(Deadline.Com) An already bad month is getting worse for NBC. For the first time in sweeps history, the network is projected to finish fifth in the key adults 18-49 demographic. That’s a crushing blow for NBC, which went from flying high in November with a sweep win & Steve Burke breaking his usual silence last fall to brag to the New York Times about the network’s performance to its shows cratering and ratings plunging. From the beginning of the February sweep on January 31 through February 19, NBC has averaged a 1.2 rating among adults 18-49. That’s below the 1.5 that Univision has been averaging so far over the 20 night of the sweep period.
In fact, Univision has bested NBC every singe night of the sweep so far among adults 18-49 and is poised to overtake NBC for its first fourth-place sweep finish in the demo. While this isn’t the first time Univision has topped one of the Big Three for a month (it ranked higher than CBS in July 2010 and 2012), it is the first time the Spanish-language network has beaten NBC and the first time it has come in fourth place in an in-season sweep. In addition to Univision, NBC also ranks below the 1.7 18-49 rating that ABC has been averaging this sweep, as well as the 2.0 rating for Fox and the 4.9 rating for leader CBS, which of course is buoyed by its broadcast of the Super Bowl on February 3 and the Grammy Awards on February 10. (read more)