New York Times 14th October 1982 MIXED RATINGS FOR NBC

 

MIXED RATINGS FOR NBC

By Tony Schwartz Published Oct. 14, 1982

THE bad news at NBC is that despite high hopes and a rare measure of critical acclaim for its new prime-time shows, the network ran a distant third for a second consecutive week to ABC and CBS in the national prime-time ratings.

But the good news for NBC is that nearly all its shows are attracting far bigger audiences in major cities than they are nationally - most especially its comedies. Last week, the network finished first in the prime-time ratings in New York City and Chicago and second in Los Angeles and San Francisco.

NBC's urban numbers are notable, most particularly in New York City. ''Fame,'' for example, which is attracting only 22 per cent of the viewing audience nationally - a number that spells failure - has gotten a healthy 30 share here. Other examples including ''Silver Spoons,'' which has a 26 share nationally and a 33 locally; ''Hill Street Blues,'' 31 nationally and 37 locally; and ''The Powers of Matthew Star,'' a 22 nationally and a 29 locally; and ''Cheers,'' - perhaps the most praised new show of the season - a 19 nationally, and a 24 locally. A 26 or 27 share is considered the minimum necessary for survival.

NBC's urban strength, should it hold, has two possible opportunities. The first is financial - certain advertisers pay a premium for young, urban audiences. The second is competitive - ABC, with its longstanding emphasis on comedy, has long had a lock on those viewers.