Nielsen: 33.6 million watched Obama ad

UPDATED: If Barack Obama fails to win the election, perhaps the networks should hire him to entertain viewers on Wednesday nights.

Obama's 30-minute primetime infomercial was seen by 33.6 million viewers across seven networks -- including CBS, NBC, Fox, Univision, MSNBC, BET and TV One.

That's 70% more people than watched the conclusion of the World Series last night on Fox (19.8 million). Clearly, Obama vs. McCain is more compelling to viewers this week than Phillies vs. Rays.

Nielsen estimates that roughly 71% of viewers were white, 17% of viewers were black and 15% were Hispanic.*

Now the tricky question is: What do you compare Obama's ad to? After all, such a national pre-election special hasn’t been attempted in more than a decade.

>> A Ross Perot political special in 1996 totaled 22 million viewers. And one of Perot's ads on Nov. 2 in 1992 carried on ABC and CBS attracted 26 million viewers. Obama's ad was 30% higher but, then again, Perot only got 19% of the vote on Election Day.

>> The lowest-rated of the three recent presidential debates received a 52.4 million viewers -- but that was carried by more networks and was, after all, a highly anticipated debate instead of a paid ad.

>> Among all seven networks, the time period typically draws a total of 30.3 million -- so Obama increased their viewership by about 11%.

The entertainment programming that usually runs in the slot on NBC, CBS and Fox averages 23.1 million viewers each week since the start of the season, roughly 9% lower than the Obama ad total on those networks (which is 25.5 million). 

But the usual shows are comedies and dramas. Can one realistically compare "Knight Rider" to a political ad? That would normally seem unfair -- to the politician. Obama improved NBC's time period average this season by 40% and CBS' by 19%.

And keep in mind Obama was competing against himself.

NBC was the most-viewed and highest-rated network for its presentation of Obama's ad, pulling 9.8 million viewers and a 3.0 preliminary adults 18-49 rating. CBS had 8.6 million (2.3) and Fox had 7.1 million (2.8). 

Among the top 56 local metered markets, Nielsen says the Baltimore market had the largest TV audience for the ad while the Portland market had the lowest.

As for ABC's underdog "Pushing Daisies," airing on the only major broadcaster not to carry the ad, the counterprogramming tied CBS for third place in the adults 18-49 demo in the afternoon nationals. "Daisies" (6.7 million, 2.3) was also up by 21% from last week to a season high. The CW's "America's Next Top Model" (3.9 million, 2.0), also running in the time period, didn't receive a bump and was on par with last week.

Further reading: Here's how the nation's top TV critics reacted to the ad.

Wednesday's non-Obama ratings: Fox tops night with conclusion of World Series.

ALSO: Video: The full infomercial ... The AP fact check .... Politico's pundits roundtable ... NY Post: Infomercial pitchman gives the ad high marks ... McCain responds

Previous: Obama ad will have live portion ... "Pushing Daisies" creator Fuller on competing with Obama ad ... CNN rejected Obama ad; Fox News not asked ... Thoughts on "The Obama Show" ... Obama buys half-hour of network primetime.

* Yes, the total is higher than 100%. Since the Hispanic designation concerns what language the viewer speaks, viewers can be white and Hispanic in Nielsen tallies.

Comments

[tom desrosier]

I'm not surprised about the ratings here. But not even these high ratings constitute the party faithful.

I just wrote on my blog that I think this might be the most corrupt election in history: http://www.dare2believe.com

Tom

[Kevin]

As shocked as I am that anyone could still be undecided in this election. I would be AMAZED if after watching the Obama special ANYONE could still claim be undecided.

It was simply amazing, powerful, well produced and told people how Obama will help them live better lives.

You talk about powerful television - this is it!

GO OBAMA!!!!

[Bob Gordon]

Wow! Higher ratings for a paid political show.

As a life long broadcaster who has worked with ratings and audience development, it would be hard for anyone to deny that this guy (oh yeah That One) has energized and connected with the U.S. population.

As an old guy who remembers the JFK campaign and election I am excited that my kids, grandkids and the American people once again have an opportunity to believe in the overall goodness and morality of their fellow citizens and the folks who work for them in Washington DC...

Let's go Barak...finish up with a kick ass week...and then move forward instituting the changes most Americans recognize we need to make.

[ericg]

Can't wait for Tuesday. I'll get a job, free health care and lower taxes, all paid for by rich people that live on Wall Street. Yes! Only request is to hurry up. My rent is due in two weeks.

[Kate]

WOW! It was a powerful piece and it talked about the reality of our situation. The trickle down economics don't work and it is time to go back to what it was under Clinton. Bush's tax policy favoring the wealthy didn't get us more jobs, didn't help business grow, didn't help our 401k. McCain wants to continue it!! 80% of Americans think we are going in the wrong direction, then why are 40% supporting McCain? It is really like voting for Bush for a 3rd time. When are people going to stop hitting their head against the wall hurting their pocket books before they realize that we need CHANGE and Obama has a better plan to get us out of this mess. My vote could not be eaiser, it is for Obama because the future of this Country depends on it!

[Shelley Dee]

Great numbers! Very exciting moment in history. The message was clear, concise, and compelling. Looking for a good result on Nov 4.

[WATCH US EXPLODE!]

Well produced and effective! Now the waiting game really begins. I can't wait for this to be all over. I've had enough anxiety attacks this year to last a lifetime!

[Janet]

Why is it that this election is currupt because Obama is raising a lot of money from ordinary people? and in 2000 and 2004 when bush was raising a lot of money, mind you, not from small doners, but form corporations, no one was complaining about the amount of money or even how he rasised it.

Do'nt hate the player hate the game!!

Go Obama/Binden!!!!!

[Elizabeth]

I hope the undecided and Indepent voters watched this. If Obama runs the Presidency the way he has run this campaign, it should be a very enlightening next four years.

[Allan Erickson]

BEST ELECTION VIDEO HANDS DOWN
http://www.eyeblast.tv/Public/Video.aspx?rsrcID=2036
13 minutes

[EJ]

I thought this was a great piece; so well synchronized by the director that the cutaway to live was absolutely seamless. As an avid Obama supporter I thought about skipping it, glad I didn't.
That said, I am annoyed at the attempt by the media to give McCain his own infomercial oppty free of charge with extended coverage of his campaign.

[EJ]

I thought this was a great piece; so well synchronized by the director that the cutaway to live was absolutely seamless. As an avid Obama supporter I thought about skipping it, glad I didn't.
That said, I am annoyed at the attempt by the media to give McCain his own infomercial oppty free of charge with extended coverage of his campaign.

[EJ]

I thought this was a great piece; so well synchronized by the director that the cutaway to live was absolutely seamless. As an avid Obama supporter I thought about skipping it, glad I didn't.
That said, I am annoyed at the attempt by the media to give McCain his own infomercial oppty free of charge with extended coverage of his campaign.

[Ed Muse]

The undecided are those who are too cowardly to admit they are racists.

[Ed Muse]

The undecided are those who are too cowardly to admit they are racists.

[KQuark]

Anyone undecided after this special needs to have their head examined. This election is about real people and their real problems. Obama wants to help people and bring American's standing in the world back to where it was. McCain just wants to attack and divide the nation to win an election. Not once did Obama mention his opponents because this election is not about them. This election is about us and Obama gets it.

[Adrian]

To ericq:

> Can't wait for Tuesday. I'll get a job, free health
> care and lower taxes, all paid for by rich people
> that live on Wall Street. Yes! Only request is to
> hurry up. My rent is due in two weeks.

This may be true. That is if all goes well and we should all hope it does. The only catch (that should concern you) is that for all that you're getting you will have to work your butt off at that job of yours. Nobody should get anything for free, and that includes you! But if you do your job, you should also not be cheated of your right to health care. Does this make sense to you, or do you need this explained again?

[gerard]

I couldnt have commented better Janet. You will be apologizing in a year tommy and thanking the rest of us for our forward thinking. CONTINUE TO VOLUNTEER UNTIL NEXT TUESDAY FOLKS! GOBAMA 08-16!!!

[Tim]

Obama is not going to solve all the economic problems, but he is the best choice we have now. Republicans had their chance to run things for the last 8 years, and look at what they have done with it. Democrats have a proven record of doing good by the economy, therefore, it is natural to elect a democrat at this point. No other way.

[Betty]

Which candidate will inspire us to do better?
It is really all about us. With so many of us with unlimited access to information, whether it's a library, local or national newspapers, blogs or from a multitude of media news, opinions or emails whatever, you have to have figured it out. There is no perfect candidate who can predict the future but I return to my original question...Which candidate?
I choose Obama.

[SANDRA]

AS A OBAMA SUPPORTER I EXPECTED NO LESS FROM HIM HE SPOKE TO THE PEOPLE NO NASTY REMARKS ABOUT MCCAIN OR PALIN WHICH IS ALL SHE DOES SINCE SHE LEFTED ALASKA OVER A MONTH AND A HALF ALL THIS LITTLE BIMBO DOES IS ATTACK AND LIE MCCAIN HAS DUG THIS PITBULL WITH LIPSTICK UP OUT OF THE DARK OF HELL NOW HE HAS TO LIVE WITH IT WE THE PUBLIC DON'T HER BASE LOVES THE HATE AND POISON THAT HAILS THESE SOCALLED GOD FEARING PEOPLE. THREATING TO KILL HIM OFF WITH HIS HEAD EVEN FEAR MONGERING ANY AA PERSON CLOSE BY .SHE HAS DUG UP ALL THE RACISTS SHE COULD AND MADE FRIENDS WITH HANNITY A KNOWN RACIST EVEN LITTLE LIZ ON THE VIEW HAS GOTTEN ON THE BAND WAGON WITH HER HATE FOR OBAMA. HE IS RUNNING FOR OFFICE HE IS AN AMERICAN CITIZEN LIKE MCCAIN SHE DISRESPECTS HIM AT WILL I COULDN'T SET ON THE VIEW WITH THAT RACIST WHICH IS ELIZABETH WE NOW KNOW WHAT SHE IS. I WON'T WATCH THE VIEW UNTIL SHE IS GONE AND I LOVE WALTERS SHOW .

[Jacqueline Patterson]

I was so enlighten by Barack's infomercial. I'm 52 and make a comfortable living. I might not be at a point
all the time to benefit from Barack's tax plan, because my income is not the same every year since I'm self-employed, but I'm happy to pay a little more in taxes to help working "middle-class" people get a break and live the American Dream. I cried through some of the hightligths because it was so heart-felt. Great job by the entire campaign, especially Barack.

[JUrton]

I thought this piece was moving. I was really touched by the people's stories and Barack's own story that he shared about his mom and how his mom raised him. The issues I already knew about. I'm not sure if there are any real undecided voters out there any more, but hopefully, they watched it too.

[Jacqueline Patterson]

I was so enlighten by Barack's infomercial. I'm 52 and make a comfortable living. I might not be at a point
all the time to benefit from Barack's tax plan, because my income is not the same every year since I'm self-employed, but I'm happy to pay a little more in taxes to help working "middle-class" people get a break and live the American Dream. I cried through some of the hightligths because it was so heart-felt. Great job by the entire campaign, especially Barack.

[YRH]

I watched the ad and was brought to tears. It was heartfelt that such humbleness could be felt and real of a candidate running for the Head and Oval office of corruption at its best. Maybe, just maybe Barack Obama is running because he knows that at least the American people working together for change now and always will bring about brighter days and peace of mind that we are still a great nation and we are still great people that deserve their piece of the American Dream and that yes we are entitled to have our fair share the same as the Rich. The Republicans' view of a perfect country is the Rich get richer, the poor get poorer because the poor will support the rich and all is good. I am tried of paying taxes for those living high on the hog and breaking my back so that I can't survive cause my menial pay, healthcare and life are less than worthy. I am tired of the GOP saying one thing and doing something else and think that I am not intelligent enough or for that matter not paying attention to what they are doing. We the American People need to wake up and stay awake to make this country better than the way we have so that those after us will have an even better opportunity to their piece of the American Dream. Spreading the wealth is the American Dream for all the citizens and not just a selected few as the clic of the Republican party. I am glad to have had a choice to watch the ad rather than be forced to listen to the garbage of the robocalls of the GOP. Way to go Sen. Obama, sound judgment on your part in taking into consideration the feelings and needs of the American People.

[YRH]

I watched the ad and was brought to tears. It was heartfelt that such humbleness could be felt and real of a candidate running for the Head and Oval office of corruption at its best. Maybe, just maybe Barack Obama is running because he knows that at least the American people working together for change now and always will bring about brighter days and peace of mind that we are still a great nation and we are still great people that deserve their piece of the American Dream and that yes we are entitled to have our fair share the same as the Rich. The Republicans' view of a perfect country is the Rich get richer, the poor get poorer because the poor will support the rich and all is good. I am tried of paying taxes for those living high on the hog and breaking my back so that I can't survive cause my menial pay, healthcare and life are less than worthy. I am tired of the GOP saying one thing and doing something else and think that I am not intelligent enough or for that matter not paying attention to what they are doing. We the American People need to wake up and stay awake to make this country better than the way we have so that those after us will have an even better opportunity to their piece of the American Dream. Spreading the wealth is the American Dream for all the citizens and not just a selected few as the clic of the Republican party. I am glad to have had a choice to watch the ad rather than be forced to listen to the garbage of the robocalls of the GOP. Way to go Sen. Obama, sound judgment on your part in taking into consideration the feelings and needs of the American People.

[Canadian]

I wish all the best for Americans. I sincerely hope they will come out of this mess and live happily. I had no problem with Mccain before, but after choosing Palin I am confused with him. He has become so negative, Palin is not good for America. Republican party has someone better than Palin I hope. Obama is RIGHT choice. It's in your(Americans) hands to choose, America needs to build bridges with other nations. Mccain is not going to do it.

[Steve Rhodes]

The adalso has been seen over 740,000 on Obama’s YouTube channel &other sites have posted it.

People probably also watched it at house parties and
public places (several bars in San Francisco showed
the debates).

And it was a 30 minute political ad, not an infomercial.

It was closer in format to a documentary (and was directed by an Oscar winning documentary filmmaker - I saw the camera crews at Obama's speech at the DNC).

[Duane]

Uhm, how come nobody is mentioning the fact that less people watched this (across all these networks) than watched any of the Presidential debates?

From the Nielsen website:

In comparison, the final debate between the two presidential candidates received a 38.3 household rating in the top 56 local TV markets. The candidates’ first debate on September 26 received a 34.7 household rating in the top 55 markets; their second debate, on October 7, received a 42.0 household rating in those markets.

And far fewer than the number who watched the VP debates? (Which had a rating of nearly 70% of all viewers.) And sadly for Obama, only 10% more, at prime viewing hour, than the nearly 11% who watched Palin on SNL, at 11:30 at night.

Yes, it may have "won" more viewers than regular Wednesday night programming, but only 21% of all the televisions in America is really not very good. For a guy who supposedly is going to be our next president, it seems a large portion of the country couldn't have cared less.

[Debbie]

I can't vote but I live in the States with my American husband and 2 children, I pay taxes and I work very hard - my husband who was a Republican will now vote for Obama - who represents hope & change for our future.
I can't believe how low & divisive the McCain/Palin campaign has stooped - it's just frightening how ignorant such a large number of American's are. It's 2008 and as a nation we should be more evolved than to fear a "black man" in office, Obama seems to be a very good man, a caring man, an educated man - who truly wants to unite the country and work to bring dignity & respect back to the USA - it's not going to be easy. But I'm a lot more hopeful for our future with him at the helm that a party that appeals to the lowest most base level. Not that all Republican's are "bad" people, but their party has been hijacked by the most dispicable rightwing nuts. Palin is an embarrassment to her sex, her party and to the USA - the world must be laughing the arses off!

[ericg]

Yo Adrian. When you're done teaching politics to a 3rd grader, yes, explain it again. Worked hard at a job for over 20 years, only to have the television network dump all the veterans because they need "young approaches", that will cost less. A network that still hasn't returned to its peak performanes of the past, despite the alleged brilliance of youth. Why Americans shun age and experience as a path to business and political success is a sad statement on this society.

But that's OK because after next Tuesday, I'll be getting a job. Thankfully, it will be a working class job well below my qualifications. Anything more than that and I'd have to be sharing my wealth. Wouldn't want to do that. That would be like giving someone a free ride. A free ride that you wouldn't approve of.

[a republican]

This was a very good presentation. I am a registered republican but I don't like the way McCain/Plain are running the campaign - its dirty, low class, and subliminally racist. They talk more about how bad Obama is but never talk about how good they are - maybe because they don't have any real ideas to talk about. One who divided the country should not be allowed to win an election. What has happened to the Republican Party Values? If McCain/Palin win then the party will continue on its dead-end path. We need a change -not only for our country but for the Republican Party also. So I will be voting for Obama - not just for the sake of the Republican Party but also because I am extremely impressed by Mr. Obama's intelligence and his "common man" attitude and philosophy.

[Bill Sixty]

I'm a sixty-year old WASP Registered (Reagan) Republican who thinks Sen Obama deserves a landslide victory. That was a great infommercial last night - moving, smartly-targeted and well shot. The 30 minutes flew by. It brought me to tears several times. Obamam is true a leader and a terrific execeutive with immense potential for our country. Compare that to the mess Bush's Republican Party has led us into (war, recession, scandal, etc.)and the unmitigated disaster that the McCain/Palin campaign has become. I cannot vote for those two screwballs-both are a bit brain-damaged and delusional. Everybody...get used to saying "President Obabma."

[JaneWaitress]

This was a well done, thoughtful infomercial. Hit upon broad themes affecting most Americans. Glad I watched, was not bored. I am more in love than ever. Keeping my fingers crossed until election day and hope my guy wins.

[Georgia Blue]

Duane posted: Uhm, how come nobody is mentioning the fact that less people watched this (across all these networks) than watched any of the Presidential debates?
______________________________

Umm, because the debates were watched by Democrats, Independents AND Republicans. People who are fully backing McCain (for whatever odd reason) would rather set their eyelids on fire than watch an Obama ad, however, they truly missed out on a great presentation. Besides, it really doesn't matter how many people watched, what matter is WHO watched which I am sure were many of the remaining undecided and Independent voters

I hope Barack's site sells this presentation on DVD and Blu-ray disc.

[james andrews]

Before the airing the networks were projecting 40 million viewers and came in at half. But they got their money. I was looking for the Special Report on the Huffington Post writer that stabbed her ex 212 times with a screw driver?

[Kate]

Georgia Blue, thanks to you personally for making me laugh my ass off this morning at your reply to
DUHane, priceless!!! OBAMA/BIDEN 08/12

_____________________
Duane posted: Uhm, how come nobody is mentioning the fact that less people watched this (across all these networks) than watched any of the Presidential debates?
______________________________

Umm, because the debates were watched by Democrats, Independents AND Republicans. People who are fully backing McCain (for whatever odd reason) would rather set their eyelids on fire than watch an Obama ad, however, they truly missed out on a great presentation. Besides, it really doesn't matter how many people watched, what matter is WHO watched which I am sure were many of the remaining undecided and Independent voters

[B]

Fuck Falin and Fuck McSame

[I SMELL AN OPPORTUNIST]

**************BREAKING NEWS***************

*************REPORT JUST IN *****************

HOMEOWNER'S OF SALIN PALIN HANGING HAVE TAKEN DISPLAY DOWN............

NOW IN HIDING................

OBAMA FORCES CURRENTLY TRACKING WHEREABOUTS FOR FAILURE TO COMPLETE MISSION.........

OBAMA PROMISES IF FOUND MORRISETTE WILL BE PLACED IN CELL NEXT TO OBIDEN WHERE HE WILL BE FORCED TO WATCH INFOMERCIAL 24/7.................

OBAMA REITERATES THIS IS NOT WATERBOARDING...........

IT IS WORSE

[MIA]

I'm glad I watched. I shed tears. It came across so real. I feel for those people who are working hard everyday but are still struggles to make ends meet. I do believe Obama is the right choice for us right now. I believe he loves this country as much as anyone. There's so much hatred for America because of Bush policies. I have faith that Obama and his team will help restore people's faith in America.