We don't like to say the advertisers are wrong. But we think they're getting a lot of wrong advice.

The average regular viewer watches about half the episodes of series, but with serialized dramas, it can be as high as 70%. When you get one that's successful, you're going to get people there every week.

In an industry that is accustomed to a daily diet of ratings, it becomes a little traumatic for everyone when you don't get them on time,

If [cable networks] really believe that men aged 18 to 34 watching cartoons at 1 in the morning are a primary audience, I think they're wrong,

There is nothing in that mix that will devalue the value of network television. In fact, I think it will be exactly the opposite.

For the first week, viewing levels were up on a weekly basis from last year and the year before, about 3 percent from comparable weeks. And these are the highest viewing levels for overall television since 1993.