Report - published September 04, 2014

TV Doesn’t Take Off For Labor Day, Do Its Fans?

TV Doesn’t Take Off For Labor Day, Do Its Fans?

Key insights from this report:

  1. Labor Day 2014 saw mixed performances from some of the season's most popular primetime programs. P 18-49 powerhouse "Love & Hip Hop Atlanta 3," FOX's "Master Chef" and a two-hour special episode of "American Ninja Warrior" performed well. CBS' "Under The Dome" did not.
  2. With a total day average of .70, FXX was Labor Day’s #1 cable network among P 18-49 and 25-54 thanks to "The Simpsons" marathon programming. USA finished #2 among P 25-54, anchored by "Monday Night Raw" and an "NCIS" marathon. HISTORY cracked the top 10 with help from "Pawn Stars" to go with part one of the two-part "Houdini" at night. A marathon of "Friends" gave TBS a boost among P 25-54, as did "Fast N' Loud" for Discovery.
  3. Over on the broadcast side, "American Ninja Warrior" and "America's Next Top Model" boosted NBC and CW, respectively, to their top Labor Day performances in over five years.

Labor Day is a national holiday which honors the American worker with a Monday free from the typical grind. Does he or she enjoy the Monday break by turning on the tube? Networks bank on this being the case, and they often decide to air “special” and sometimes extended episodes of their Monday primetime series. Some networks use the holiday to televise original specials, including HISTORY and part one of the two-part Houdini miniseries. Lifetime aired The Unauthorized Saved by the Bell Story at 9pm, the latter of which (spoiler alert!) didn’t fare so well.

Let’s take a look at the top primetime telecasts and networks from Labor Day 2014, how their performance on Labor Day compares with other parts of the summer, and then how Labor Day viewing numbers compare with those of other federal holidays.

Top Primetime Performers of Labor Day 2014 (L+SD)

Click on a column header to sort by a specific category:

Date Originator Program Special Indicator Telecast Start Time Reported Duration P 18-49 Rtg% P 18-49 Proj (000s) P 25-54 Rtg % P 25-54 Proj (000s) P 2+ Proj (000s) P 2+ Proj Rank
09/01/2014 VH1 LOVE & HIP HOP ATLANTA 3 08:00 PM 60 2.08 2645 1.89 2263 4063 6
09/01/2014 NBC AMERICAN NINJA WARRIOR 09:00 PM 120 1.92 2441 2.25 2689 5828 2
09/01/2014 FOX MASTERCHEF-LABOR DAY 8P S 08:00 PM 60 1.91 2427 2.34 2797 5636 3
09/01/2014 UNI MI CORAZON ES TUYO MON 08:00 PM 64 1.40 1775 1.39 1661 3671 14
09/01/2014 USA NETWORK WWE ENTERTAINMENT 10:00 PM 67 1.36 1724 1.45 1737 3827 11
09/01/2014 USA NETWORK WWE ENTERTAINMENT 09:00 PM 60 1.34 1696 1.47 1758 3925 8
09/01/2014 USA NETWORK WWE ENTERTAINMENT 08:00 PM 60 1.32 1676 1.43 1709 4009 7
09/01/2014 FOX HOTEL HELL-LABOR DAY 9P S 09:00 PM 60 1.32 1673 1.55 1858 3860 9
09/01/2014 ABC BACHELOR IN PARADISE-9/1 S 08:00 PM 121 1.29 1641 1.63 1949 5011 4
09/01/2014 UNI HASTA FIN DEL MUNDO MON 09:04 PM 59 1.20 1522 1.30 1549 3105 15
09/01/2014 CBS UNDER THE DOME-SPECIAL S 10:00 PM 60 1.17 1484 1.79 2138 6292 1
09/01/2014 DISCOVERY CHANNEL FAST N LOUD 09:01 PM 61 1.14 1445 1.35 1615 2803 16
09/01/2014 E! KEEPING UP KARDASHIANS 09:00 PM 61 1.12 1425 0.98 1168 2101 21
09/01/2014 VH1 T.I. AND TINY 4 09:00 PM 30 1.04 1321 1.00 1195 2431 19
09/01/2014 TEL SENOR DE LOS CIELOS II M 10:00 PM 60 1.04 1315 1.05 1253 2040 22
09/01/2014 UNI MALQUERIDA MON 10:03 PM 57 0.97 1232 0.99 1180 2458 18
09/01/2014 NBC RUNNING WILD:B GRYLLS 9/1 S 08:00 PM 60 0.94 1194 1.27 1521 3845 10
09/01/2014 HISTORY HOUDINI 09:00 PM 120 0.94 1191 1.23 1469 3709 13
09/01/2014 ABC MISTRESSES SP-9/1 S 10:01 PM 59 0.91 1161 1.16 1390 3739 12
09/01/2014 BRAVO REAL HOUSEWIVES OF OC S 09:00 PM 61 0.90 1144 1.04 1245 2032 23
09/01/2014 LIFETIME TELEVISION MOVIE 09:00 PM 121 0.90 1143 0.95 1130 1588 29
09/01/2014 CBS CBS FALL PREVIEW S 08:30 PM 30 0.83 1059 1.34 1601 4623 5
09/01/2014 VH1 ATLANTA EXES 09:30 PM 60 0.82 1046 0.87 1045 1905 27
09/01/2014 HISTORY PAWN STARS 08:30 PM 30 0.71 904 0.99 1189 2752 17
09/01/2014 DISCOVERY CHANNEL HIGHWAY TO SELL 10:02 PM 61 0.60 767 0.74 880 1563 30
09/01/2014 HISTORY PAWN STARS 08:00 PM 30 0.57 724 0.83 992 2394 20
09/01/2014 TEL EN OTRA PIEL M 09:01 PM 59 0.56 712 0.68 807 1436 31
09/01/2014 MTV: MUSIC TELEVISION TEEN WOLF SSN 4 10:00 PM 61 0.56 711 0.33 391 1293 34
09/01/2014 HOME AND GARDEN TV HOUSE HUNTERS INTL 10:30 PM 30 0.47 598 0.59 707 2019 24
09/01/2014 CW AMERICA’S TOP MODEL-9/1 S 09:00 PM 60 0.41 525 0.48 569 1227 37
09/01/2014 TURNER NETWORK TELEVISION DALLAS 09:00 PM 61 0.40 509 0.60 722 1931 26
09/01/2014 E! RICHKIDS OF BEVERLY HILLS 10:01 PM 30 0.40 502 0.36 432 773 42
09/01/2014 HOME AND GARDEN TV HOUSE HUNTERS 10:00 PM 30 0.38 480 0.60 715 1934 25
09/01/2014 TEL REINA DE CORAZONES M 08:01 PM 60 0.36 463 0.40 475 922 38
09/01/2014 HOME AND GARDEN TV LAKEFRONT BARGAIN HUNT 08:30 PM 30 0.35 439 0.44 529 1402 32
09/01/2014 ABC FAMILY BIG SCREEN MOVIE 09:00 PM 120 0.32 407 0.33 390 1376 33
09/01/2014 HOME AND GARDEN TV LAKEFRONT BARGAIN HUNT 08:00 PM 30 0.31 396 0.35 415 1252 35
09/01/2014 NICK-AT-NITE DIARY OF A WIMPY KID 08:00 PM 120 0.31 394 0.29 343 1242 36
09/01/2014 ANIMAL PLANET MUD LOVIN REDNECKS 08:00 PM 61 0.22 279 0.29 346 639 47
09/01/2014 LIFETIME MOVIE NETWORK LMN SPECIAL S 09:00 PM 90 0.21 272 0.26 307 528 52
09/01/2014 BRAVO JERSEY BELLE 10:01 PM 60 0.21 268 0.26 306 551 51
09/01/2014 FX ANGER MANAGEMENT 10:00 PM 30 0.20 249 0.29 352 624 48
09/01/2014 FOOD NETWORK EATING AMERICA W/ANDERSON 10:30 PM 30 0.19 242 0.22 261 651 46
09/01/2014 FX PARTNERS 09:30 PM 30 0.19 241 0.27 325 749 43
09/01/2014 BBC-AMERICA TOP GEAR: CARS/PEOPLE 09:00 PM 60 0.19 238 0.20 244 470 56
09/01/2014 FX PARTNERS 09:00 PM 30 0.19 236 0.28 332 779 41
09/01/2014 INVESTIGATION DISCOVERY NOWHERE TO HIDE 10:00 PM 60 0.18 223 0.26 316 784 40
09/01/2014 INVESTIGATION DISCOVERY BLOODLANDS 09:00 PM 60 0.16 206 0.23 273 734 44
09/01/2014 FX ANGER MANAGEMENT 10:30 PM 30 0.16 205 0.25 297 503 54
09/01/2014 ANIMAL PLANET MUD LOVIN REDNECKS 09:01 PM 61 0.15 189 0.21 257 457 57
09/01/2014 ANIMAL PLANET MUD LOVIN REDNECKS 10:02 PM 61 0.12 150 0.15 185 309 67
09/01/2014 TRAVEL CHANNEL BIZARRE FOODS REPACK S 09:00 PM 60 0.12 149 0.12 144 358 62
09/01/2014 MAXPRIME AUSTIN POWERS:MAN OF MYST 08:00 PM 89 0.10 122 0.09 103 189 82
09/01/2014 FOX NEWS CHANNEL THE OREILLY FACTOR SPCL S 08:00 PM 60 0.09 120 0.16 196 1841 28
09/01/2014 MLB NETWORK SHOWCASE GAME 08:00 PM 205 0.09 120 0.11 126 379 61
09/01/2014 MAXPRIME BULLET TO THE HEAD 09:30 PM 91 0.09 115 0.11 135 212 77
09/01/2014 NAT GEO WILD ANIMAL FIGHT NIGHT 09:00 PM 60 0.09 115 0.14 168 504 53
09/01/2014 HBO PRIME BREAK 08:55 PM 5 0.09 111 0.10 123 305 68
09/01/2014 NAT GEO WILD ANIMAL FIGHT NIGHT 10:00 PM 60 0.08 107 0.11 131 341 64
09/01/2014 HBO PRIME BREAK 09:48 PM 12 0.08 106 0.12 148 300 69
09/01/2014 ESTRELLA NOTICIERO E GRATAS – MON 10:30 PM 30 0.08 102 0.12 140 294 70
09/01/2014 MAXPRIME BREAK 09:29 PM 1 0.08 97 0.08 91 143 89
09/01/2014 ESPNEWS SPORTSCENTER PRIME L 08:00 PM 60 0.08 96 0.05 57 150 87
09/01/2014 NATIONAL GEOGRAPHIC CHNL HASSELHOFF VS BERLIN WALL S 10:00 PM 60 0.07 93 0.08 100 216 76
09/01/2014 FOX NEWS CHANNEL HANNITY SPECIAL S 10:00 PM 60 0.07 92 0.13 153 714 45
09/01/2014 TVGN SOME KIND OF WONDERFUL 09:00 PM 120 0.07 90 0.07 83 181 83
09/01/2014 AMERICAN HEROES CHANNEL WWIIS GREATEST RAIDS 10:00 PM 60 0.07 89 0.10 124 388 60
09/01/2014 NFL NETWORK NFL TOTAL ACCESS 08:00 PM 30 0.07 87 0.10 124 206 79
09/01/2014 HLN NANCY GRACE 08:00 PM 60 0.07 86 0.08 97 330 65
09/01/2014 DESTINATION AMERICA BUYING THE BEACH 09:00 PM 30 0.07 84 0.11 129 273 71
09/01/2014 NFL NETWORK FILM SESSION 08:30 PM 30 0.06 79 0.07 89 149 88
09/01/2014 FOX NEWS CHANNEL KELLY FILE SPECIAL, THE S 09:00 PM 60 0.06 76 0.11 132 819 39
09/01/2014 THE WEATHER CHANNEL HURRICANE 360 09:00 PM 60 0.06 76 0.08 96 273 71
09/01/2014 Bounce TV MON MOVIE PT B 09:00 PM 180 0.06 74 0.09 104 204 80
09/01/2014 ESPNEWS SPORTSCENTER PRIME L 09:00 PM 60 0.06 74 0.06 69 151 86
09/01/2014 Me TV ANDY GRIFFITH MON 830P 08:30 PM 30 0.05 69 0.09 109 611 50
09/01/2014 Me TV HOGANS HEROES MON 9P 09:00 PM 30 0.05 69 0.11 134 619 49
09/01/2014 DIY NETWORK BLOG CABIN 09:30 PM 30 0.05 68 0.07 83 224 74
09/01/2014 ESPNEWS SPORTSCENTER PRIME L 10:00 PM 65 0.05 68 0.06 70 101 92
09/01/2014 Me TV GILLIGANS ISLAND MON 930P 09:30 PM 30 0.05 68 0.10 116 423 59
09/01/2014 Me TV BOB NEWHART SHOW MON 1030 10:30 PM 30 0.05 65 0.08 96 355 63
09/01/2014 HBO PRIME BREAK 10:54 PM 6 0.05 64 0.05 66 158 85
09/01/2014 ENCORE PRIMARY SHINING, THE (1997) 08:00 PM 91 0.05 61 0.07 80 219 75
09/01/2014 ESTRELLA ALARMA TV – MON 10P 10:00 PM 30 0.05 59 0.07 79 208 78
09/01/2014 MundoFox SULEIMAN MON 8P 08:00 PM 60 0.05 58 0.07 80 192 81
09/01/2014 COOKING CHANNEL CARNIVAL EATS 10:30 PM 30 0.04 55 0.05 64 113 90
09/01/2014 AZA SIEMPRE TUYA ACAPULCO MON 08:00 PM 60 0.04 54 0.04 53 66 98
09/01/2014 Me TV BOB NEWHART SHOW MON 10P 10:00 PM 30 0.04 52 0.07 79 314 66
09/01/2014 AZA AL EXTREMO MON 09:00 PM 63 0.04 46 0.04 51 87 96
09/01/2014 DISNEY XD STAR WARS REBELS SHORTS 09:29 PM 3 0.04 46 0.04 50 435 58
09/01/2014 UP SUPERNANNY 08:00 PM 60 0.04 46 0.04 46 171 84
09/01/2014 Me TV ANDY GRIFFITH MON 8P 08:00 PM 30 0.04 45 0.07 81 483 55
09/01/2014 FOX DEPORTES UFC-TUF LATINOAMERICA 10:00 PM 60 0.03 42 0.05 63 94 93
09/01/2014 AZA SOY TU DOBLE MON 10:03 PM 56 0.03 35 0.03 32 53 100
09/01/2014 TEENNICK AWESOMENESS TV 08:00 PM 30 0.03 35 0.01 8 242 73
09/01/2014 MundoFox MARIACHI MON 9PM 09:00 PM 60 0.02 27 0.03 38 93 94
09/01/2014 BEIN SPORT 90 IN 30 08:30 PM 30 0.02 26 0.01 16 27 112
09/01/2014 FYI RED HOT DESIGN 10:00 PM 60 0.02 26 0.03 42 104 91
09/01/2014 BEIN SPORT 90 IN 30 08:00 PM 30 0.02 23 0.02 23 23 114
09/01/2014 NBA-TV NBA GAMETIME 09:00 PM 30 0.02 20 0.02 20 37 108

The powerhouse that is Love & Hip Hop Atlanta 3 was the most-popular television program among the 18-49 demo on Labor Day. It was the only program to surpass a 2 rating in the demo, one which comprised 65% of the episode’s audience. The 4 million total viewers it averaged was up from the 3.6 million it has been averaging this season to-date.

A Labor Day “special” episode of FOX’s Master Chef took #1 overall among 25-54. The 60-minute special scored almost 2.8 million viewers in the demo. The 5.6 million total viewers it averaged was up from the 5.4 million it has been averaging this season to-date, and stayed steady from the previous week’s episode. American Ninja Warrior aired a two-hour special that finished right behind Master Chef in the 25-54 realm. The 5.8 million viewers P2+ was way up from the 5.3 million it has been averaging this season to-date.

That said, Labor Day wasn’t kind to all of the big broadcast series. While an hour-long Under The Dome special ended up as the most-watched program of the night, it was significantly down from its season P2+ average. Labor Day’s episode scored 6.3 million total viewers, about 1 million less than the season’s average to-date.

Other highlights from the Labor Day programming slate included a Bachelor In Paradise special on ABC, which performed a bit under average, a 30-minute-long CBS Fall Preview, USA’s WWE Monday Night Raw, the season finale of E!’s Keeping Up With The Kardashians and part one of the two-part Labor Day special Houdini on HISTORY.

The Top-Performing Cable Networks On Labor Day 2014 (L+SD, Total Day)

Below is a ranking of the top-performing ad-supported cable networks on Labor Day. The metrics include P 18-49 and P 25-54:

With a total day average of .70, FXX was the #1 network among P 18-49 and 25-54 thanks to The Simpsons marathon programming. USA finished #2 among P 25-54, anchored by an NCIS marathon and of course, Monday Night Raw. HISTORY benefited from a Pawn Stars marathon to go with Houdini at night. A marathon of Friends gave TBS a boost, as did Fast N’ Loud for Discovery.

 Labor Day Broadcast Primetime Averages: 2010 – 2014

Labor Day 2014 was a mixed bag when it came to American viewing habits during primetime. Let’s compare the broadcast averages with Labor Days of years past:

Measurement Interval Media Selection P 18-49 Rtg % P 25-54 Rtg % P 2+ Proj (000s)
09/06/2010 – 09/06/2010 (All) ABC AFFILIATES 1.7 2.0 4791
09/05/2011 – 09/05/2011 (All) ABC AFFILIATES 1.5 1.9 5342
09/03/2012 – 09/03/2012 (All) ABC AFFILIATES 1.1 1.4 4088
09/02/2013 – 09/02/2013 (All) ABC AFFILIATES 1.1 1.3 4167
09/01/2014 – 09/01/2014 (All) ABC AFFILIATES 1.1 1.4 4284
09/06/2010 – 09/06/2010 (All) CBS AFFILIATES 1.7 2.2 6127
09/05/2011 – 09/05/2011 (All) CBS AFFILIATES 1.3 1.7 4489
09/03/2012 – 09/03/2012 (All) CBS AFFILIATES 1.3 1.6 4627
09/02/2013 – 09/02/2013 (All) CBS AFFILIATES 1.6 2.2 6824
09/01/2014 – 09/01/2014 (All) CBS AFFILIATES 1.0 1.6 5369
09/06/2010 – 09/06/2010 (All) CW AFFILIATES 0.3 0.3 903
09/05/2011 – 09/05/2011 (All) CW AFFILIATES 0.3 0.3 820
09/03/2012 – 09/03/2012 (All) CW AFFILIATES 0.3 0.3 861
09/02/2013 – 09/02/2013 (All) CW AFFILIATES 0.2 0.2 726
09/01/2014 – 09/01/2014 (All) CW AFFILIATES 0.4 0.5 1352
09/06/2010 – 09/06/2010 (All) FOX AFFILIATES 1.1 1.3 3653
09/05/2011 – 09/05/2011 (All) FOX AFFILIATES 1.9 2.4 4811
09/03/2012 – 09/03/2012 (All) FOX AFFILIATES 1.6 2.0 4397
09/02/2013 – 09/02/2013 (All) FOX AFFILIATES 0.9 1.0 2670
09/01/2014 – 09/01/2014 (All) FOX AFFILIATES 1.5 1.8 4670
09/06/2010 – 09/06/2010 (All) NBC AFFILIATES 1.3 1.7 4998
09/05/2011 – 09/05/2011 (All) NBC AFFILIATES 0.9 1.2 3708
09/03/2012 – 09/03/2012 (All) NBC AFFILIATES 1.1 1.4 3443
09/02/2013 – 09/02/2013 (All) NBC AFFILIATES 1.4 1.6 4302
09/01/2014 – 09/01/2014 (All) NBC AFFILIATES 1.6 1.9 5138

ABC, buoyed by the Bachelor In Paradise special, remained steady from the previous year in P 18-49 and climbed up a tenth of a point in 25-54. The past few Labor Days were far lower than the 2010 and 2011 editions.

When considering the key demos, CBS had its worst Labor Day in the past five years. Under The Dome did not fare well in the key demos and the average primetime viewership was far lower than that of Labor Day 2013.

With help from an America’s Top Model special, CW scored its highest-rated and most-watched Labor Day in over five years.

After a mediocre Labor Day 2013, Master Chef boosted FOX’s Labor Day 2014 primetime numbers. While the numbers in the key demos were lower than in 2012, the total viewer average P2+ was the highest since Labor Day 2011.

NBC had its most successful Labor Day primetime in over five years, thanks to the solid performance of the two-hour American Ninja Warrior special.

Comparing Broadcast Viewing Habits On Major Holidays (L+SD)

Let’s compare how much Broadcast TV people watched on Labor Day 2014 compared to New Year’s Day, Memorial Day, Independence Day, Thanksgiving 2013 and Christmas 2013:

Measurement Interval Media Selection P 18-49 Rtg% P 18-49 Proj (000s) P 25-54 Rtg% P 25-54 Proj (000s) P 2+ Proj (000s)
Thanksgiving 2013 ABC AFFILIATES 0.6 737 0.8 971 2689
Christmas 2013 ABC AFFILIATES 1.1 1458 1.4 1640 3908
New Years Day 2014 ABC AFFILIATES 1.0 1311 1.4 1690 4760
Memorial Day 2014 ABC AFFILIATES 0.6 805 0.9 1074 3192
Independence Day 2014 ABC AFFILIATES 0.5 578 0.7 812 2517
Labor Day 2014 ABC AFFILIATES 0.6 735 0.8 974 3119
Thanksgiving 2013 CBS AFFILIATES 2.3 2973 2.8 3343 8136
Christmas 2013 CBS AFFILIATES 0.4 549 0.7 795 2653
New Years Day 2014 CBS AFFILIATES 0.6 718 0.9 1041 3354
Memorial Day 2014 CBS AFFILIATES 0.5 625 0.8 913 2986
Independence Day 2014 CBS AFFILIATES 0.4 451 0.6 672 2469
Labor Day 2014 CBS AFFILIATES 0.4 550 0.7 792 2532
Thanksgiving 2013 CW AFFILIATES 0.2 301 0.3 365 846
Christmas 2013 CW AFFILIATES 0.3 356 0.3 396 895
New Years Day 2014 CW AFFILIATES 0.4 462 0.5 539 1233
Memorial Day 2014 CW AFFILIATES 0.3 372 0.4 420 939
Independence Day 2014 CW AFFILIATES 0.2 270 0.3 317 741
Labor Day 2014 CW AFFILIATES 0.3 377 0.3 415 987
Thanksgiving 2013 FOX AFFILIATES 1.9 2352 2.2 2601 5935
Christmas 2013 FOX AFFILIATES 0.4 491 0.5 629 1424
New Years Day 2014 FOX AFFILIATES 0.5 692 0.7 840 1874
Memorial Day 2014 FOX AFFILIATES 0.5 666 0.7 831 1876
Independence Day 2014 FOX AFFILIATES 0.3 424 0.4 534 1297
Labor Day 2014 FOX AFFILIATES 0.6 699 0.7 860 1978
Thanksgiving 2013 NBC AFFILIATES 2.6 3341 3.1 3699 9329
Christmas 2013 NBC AFFILIATES 0.5 589 0.6 752 2360
New Years Day 2014 NBC AFFILIATES 0.8 1077 1.1 1295 3604
Memorial Day 2014 NBC AFFILIATES 0.6 757 0.8 946 2539
Independence Day 2014 NBC AFFILIATES 0.6 703 0.7 889 2650
Labor Day 2014 NBC AFFILIATES 0.6 788 0.9 1019 2882
Thanksgiving 2013 UNIVISION AFFILIATES 0.3 361 0.3 373 825
Christmas 2013 UNIVISION AFFILIATES 0.3 406 0.4 424 920
New Years Day 2014 UNIVISION AFFILIATES 0.5 574 0.5 586 1213
Memorial Day 2014 UNIVISION AFFILIATES 0.4 520 0.4 525 1045
Independence Day 2014 UNIVISION AFFILIATES 0.7 899 0.7 897 1732
Labor Day 2014 UNIVISION AFFILIATES 0.4 521 0.4 512 1126

Over on The Alphabet, Labor Day 2014 rested in the middle of the pack in terms of total viewers P2+. Predictably, New Year’s Day and its “Rose Bowl Game” / Parade festivities finished as #1.

On The Eye, Labor Day is the second-lowest-rated major holiday, just above July 4th. Thanksgiving Day is #1 thanks to NFL Football.

On CW, Labor Day and its anchor of America’s Top Model finished at #2 behind New Year’s Day.

Like CBS, FOX has a major NFL game on Thanksgiving Day and as a result, it scored the highest ratings out of the major holidays. Labor Day was #2. The same was true for NBC and its Thanksgiving night game. Labor Day was in the middle of the pack on both the Peacock and Univision.

 

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