“Survivor” vs. “Friends” — rarely does a prime-time rivalry generate such friction.
In the late ’80s, when FOX decided to put “The Simpsons” up against “The Cosby Show” on Thursday nights, it caused some debate. Today, the battle for Thursday has greatly intensified.
Mike Nelson of NBC Entertainment Publicity tells Hollywood.com that “Survivor” is Thursday’s “toughest challenge in more than a decade,” and the ratings reflect it. But exactly why is “Survivor” besting “Friends” in the Nielsens?
Demographics
In the world of TV — up until now — only one demographic has ever mattered: viewers aged 18-49. Targeted for their sheer spending power, the networks have catered to this demo for decades — as they attract the majority of the advertisers. In the 18-49 bracket, according to Nielsen Media Research, “Survivor” and “Friends” are virtually neck and neck: “Survivor” averages just over 14 million viewers; “Friends” averages just over 13 million.
The race would appear even…. Appear.
Overall — across the age brackets — “Survivor” brings in 28 million viewers per week on average, compared to the 22 million “Friends” attracts. Clearly, it’s the older viewing public awarding victory to CBS. And this makes perfect sense, as “Survivor” features castaways who are well over 50 years old. That “Matlock” crowd is making the difference.
However, NBC publicity exec Nelson dismisses this ratings edge, stating that all of Thursday is what matters, not just the 8 p.m. time slot. “The adult 18-49 demographic still represents the currency of the network television business,” he says. “While ‘Survivor’ certainly has helped improve CBS’ ratings, NBC continues to dominate Thursday nights.”
Marketing
While NBC is a proven marketing juggernaut, CBS has outfoxed the Peacock Network in terms of the “Survivor”/”Friends” rivalry. Beginning with “Survivor’s” premiere — just after the Super Bowl — CBS has shrewdly promoted the reality show.
Every morning after a castaway is voted off on “Survivor,” CBS’ “Early Show” features an exclusive interview with the banished member — a segment promoted during “Survivor.” Nice. Later, on “The Late Show with David Letterman,” Dave also interviews the castaway as part of a weekly “Survivor” spoof.
This steady infusion of all things “Survivor” furthers water-cooler discussion week after week.
The Desperation Factor?
Does “Friends” appear desperate in the eyes of viewers? Is NBC scrambling to add freshness to the show?
Several big-name guest stars have been brought in to boost ratings, including Jason Alexander, Susan Sarandon and, upcoming, Winona Ryder, who will reportedly play a lesbian. NBC has also been running a “Must See TV” contest in which viewers are challenged to count the number of times a kiss is shown onscreen throughout the Thursday-night lineup. Viewers are then asked to visit the NBC Web site to enter the contest.
Scrambling indeed.
Whether or not this contest is actually working remains to be seen. Certainly, the extra-10-minutes-of-‘Friends’ ploy has not stolen “Survivor” viewers away.
“Survivor”: Back to Basics
Ultimately, what made “Survivor” a success in the summer of 2000 will keep it a success this spring. Yes, there’s the backstabbing. Yes, there’s the drama. But above all else, there’s the issue of reruns. For the week of Feb. 26 through Mar. 4, NBC aired an old episode of “Friends.” The show failed to make the top 10. “Survivor,” with a fresh episode, was the top-rated show for that week, beating out perennial favorite “ER.”
Going a week here and there without airing new episodes of “Friends” could easily force viewers to go – and possibly stay — Down Under.
