For the first time in sweeps history, the network is projected to finish fifth in the adults 18-49 demographic, reports Deadline.
For the sweep period of Jan. 31 through Feb. 19, NBC has averaged a 1.2 rating among adults 18-49, which is below the fourth-place Univision number of 1.5. This marks the first time the Spanish-language network has beaten NBC and the first time it has come in fourth in an in-season sweep period.
CBS is the big winner in the 18-49 demo at 4.9, riding high on its Super Bowl broadcast. FOX is second at a 2.0 rating and ABC is third at a 1.7.
NBC’s woes can be attributed to both its lack of current sports programming, which is always a ratings booster, and the low numbers being earned by new shows “1600 Penn” and “Do No Harm,” which premiered to the lowest ratings ever for an in-season scripted series premiere. It was canceled after two episodes. Returning show “Smash” has also not seen even average ratings.
NBC should see a turnaround when “The Voice” and “Revolution” return, but for now, it looks like fifth place for the Peacock in February sweeps.