November was a strong month for television consumption in American households, with hundreds of billions of minutes watched across different platforms — and Sinclair benefitted from the trend, with its multicast networks experience sharp ratings growth thanks to its slate of premium programming, focused distribution efforts and upgraded channel placements.
On Wednesday, Sinclair said its three Nielsen-rated multicast networks — Comet, Charge and Roar — benefited from a growing national footprint, including new multicast affiliations, improved broadcast positions in key markets and broad carriage on streaming cable-like services, including YouTube TV and Hulu with Live TV.
Charge delivered one of its strongest months to date, fueled by expanded police procedural offerings. Since joining the weekday lineup, “Criminal Minds” drove a 67 percent month-over-month increase among adults 25–54 in access hours. On November 29, the series helped Charge achieve the highest-rated night in its history, averaging 73,000 viewers ages 25–54 and 123,000 viewers ages 35–64, according to Nielsen ratings.
The network has also seen gains from adding all seasons of “Homicide: Life on the Street,” which returned the multi-Emmy and Peabody Award-winning drama to broadcast television. Since its September launch, Charge’s 25–54 ratings have grown 36 percent. The network’s 6 p.m. to 1 a.m. lineup of “Criminal Minds,” “Law & Order: Criminal Intent” and “Homicide: Life on the Street” rose 13 percent month over month among adults 25–54 and lowered the median viewer age by two years.
Comet also posted one of the strongest months in its history, supported by science fiction and fantasy franchises and themed movie blocks. “Xena: Warrior Princess,” which joined the network in October, increased 19 percent among adults 35–64 and 12 percent among viewers 50 and older in its second month. On November 28, Comet ranked first among multicast networks for the night among adults 18–49 and 25–54, driven by a lineup that included “The Addams Family” and multiple “Star Trek” films.
Roar (formerly TBD), Sinclair’s contemporary comedy multicast network, recorded its highest-rated month ever in several dayparts. “America’s Funniest Home Videos,” which debuted in early November, grew 67 percent among adults 35–64 and 25 percent among viewers 50 and older. A Thanksgiving Day marathon of the series set an all-time network record, averaging 69,000 total viewers from 9 a.m. to 5 p.m.
“This has been a breakout month for our multicast networks,” Adam Ware, Sinclair’s Senior Vice President of Growth Networks, said in a prepared statement. He cited the performance as validation of Sinclair’s genre-focused programming strategy for both audiences and advertisers.
Over the past few years, Ware and other Sinclair executives have focused on placing the company’s multicast networks on stronger over-the-air channel positions, inking distribution agreements with Paramount’s CBS News & Stations, Nexstar Media Group and Fox Television Stations to do just that.
The addition of premium programming like Xena, Homicide and America’s Funniest Home Videos helps boost the attractiveness of Sinclair’s multicast network in over-the-air households, drawing them in when viewers sample across channels during larger events on broadcast networks like NFL football games, special events and award shows.
