The Primetime Emmy Awards telecast on Fox proved no ratings match for Michael Vick’s return to Atlanta on NBC’s “Sunday Night Football,” but the kudocast did eke out ratings gains in key young-adult demo categories.
According to preliminary national estimates from Nielsen that incorporate viewing for the early West Coast airings, the 63rd Primetime Emmy Awards on Fox averaged a 4.2 rating in adults 18-49 and 12.4 million viewers overall from 8 to 11 — making it the top-rated nonsports program for the week in the demo.
Though down about 1 million total viewers from last year’s late-August telecast on NBC — for the show’s second lowest overall average on record — the Emmys were up a tick vs. last year in both 18-49 and 18-34; in the latter category, the 3.7 is the best rating since Fox’s telecast in 2007 earned the same score.
This is the second straight year that the Emmys benefited from airing on the West Coast both live at 5 p.m., and tape-delayed at 8. Because the commercial inventory remained the same in both showings, Nielsen produced a cume number of unique viewers for markets like Los Angeles and San Francisco.
The Emmys were the No. 2 program on the night to “Sunday Night Football,” which is expected to score roughly a 10 national rating in adults 18-49 and more than 22 million viewers overall for its game between the Atlanta Falcons and Philadelphia Eagles.
In Nielsen’s metered-market households from 8:30 to 11 p.m., the game did a 49 share in Philadelphia and a 48 in Atlanta — compared to a 9 for the Emmys on Fox. This makes the Emmys uptick in demos all the more impressive given that these distracted markets are among the 10 largest in the country.