World Series Paying Dividends for CBS

CBS’ decision to pay more than $1 billion for exclusive network rights to carry baseball over the next four years paid another dividend Wednesday when its World Series telecast was prime time’s top-rated program for the second consecutive evening.

The Cincinnati Reds’ 5-4 victory in 10 innings over the Oakland Athletics drew a 21.8 rating, meaning it was seen in about 20.3 million households. Tuesday’s World Series opener received a 20.2 rating (18.8 million households).

CBS was also the ratings winner for the evening, with a 20 rating, which included the World Series pre-game show. NBC, which aired “Unsolved Mysteries” and “Opposites Attract,” a made-for-TV movie starring Barbara Eden and John Forsythe, averaged a 13.4.

ABC’s regular Wednesday lineup of “The Wonder Years,” “Growing Pains,” “Doogie Howser, M.D.,” “Married People” and “Cop Rock” was last at 11.8.

“Cop Rock” was Wednesday’s least watched prime-time program. The heavily promoted police musical was seen in 6.7 million households, just 12% of all households watching television during its time slot.