The new year is proving a tough ride for Comcast‘s (NASDAQ:CMCSA) NBC broadcast network.
Ratings during the critical February sweeps period have fallen sharply for the Peacock Network, which looks to finish the month, far out of the top three, falling behind even Spanish-language network Univision to fifth place among adults aged 18 to 49, Deadline.com notes.
Since the beginning of sweeps, NBC has averaged a 1.2 rating in the critical demographic, compared to an average rating of 1.5 for Univision. Univision beat CBS (NYSE:CBS) during sweeps months in 2010 and 2012, but it has never eclipsed NBC before.
So far this month, CBS is the ratings king among broadcast networks, averaging a 4.9 rating in the key adult demographic. Fox comes in second with a 2.0 rating, followed by ABC with 1.7.
It’s a change of Fortune for NBC, which seemed to have reversed years of lackluster ratings by winning the November sweeps with a slate of popular news shows. It recent efforts haven’t been so lucky. Do No Harm was yanked from the schedule after just two airings, and the return of sophomore show Smash saw its ratings crater 71% from its first season premiere.
Earlier this month, Comcast purchased General Electric‘s (NYSE:GE) remaining minority interest in NBCUniversal for $16.7 billion.
Shares of Comcast rose fractionally in pre-market trading on Friday.