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Early Ratings Flash From CBS On EliteXC ‘Primetime’

CBS issued a early view of the ratings for EliteXC ‘Primetime’ in a press release. This does not include the ratings for the Kimbo Slice fight that aired at 11:30PM. Those ratings are expected to be available Tuesday.

CBS Places First in Key Young Adult and Men Demographics with Triple Digit Percentage Increases Versus the Network’s Season Average on Saturday

National Ratings for the Highest Rated Part of the Broadcast—Kimbo Slice vs. James Thompson —which Did Not Air Until 11:30 PM, Will Not be Available Until Tuesday

Local Markets Show Ratings Surge in Final Quarter-Hour

The inaugural CBS ELITEXC SATURDAY NIGHT FIGHTS mixed martial arts event, live from Newark N.J., led the Network to demographic victory and significant time period growth among all key young adult and young men demographics from 9:00-11:00 PM, according to preliminary Nielsen live plus same day ratings for Saturday, May 31.

The 9:00-11:00PM portion of CBS ELITEXC SATURDAY NIGHT FIGHTS (2.7/05, 4.30m) was first in adults 25-54 (1.9/06), adults 18-49 (1.9/06), adults 18-34 (1.9/07), men 25-54 (2.6/08), men 18-49 (2.5/08) and men 18-34 (2.6/10).

Editors Note: Preliminary national ratings for Saturday night only include the 9:00-11:00 PM prime time portion of the broadcast and do not include the highest rated part of the telecast–Kimbo Slice vs. James Thompson–which didn’t air until 11:30 PM. Full program ratings will not be available until Tuesday.

Also, CBS programming was pre-empted in approximately 5% of the country due to coverage of the Children’s Miracle Network Telethon.

The broadcast posted increases in every half-hour in key adult and men demographics:

Adults Men Adults Men Adults Men
18-34 18-34 18-49 18-49 25-54 25-54

9PM 1.4 1.7 1.4 1.7 1.5 1.8
9:30PM 1.5 2.1 1.6 2.0 1.6 2.2
10PM 2.1 3.0 2.1 2.8 2.1 2.9
1030PM 2.5 3.6 2.4 3.4 2.5 3.4

Compared to the 9:00-11:00PM regularly scheduled programming during the 2007-08 season, CBS was up +36% in adults 18-49 (from 1.4/04), +111% in adults 18-34 (from 0.9/03), +86% in men 25-54 (from 1.4/04), +127% in men 18-49 (from 1.1/03), +271% in men 18-34 (from 0.7/03).

In the 54 metered local markets, the broadcast gained in every half-hour, beginning with a 2.4/5 from 9:00-9:30 PM and peaking at a 4.7/10 from 11:30-11:45 PM during the Kimbo Slice vs. James Thompson main event.

Half-hour by half-hour ratings in the 54 metered markets.


The Top 10 markets from 11:30-11:45 PM (featuring Kimbo Slice vs. James Thompson)

1) Oklahoma City/KWTV 11.1/18
2) Nashville/WTVF 10.3/19
3) New Orleans/WWL 9.7/15
4) Memphis/WREG 8.4/14
5) Greenville-Spartanburg- 8.0/15
6) Las Vegas/KLAS 7.5/15
7T) Tulsa/KOTV 7.3/13
7T) Miami/WFOR 7.3/12
9) Los Angeles/KCBS 7.2/17
10) St Louis/KMOV 7.1/13

SHOWTIME will rebroadcast last night’s event on Friday, June 13 (11:00 PM, ET/PT).

I am far from an expert in deciphering ratings, but luckily Adam Swift at is.

EliteXC Saturday Night Fights on CBS drew a 2.7 rating (4.3 million viewers) from 9:00-11:00PM EST last night. That number is likely to grow considerably once the final ratings for the full broadcast are available, including the 11:00-11:45 period which featured the main event between Kimbo Slice and James Thompson. In the 54 metered markets the entire broadcast averaged a 3.4 rating.

In the key demographics (again 9-11:00PM), the broadcast delivered in spades, winning the night in P18-49 (1.9), P18-34 (1.9), P25-54 (1.9), and in M18-49 (2.5), M18-34 (2.6), and M25-54 (2.6). The comp comparison (v. regularly scheduled programming in the same time slot on CBS) was phenomenal in the demos: +36% in P18-49, +111% in P18-34, +86% in M25-54, +127% in M18-49, and the most spectacular of all, +271% in M18-49.

If you remember, it was believed that anywhere between 3-4 million viewers would be considered a success. It appears that so far, they have exceeded that number by 300,000 viewers, and it will only get better once the Kimbo numbers come in. Despite the mixed reviews and my personal opinions on the show, the numbers are the most important and this should be enough to warrant a second show. However, the real test will be how many tune back in? Especially with Kimbo losing his aura last night.

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