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Company Town | TV Ratings Report

March 27, 1998

Networks sell advertising time based principally on their performance among key demographic groups, which vary based on the time of day. Ratings performance in these categories gives a rough indication of network revenues, though profitability varies based on programming costs and other factors.

Prime Time: Ratings for adults 18-49

*--*

Network Last week Season to date NBC 5.9 6.7 Fox 4.7 5.1 ABC 4.6 5.0 CBS 4.2 4.4 WB 1.8 1.6 UPN 1.2 1.7 USA* 1.2 0.9

*--*

Size of group: 123,490,000

* Highest-rated cable channel last week

Early Morning: Ratings for adults 25-54

*--*

Network This week Season to date NBC (Today) 2.8 2.7 ABC (Good Morning) 1.6 1.7 CBS (This Morning) 1.1 1.1

*--*

Size of group: 115,950,000

Daytime: Ratings for women 18-49 *--*

Network This week Season to date ABC 2.9 2.9 CBS 2.6 2.7 NBC 2.2 2.3

*--*

Size of group: 62,500,000

Late Night: Ratings for adults 18-49

*--*

Network This week Season to date NBC (Leno) 2.8 2.8 ABC (Nightline/Politically Incorrect) 1.6 1.6 CBS (Letterman) 1.6 2.0

*--*

Size of group: 123,490,000

Saturday Morning: Ratings for children 2-11

*--*

Network This week Season to date ABC 4.1 3.6 Fox 3.3 3.7 WB 2.0 2.2 CBS 0.5 0.6

*--*

Size of group: 38,190,000

Note: Each rating point equals 1% of group.

Sources: Nielsen Media Research, networks

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