Major Networks’ Prime-Time Ratings Dive To New Low

Finding better things to do during the July Fourth holiday, Americans turned off network television in record numbers last week.

The four major networks scored their lowest-ever combined rating and audience share for prime time in last week’s Nielsen Media Research rankings. It topped a dubious record set during the week of the Democratic national convention in 1996.

Last week’s record low wasn’t necessarily a surprise. Broadcast networks have seen their audience decline this year and the Fourth of July week is traditionally one of year’s lightest for television-watching.

It’s a clear indication that viewers are less tolerant of reruns when they have original choices on cable, said David Poltrack, executive vice president for research at CBS.

Unfortunately, it’s too costly to produce many more original episodes of regular series, even if writers and actors were willing to do it, he said.

The record overshadowed an historic week for “Dateline NBC,” which topped the rankings for the first time. The success of newsmagazines shows the hunger for new material, said Neil Shapiro, executive producer of “Dateline.”

“Dateline NBC’s” Tuesday edition was the first newsmagazine to win the week since Michael Jackson’s “PrimeTime Live” interview two years ago.

NBC narrowly won for the week, with a rating of 6.6 and a 14 share. CBS had a 6.5 rating and 13 share, ABC had a 5.6 rating and 12 share, and Fox had a 4.2 rating and 9 share.

For the week of June 30-July 6, the top 10 shows, their networks and ratings, were:

“Dateline NBC-Tuesday,” NBC, 10.9; “60 Minutes,” CBS, 10.7; “Dateline NBC-Monday,” NBC, 10.0; “Touched By an Angel,” CBS, 9.8; “PrimeTime Live,” ABC, 9.7; “Seinfeld,” NBC, 9.6; “ABC Monday Night Movie: Against Their Will,” ABC, 8.7; “CBS Sunday Movie: Awakenings,” CBS, 8.7; “ER,” NBC, 8.7; and “Suddenly Susan,” NBC, 8.7.