Tuesday, August 2, 2011

Brian Williams's "Dateline" Special Is Crushed In The Ratings

CONGRATULATIONS TO BRIAN WILLIAMS! His Sunday "Dateline" special "Inside Congress" placed third in total viewers (out of four networks) in its 7:00 PM time slot. Brian's "Dateline" managed to beat a rerun of "American Dad" on Fox (and a "Bob's Burgers" rerun in the 7:30 slot), but was beaten by a rerun of "America's Funniest Home Videos" on ABC. (CBS's "60 Minutes" had more than double the "Dateline" ratings.) And in the all-important 18-49 demographic, Brian's "Dateline" came in dead last--earning lower ratings and share in this demo than "American Dad", "Bob's Burgers" and "America's Funniest Home Videos". And this was despite the fact that Brian shamelessly and relentlessly promoted "Dateline: Inside Congress" every night this week on Nightly News. He even anchored Sunday's Nightly News in a desperate attempt to boost the "Dateline" ratings. It didn't seem to help. Beaten in the ratings by a rerun of "America's Funniest Home Videos". How humiliating this must be for Brian.

Meanwhile--inexplicably--Brian continued to promote his "Dateline" special on Monday's Nightly News--even though "Dateline" had already aired a day earlier! I guess for Brian Williams, rabid self-promotion is just force of habit.

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