With pre-season football pre-empting programming on all major broadcast networks (Fox was pre-empted in almost 20% of the country), fast nationals for ABC, CBS, Fox and NBC were likely inflated. Add to that live coverage of the final night of the Republican National Convention, which ran late, bleeding into primetime on the West Coast, and the result is non-time zone adjusted fast nationals that will likely undergo major changes in the finals.
With that in mind, ABC’s Wipeout (1.6/5 in adults 18-49), Rookie Blue (1.5/4) and NBC’s Saving Hope (1.1/3) were all up vs. last week (by 23%, 50% and 83%, respectively), but it is unclear how much of the gains are football-related. CBS’ Big Brother (2.3/6) was flat.
While fast nationals are unreliable for live events such as convention coverage, the drops from the fast nationals four years ago are so steep that the trend is likely to stay when the finals numbers are released. Right now, the broadcast of Mitt Romney’s acceptance speech preceded by an appearance by Clint Eastwood, is averaging a 1.0/3 in 18-49 on ABC and CBS, down 38% and 29%, respectively, from 2008 when John McCain was the nominee, and a 0.8/2 on NBC, down 76%.
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