How NBC stumbled into 5th place

The network's recent ratings slide is a blow to parent company Comcast. Here are 4 ways the Peacock blew it.

By Aimee Picchi Feb 22, 2013 2:59PM

An NBC logo hangs in a window of the NBC Experience store in New York, NY in 2009 (© Daniel Acker/Bloomberg via Getty Images)NBC, the once-proud peacock, is finding its plumage rather tattered this winter. 


After starting off the TV season with a strong fall, NBC has suffered from a series of poor programming decisions that have left it in a humiliating spot: For the first time ever, NBC will come in fifth place in a sweeps period, behind even Spanish-language broadcaster Univision.


The swift decline comes at a poor time for Comcast (CMCSA), which earlier this month showed its confidence in NBC Universal by agreeing to buy the remaining 49% stake of the media company that General Electric (GE) still owned.


Yes, NBC is just one unit of NBC Universal, which also owns cable networks and a movie studio. But its struggles raise concerns about how NBC's advertising rates and profits might suffer, and whether the network can recover later this year.


So, how did NBC fall from first place in September to dead last in February? Here are four missteps:


Delaying NBC's real hits: Rather mystifyingly, the network postponed the return of several of its bona fide hits until March. Remember "Revolution," the sci-fi drama that had people talking last September? No? That's because it has taken a four-month hiatus. "Grimm," another one of NBC's hits, was given the same break and hasn't aired a new episode since November. 


Poor promotion: Regardless of the show's quality, "Do No Harm" -- which scored the lowest in-season premiere rating for a top-four broadcast -- suffered from poor advertising, according to Deadline.com. Few viewers were aware of the show, and its promotional art made the lead actor unrecognizable. 


Messing with OK shows: As the old adage says, if it ain't broke, don't fix it. NBC decided to "fix" a few shows, leading to one spectacular breakdown: The sitcom "Up All Night" is now on death watch. Once perceived as a promising comedy, the show was overhauled and was set to be taped in front of a live audience. Then its co-star, Christina Applegate, quit, and its other co-star, Will Arnett, signed on for a CBS pilot.


Sticking with broken shows: "Smash" had a rocky first season, but was renewed with NBC chief Bob Greenblatt calling it an "unqualified success." Er, not so much. The musical, which is expensive to produce, has continued to see audience erosion in its second season and is now likely to be canceled, according to TVbytheNumbers.com.


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357Comments
Feb 22, 2013 3:29PM
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The worst news site around, they don't even deny how bias they are....
Feb 22, 2013 3:23PM
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Maybe it has something to do with being up Oblamo's *ss all the time..

Feb 22, 2013 3:45PM
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When the liberal news people falsify facts, re-invent history, engage in biased reporting, do subtle hit pieces on the republican candidates and campaign rallies for the democrat candidates, it results in a substantial loss of credibility and  clearly shows that the network is a mere shell of a legitimate organization.
Feb 22, 2013 3:53PM
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Maybe they'll get the message, we don't want to be bombarded with liberal gay sitcoms and reality shows.
Feb 22, 2013 3:17PM
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For an example just look around this so called news site.......the place is a complete joke.
Feb 22, 2013 3:32PM
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One of the main reasons NBC has fallen so quickly and fast is not mentioned here.  Probably because this article is written by a far left Liberal. But the news section of NBC has been caught in several recent edit of news to make news look more positive toward the left and more negative toward the right. Actually they should have their FCC right revoked for some of the false news they have been carrying. But I am sure those incidents have much to do with the ratings fall and pushes more people to watch FOX where they are more neatrual and you can see both sides of the srgument there.
Feb 22, 2013 3:47PM
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The founding fathers knew the importance of a free press to ensure the people received honest, truthful, and accurate news about their leaders and governments dealings. We have completely lost our free press in this country, every TV news agency, cable news, radio, news paper, magazine, and talk show has been bought out or in an attempt to get ratings is pushing one side’s agenda or the other. Everything is so slanted, twisted, or spun the entire country seems lost and confused about any and all issues facing this nation. We are completely paralyzed as a nation because no one has any idea what the truth is anymore. Just look around this Web site or any other site, read a few of the comments people are writing if you need an example, and I have no idea how we as a nation are going to fix this.
Feb 22, 2013 3:59PM
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Fox/Fox News is laughing all the way to the bank and the top ratings. NBC (and MSNBC) spent so much time kissing Premier Obama's buttocks, ignoring the Constitution, and trying to advance the uber-liberal agenda, they forgot to report any real or honest news, write and good shows, notice the rest of the world, etc. I agree their web sites are a complete joke. I hope Rick Santelli moves to Fox Business like several of his former correspondents have. He's the only guy I miss from all of NBC...
Feb 22, 2013 3:53PM
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The networks need to put on some programming that is interesting, you can learn something, and isn't full of gays dancing around.

Feb 22, 2013 3:26PM
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When Anne Curri was let go, I wondered..."Who made that decision?"

She had, in my opinion, more journalistic talent than the rest of the crew.

That's when I stopped tuning in to NBC in the morning

Feb 22, 2013 3:40PM
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Have you thought about all the bad publicity they are getting from the more conservative audience? NBC went from being edgy to being offensive. Some viewers, like myself, and who is not a hardcore Christian shy away from some of their shows.
Feb 22, 2013 4:21PM
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Liberal NBC, CNBC revenues down: Stick you finger in the eye of Businesses and Tax payers and this is what happend.  Liberally support the robbery of Business Profits and Tax Payers hard earned money to fund OBAMA Socialism.  Remember you need Businesses to be sucessul to advertize on you puff piece net work.
Feb 22, 2013 4:05PM
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Being a wholey owned propaganda machine for GE (and now Communist Cast), didn't help matters much for NBC either. A Democracy is dead without a Free Press. Somethings cannot, and should not, be owned.
Feb 22, 2013 3:42PM
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Wow, I am shocked.  Liberal a$$holes
Feb 22, 2013 4:13PM
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NBC needs to fire all their anchors,  they are a poor group of clowns.  I can't stand to watch them anymore.
Feb 22, 2013 3:57PM
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iI's all the fault of Matt Lauer. He's such a putz. Bring back Ann Currie and NBC's fortunes will improve. 
Feb 22, 2013 3:29PM
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There are 0 shows that interest me on NBC.  They're all mostly terrible.  Nothing can compete with what is on AMC/HBO (Walking Dead, Mad Men, Breaking Bad, Boardwalk Empire).  
Feb 22, 2013 3:52PM
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GE screwed this pooch first.  One thing is consistent in the business world regardless if the company is winning or failing - the results and accountability for them rests completely in the leadership.  While the circumstances are unfortunate for Comcast (due diligence snafu??) there is ultimately one place to look in this instance; Jeff Immelt.
Feb 22, 2013 4:25PM
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NBC has embraced the far extreme left ideology.  They insist on painting Christians in a bad light and that pisses off the 83% of the country who identify with Christianity even if they are not practicing Christians.  GCB was a perfect example and was the first in your face failure that led NBC to the place it finds itself in today.  MSNBC's selective editing of audio and video to make conservatives appear racist was just the nail in the coffin.
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