Debate Scores 34.9% Network TV Rating, Despite Early Start

Despite starting when many potential viewers were still at work or commuting, coverage of Tuesday’s vice presidential debate on ABC, CBS and NBC was watched in 34.9% of the nation’s 93.1 million television households, according to figures released Wednesday by the A.C. Nielsen Co.

ABC researchers estimated the total audience at 76 million people. National ratings for the Public Broadcasting Service, Cable News Network, C-SPAN and cable’s Comedy Central, which also covered the debate, were not available.

The three-network rating of 34.9 puts the 1992 debate third among the four vice presidential debates, ahead of 1988 (33.6) but behind those in 1976 (35.5) and 1984 (43.6). There was no vice presidential debate in 1980.

Television ratings for all types of programming have declined over the years as the rise of cable networks and independent stations have given viewers more choices.

Because of CBS’ contractual commitment to carry baseball’s National League championship series, Tuesday’s debate began at 4 p.m., 90 minutes earlier than the 1988 debate. David Poltrack, CBS’ senior vice president for planning and research, estimated that the earlier start cut the rating by 6%.

Poltrack also said that the presence of the independent ticket of Dallas businessman Ross Perot and retired Vice Adm. James B. Stockdale in the debates kept many viewers watching longer than they might have otherwise by providing for more interesting exchanges.

Perot and Stockdale are the first independent candidates to debate both their major party rivals. In 1980, independent John B. Anderson participated in one debate against Ronald Reagan, from which then-President Jimmy Carter was absent.