In America, we are all about the winner. We love Vince Lombardi’s “Winning isn’t everything, it’s the only thing” quote, even if we get the context wrong more times than not. We love the concept that “second place is first loser”. We can thank the late Dale Earnhardt, Sr. for that bit of wisdom. And we love it when the winner puts lots of points on the board in the process of winning. I’m a firm believer that it’s one of the reasons why basketball is more popular than soccer. As Al Davis said, “Just Win, Baby”.
So there’s nothing more frustrating than a situation where a clear winner cannot be determined. Nobody likes a tie, and even a boxing match split decision falls into the “kiss your sister” category. Which is a silly saying, like kissing your brother is some great treat.
So this year’s television season is leaving everyone with a bit of a sour taste in their mouths. Both NBC and CBS are claiming to be the winner for the 2016-17 television season. They both have arguments in their favor, while neither side can present a commanding case.
For the third time in the last four years, the Peacock Network came out on top among viewers 18-49. And they did it the hard way. No network has ever won that age demographic WITHOUT the Super Bowl or the Olympics. The NFL championship game is usually the biggest single TV event in any given season, but this year it was on Fox. NBC did have the top two series in the prime demographic, Sunday Night Football and the second half of the Thursday Night Football series. CBS had the first half, which is when NFL TV ratings were in the toilet.
Meanwhile, CBS will point to the total viewership numbers, which they won by a million plus over NBC.
The reality is that all these numbers are window dressing. Because the overall viewership numbers are down. NBC might claim a win there because their numbers were static from last season. Everyone else showed drops in total viewer numbers. CBS was the winner among losers, seeing their numbers drop by twelve percent.
The reality is that all this sleight of hand is meant to divert us from the facts that broadcast television continues to struggle to keep viewers. There’s a real issue there that needs to be addressed. That’s going to require them to think in different terms, approach issues from a different point of view.
And probably find a new way to define winning.
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