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Inside Move

Fox 'greedy' for Nielsens

Call it a tale of two “Greeds.”

With only the first half-hour of “Greed” competing against ABC’s “Who Wants to Be a Millionaire,” Fox has been selling the hourlong gamer as two separate half-hours.

So while Fox airs “Greed” as a seamless hourlong program, Nielsen identifies it as two unique shows: “Greed 1” and “Greed 2.”

“Our ratings are designed to reflect how a show is sold, not how it’s promoted or written about,” Nielsen spokesman Jack Loftus said. “If they sell it as block one for x number of dollars and block two for y number of dollars, that’s how we report it.”

Considering the vast difference in ratings between the first half-hour and the second half-hour of “Greed,” it’s no surprise Fox has decided to treat them as two separate programs.

Last Thursday, from 9-9:30 p.m., “Greed 1” averaged a 4.9 Nielsen household rating, 7 share, and a 3.6 rating among adults 18-49. “Greed 2,” however, jumped to a 7.8/12 in homes and 4.9 among adults 18-49.

Those “Greed 2” numbers are much more impressive than what “Greed” as an hourlong program would have pulled: a 6.4/10 in homes and a 4.3 among adults 18-49.

“If there’s a significant differential in rating between the second half-hour and first half-hour, it’s worth splitting them,” a rival network research exec said.

The split hour isn’t unprecedented. CBS continues to sell its daytime hourlong game skein “The Price Is Right” as two separate halves.

Fox won’t have to worry about the “Millionaire” threat this week. “Greed” airs at 9 p.m. Wednesday, while “Millionaire” runs from 8-9 p.m.

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