CBS Is First Again in Ratings

Precious little network fare seems to be falling into the “Must See” category this fall, with even NBC’s vaunted Thursday lineup losing some zip off its ratings fastball, allowing CBS to grab first place for the second consecutive week of the new television season.

CBS bucked the trend toward audience erosion among the major networks by increasing its prime-time ratings compared to the corresponding week last year, averaging about 13.3 million viewers, based on data from Nielsen Media Research. By contrast, NBC experienced a drop of 8%, to 12.7 million viewers.

Part of NBC’s decline can be attributed to its Thursday lineup, where, even with its Emmy-winning pedigree, “Frasier” has so far proven unable to match “Seinfeld’s” lofty heights in the 9 p.m. slot--especially when it comes to attracting male viewers. The show’s most recent performance represented an 18% decline compared to what “Seinfeld” drew the same week last year, and NBC’s lowest rating in that half-hour since 1994.

On the plus side, the “Friends,” “Frasier” and “ER” troika still provides the tent poles for TV’s most unassailable night, with “Friends” equaling its year-ago levels and “ER” now clearly TV’s most-watched program as well as its most expensive.

CBS’ answer to NBC comes Sunday, with “60 Minutes,” “Touched by an Angel” and the network’s Sunday movie combining to form an extremely formidable programming block. In fact, CBS cemented its weekly win Sunday when the movie “About Sarah”--featuring new “ER” cast member Kellie Martin--skewered NBC’s telecast of the film “Rob Roy.”

Even with its ratings down, NBC has retained its dominance in terms of reaching viewers between the ages of 18 and 49, the demographic segment that most directly translate into revenue from national advertisers. CBS--which traditionally appeals to an older audience--has improved a bit with NFL football back in its arsenal but still ranked fourth last week by that bottom-line measure, finishing just behind Fox.

ABC remains third in overall viewing but has witnessed some encouraging signs. The network’s Tuesday lineup, with “Home Improvement” moving to 8 p.m. and “Spin City” starting an hour later, has more than held its own, and “Dharma & Greg” is fast becoming a breakout hit on Wednesday nights.

ABC’s gamble of moving “20/20” and “The Practice” to Sunday nights--opposite movies on CBS and NBC--also appears to be yielding dividends. Occupying new office space on ABC’s schedule for the fourth time since its premiere, “The Practice”--fresh off its surprise Emmy win as best drama--has scored solid ratings against the CBS and NBC Sunday movies.

CBS remains the clear Sunday leader, but ABC looks positioned to be more competitive than when the network was airing a third movie there last season. In addition, the network thinks the return of Fox’s “The X-Files” next month with new episodes might actually help “The Practice,” creating a drama series alternative to movies from 9 to 11 p.m.

“What we’re really hoping is that the younger adults who watch ‘The X-Files’ will turn to ‘The Practice’ and sample that program,” said Larry Hyams, ABC vice president and director of audience analysis.

A few new programs have exhibited promise, but some have already seen their ratings dip and the sampling period will doubtless take weeks to sort out. Even so, several shows are in danger of being pulled before the November sweeps competition begins, with CBS’ “The Brian Benben Show” and Fox’s new comedies “Costello” and “Holding the Baby” near the top of the imminent-casualty list.

Despite several areas of concern, Fox doesn’t need to push the panic button right away. Fox will preempt its regular programming several nights over the next few weeks to televise the Major League Baseball playoffs, including the World Series, which should provide a temporary ratings lift as well as an opportunity to promote its lineup.

Fox’s ratings have also been depressed by opening the season minus its most-watched show, “The X-Files,” just as ABC has to wait two more weeks before the season premiere of “NYPD Blue.” Last week ABC used “Blue’s” slot to showcase the new drama “Vengeance Unlimited,” but the series proved no match for “Dateline NBC.”

The WB’s coming-of-age drama “Felicity” drew the biggest premiere audience ever for that network, though rival executives noted the ratings were still relatively low, particularly in light of the flood of positive publicity the program has generated.

The other fledgling broadcast outlet, UPN, decided to let the major networks fire their big promotional guns off before introducing its revised lineup this week. Of this season’s three dozen new programs, 33 will have premiered by Saturday, with the remaining three due later this month.