We're coming to that time of the year when all the major networks will start taking selective data and spinning it to their advantage. CBS (CBS-A) has taken the first shot, saying they've finished the season as the most-watched network for the fifth year in a row.
Unfortunately for them, if those numbers hold (the season officially ends tomorrow), it really means nothing.
As Karen McCallum, a buyer at Esparza Advertising in Albuquerque, New Mexico said, "It's only for bragging rights. As a buyer, I don't care who is No. 1. I look at a top-rated show like `CSI' and decide whether I'm willing to pay for it."
Even considering that, Fox (NWS-A) has a more advantageous position as they were the No. 1 network in the key demo of the 18-49 group, which is the most desired by advertisers. It is the third year in a row where Fox finished first in the category.
Fox finished with an average of 5.23 million in the 18-to-49 group, CBS was second with 4.85, ABC (DIS) followed with 4.55 and NBC (GE) took up the rear with 4.05.
For total viewership, so far CBS leads with an average of 12.5 million, Fox was next with 10.3 million, ABC finished third with 9.88 and NBC was again last with a 8.89 average.
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