TV RATINGS : Tops of the Non-Reruns : Emmy Show Flops in National Ratings

The overnight ratings from 15 major cities had placed it No. 1 in its time period, but when the national figures from the A.C. Nielsen Co. were released Tuesday, the telecast of the 40th annual Emmy Awards was found to have drawn only 18% of the viewing audience Sunday night. It ranked 34th among the week’s 69 prime-time programs and ran third in its time slot behind the programming on NBC and CBS. The Emmy rating of 10.4 was better than last year’s 8.8 but far below the 23.1 it received the last time it was on one of the three major networks in 1986.

* Viewers were even less interested in the debut of a new comedy series on CBS Saturday. “First Impressions” was seen in about 4.4 million homes, compared to the figure of 17 million that the top-rated “Cosby Show” drew.

Show Points Share 19. NFL Pre-Season: Bears/Cowboys 13.3 24 (ABC) 29. “20/20” 10.6 21 (ABC) 34. 40th Annual Emmy Awards 10.4 18 (Fox Broadcasting) 39. Summer Showcase: Women Be- hind Bars 9.6 18 (NBC) 44. “Doodle’s” 8.1 16 (ABC) * “First Impressions” 5.0 11 (CBS)