Why ABC Is Heartbroken During July Sweeps Without ‘The Bachelorette’

·1-min read

TV in Summer 2020 feels like the stuff of yore, when mostly reruns populated the broadcast airwaves on any given night. Due to the coronavirus pandemic, 2019’s ratings co-champs for the July sweeps period, which resulted in a first-place tie between NBC and ABC, lost their biggest draws for this year: the 2020 Tokyo Summer Olympics and “The Bachelorette” Season 16, respectively. How have they responded? NBC still is still airing fresh episodes of “America’s Got Talent,” summer’s highest-rated series — albeit it in a COVID-friendly format, which is less pleasing to TV viewers. But ABC has been unable to replicate the ratings it lost out on by having to postpone its hit reality dating competition show, handing NBC a solo ratings win among adults 18-49 — the most desirable age range for broadcast’s primetime advertisers — for the July sweep. While the margin between the two nets is just one-tenth of a Nielsen ratings point, with numbers are this low, it’s a +20% advantage. One-tenth of a Nielsen ratings point (or in this case, -25%) behind ABC is a tie between CBS and Fox. CBS, however, rises to the very top of the broadcast leader board when talking about...

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