Thursday, June 26, 2008

DFW viewers sink to new low, put Baby Borrowers on top

Local Nielsen ratings snapshot (Wed., June 25)

By Ed Bark of UncleBarky.com

Western civilization sustained another kidney punch Wednesday night when the premiere of NBC's The Baby Borrowers topped all of the day's programming among advertiser-coveted 18-to-49-year-olds.

Irresponsible parents delivered their toddlers unto goofy, self-absorbed teens while 126,136 D-FW viewers in the 18-to-49 range took it all in during the 8 p.m. hour. The concoction even beat the second half of Fox's formidable So You Think You Can Dance, which drew 104,062 viewers in this key demo opposite Baby Borrowers.

Dance beat NBC's dirty diaper by a smidgen in the less important total homes tally -- 143,700 to 141,265. Fox's biggest summertime attraction otherwise won the first hour of prime-time in both ratings measurements. At 9 p.m., a repeat of CBS' CSI: NY took the total homes competition while the premiere of ABC's Primetime: Crime narrowly outpointed Fox4's 9 p..m. local newscast among 18-to-49-year-olds.

In the local news derby, WFAA8's 10 p.m. entry was Wednesday's biggest draw in total homes with 197,284. But NBC5 again comfortably took the gold among 25-to-54-year-olds, the preferred advertiser audience for news programming.

Fox4 continued its winning ways at 6 a.m. by topping both ratings measurements. It's now done so for six straight weekdays after a month-long drought among 25-to-54-year-olds.

The Peacock took both 5 p.m. prizes for the second weekday in a row; WFAA8 ran the table at 6 p.m. for the third straight day.

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