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MediaBuyerPlanner: The CW has delivered the most disappointing ratings for the new television season, according to Chris Allen, vice president and associate director of national broadcast for GSD&M in Chicago. NBC, driven by a ratings rebound thanks in part to Sunday Night Football, is the big winner so far.
In an interview with Media Life, Allen says the biggest surprises were the success of NBC's Heroes - the upfront presentation didn't do it justice, he says - and the runaway win of Grey's Anatomy against CSI on Thursday nights. The demise of Fox's Prison Break has also been a surprise, as has the double-digit decline of ABC's Lost.
Allen believes American Idol will still "truck along," though he says this year the show might begin to see some slowing. All in all, he predicts, Fox will pull off the win, with ABC and CBS close behind.
He adds, "NBC is a bit of a dark horse, but I always like to pull for the long shot."
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