NBC is projected to finish fifth in the 18-to-49 age demographic for the first time in its history during the important February sweeps period, falling behind Spanish television network Univision.
The television sweeps take place four times per year in four week intervals, generally taking place in November, February, May, and July. During this time, major networks try to ramp up programming to get more viewers.
In November, NBC took first place in the sweeps, but in recent months, several of its key shows including “The Voice” and “Revolution” are still off. Broadcasts of NFL football won’t take place for another seven months.
During the February sweeps period, which ended Feb. 19, NBC averaged a 1.2 rating for the coveted 18-to-49 demographic, reported Deadline.com, while Univision averaged a 1.5 rating. It was the first time that Univision topped NBC and was the first time it came in fourth during an in-season sweep.
Bob Greenblatt, chairman of NBC Entertainment, told The Associated Press in November that “I’m the first one to say there will be ups and downs for the next few years” after his network was ranked first in the television sweeps.
NBC was hit with the lowest ratings for an in-season premiere in its history when “Do No Harm” made its debut on Jan. 31, 2013, Deadline reported. It added that the second season of “Smash” also did relatively poorly.
During last year’s sweep in February, NBC got first place, but that was primarily buoyed by covering the Super Bowl.
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