I didn’t want to look it up either, but I was interested so I asked Copilot to look it up so we didn’t have to. NBC’s rating in the demo was not quite 10% of what it was in 2002, but it was still dramatically less, about 20%:
NBC’s total‑viewer average in 2001–02 was only about 2.1–2.3× higher than today but its 18–49 demo rating was about 5× higher.
1. Total viewers: ~2× difference
• 2001–02 NBC primetime average: ~12–13 million
• 2025–26 NBC primetime average: 5.83 million
The decline in Absolute viewers is actually greater because of course there are more Americans now than they were in 2002. What looks like about a 51% decline viewership is more like a 61% decline after correcting for population growth.
2. 18–49 demo rating: ~5× difference
• 2001–02 NBC 18–49 rating: ~5.0
• 2025–26 NBC 18–49 rating: 1.01