Emmycast gets youth boost

Overall household rating lowest since 1990


Sunday’s Emmys failed to excite the general TV audience in any great numbers, but Fox did manage to stir up increased interest among teens and young adults.

While the Emmys’ overall household rating was its lowest since 1990, Fox earned the kudocast’s best adults 18-34 score since 1995 (the last time Fox televised the Emmys) and its best teen result since 1996.

And the Emmys remained more than strong enough to boost Fox to a projected weeklong victory in adults 18-49, its first since July 12-18, the week of baseball’s all-star game. Fox also expects to tally a win for the week in total viewers and possibly in households as well.

Fox, Eye vie for homes

Nielsen is scheduled to issue official results for the Sept. 6-12 period today, but based on preliminary weekend data, Fox and CBS are expected to finish neck-and-neck in the households race. A Fox victory would be its first in homes since January’s Super Bowl.

Sunday’s 8-11 p.m. Emmy telecast earned an 11.6 rating, 18 share in prelim household averages from Nielsen. That reps a 15% falloff from last year’s 7-11 p.m. coverage on NBC, and a steeper 22% decline vs. NBC’s 8-11 p.m. year-ago average. The last time an Emmycast scored lower in households than this year was back in 1990, when Fox settled for an all-time-low 8.2/14.

Fox estimates a total of 38.2 million watched at least a portion of the Emmycast. The program’s adults 18-49 average (7.5/19) is down 10% from last year’s full-duration 8.3/22 on NBC.

Key upticks

Fox still managed a 15% improvement vs. NBC’s year-ago Emmy results among adults 18-34 (with a 7.5 rating vs. a 6.5), including a 16% surge in women 18-34 (8.8 vs. 7.6). Among teens, Fox was up 15% (5.4 vs. 4.7).

Those gains reflect Fox’s general strength within those valuable demographics, where the Murdoch net generally outscores its competition within the Big Four.

This year’s soft household result drops the Emmys behind such rival kudocasts as the Academy Awards (28.6/46), the Grammys (16.6/26), the Golden Globes (16.1/24), the People’s Choice Awards (12.9/20) and the Country Music Assn. Awards (12.3/19).

Mob pic whacked

Fox got one break Sunday, when a tennis overrun forced CBS to yank its planned three-hour rerun of “Goodfellas” and replace it with the two-hour Chuck Norris rerun vidpic “Logan’s War.” In nightlong prelim averages, Fox took the night from CBS by 6 shares in homes (11.1/18 vs. 7.4/12).

In adults 18-49, Fox earned the best nightlong average of the summer, good enough to beat second-place NBC and its four-hour “Braveheart” rerun by 9 shares (7.0/19 vs. 3.8/10).

Meanwhile, the Eye has reskedded the “Goodfellas” encore for Wednesday night from 8-11.

Each rating point reps 1% of the universe being sampled. For example, a household rating point is worth about 1 million homes. A share is the same kind of percentage, except it’s measured against only the homes or viewers watching TV during the timeslot involved.