11,534||n/a|
|The Voice - Tuesday||NBC||8,324||10,358||11,037||13,000|
|NCIS: Los Angeles||CBS||6,450||9,212||9,764||n/a|
Sources: Nielsen, ABC, Fox, NBC.