Nbc's Peacock: Molting
For NBC, All the numbers are headed in the wrong direction, Horizon Media research chief Brad Adgate has told the New York Post. Adgate was referring to NBC's ratings losses in total viewers, which has dropped from an average of 8.25 million at the beginning of the season to 4.9 million as of last week; viewers 18-49, who are down by half; and the average age of viewers, which is up from 49 to 51.5. Following the successful run of Sunday Night Football and The Voice, which put the network in first place, it has now returned to last, and said the Post's TV writer, Claire Atkinson, it is close to earning the dubious distinction of having the worst midseason schedule in the history of broadcast television. Atkinson and other writers see little in NBC's upcoming schedule that will give the network a lift. It has already canceled Do No Harm after just two episodes; its reworked musical series Smashed drew just 4.5 million viewers for its season opener -- down more than 60 percent from last year's. It has lost the award-winning comedy series 30 Rock and will lose The Office on May 16. On Tuesday night, one of NBC's biggest hits, The Biggest Loser suffered its worst ratings night of the season, dropping to last place with 5.49 million viewers, and the new drama Deception was an even bigger loser, dropping to just 3.30 million viewers.