CBS rallied to tie ABC for top honors in the July sweeps, as the Big Three networks — lacking the boost of last summer’s Barcelona Olympics — exhibited an 8% decline vs. the same period in 1992.
Actually, with NBC falling off sharply due to the absence of the Games, both ABC and CBS posted year-to-year increases during the July period, considered a relatively minor survey compared to the major February, May and November sweeps used to determine local-market advertising rates.
The Alphabet and Eye networks both finished with a 9.3 rating, 18 share in Nielsen, up 16% and 7%, respectively. NBC, which posted a 12.3/23 last year, was well back with an 8.0/15, a 35% decline.
Fox Broadcasting Co., which introduced “Melrose Place” behind original episodes of “Beverly Hills, 90210” last July, also posted a sharp year-to-year falloff, sliding 19% to a 5.4/10 for the survey. Fox averaged 16 hours of programming this summer, however, compared to 12 in July ’92.