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Gossip Girl: Renew or Cancel?

Categories: '

Written By

November 1st, 2007

UPDATE: 4/2/2009: Gossip Girl was RENEWED for the 2009-2010 season

gossipgirl.jpg

If you follow the conventional wisdom, the CW is after young female viewers. Then surely Gossip Girl at 9PM Eastern Wednesday is an attempt to get them, but has it been successful?

Once again we ask, Renew or Cancel?

Gossip Girl's Rank among New CW Shows, All New Shows

Date Rank among New CW Shows Rank among all New Shows
9/26 #2 of 4 #17 of 20
10/3 #1 of 6 #15 of 23
10/10 #1 of 6 #19 of 24
10/17 #2 of 5 #21 of 24
10/24* #2 of 5 #21 of 26

After week 2 Gossip Girl was leading the weak new CW show line up, which as a whole is at the bottom of the new English language broadcast shows for the season. Recently, it has slipped back to #2 among new CW shows behind Reaper.

For the week of Oct 22-28 it was the 115th broadcast show for all viewers, and #9 of 13 for all viewers and #8 of 13 for 18-49 viewers for CW.

A below average performance for a very below average network.

How is it doing against its competition on Wednesday?

Gossip Girl's Viewership and Rankings for its 9PM Wednesday Timeslot.

Date Viewers (Rank) Adults 18-49 (Rank) Adults 18-34 (Rank) Adults 25-54 (Rank)
9/26 2.48m (6) 1.47m (6) 1.06m (6) 0.88m (6)
10/3 2.75m (6) 1.60m (6) 1.12m (6) 1.13m (6)
10/10 2.80m (6) 1.67m (6) 1.17m (6) 1.19m (6)
10/17 2.41m (6) 1.63m (6) 1.13m (6) 1.08m (6)
10/24* 2.31m (6) 1.42m (6) 0.96m (6) 1.05m (6)

After increasing somewhat in weeks 2 and 3, Gossip Girl has settled back to approximately its debut week viewership.

However, it trails its competition so badly in all categories that its running the race by itself.

Gossip Girl's Lead-In Audience Lost from America's Next Top Model.

Date Lead-In Audience Lost
9/26 -49%
10/3 -40%
10/10 -48%
10/17 -51%
10/24* -45%

Gossip Girl follows CW's biggest show, America's Next Top Model, but almost half the audience tunes out before watching. The worst performance we've analyzed to date.

Conclusions

Negatives

  1. Pitifully low viewership in all categories for an English language broadcast show.
  2. Far below average performance for all new broadcast shows in general.
  3. Below average ranking for CW network shows in general.

Positives

  1. #1 or #2 among new CW shows.
  2. CW new shows have done so poorly that the standard for success is very low.

Verdict: Marginal Cancel

The only reason I think it's only a marginal cancel is that I think CW may want to try and salvage at least 1 or 2 of its new Fall shows. If Gossip Girl goes, it's likely the Fall is a total loss for them.

Note From Seidman: There's another positive Bill didn't list: Gossip Girl's website is in the top 10 among all shows according to the Hitwise Top TV Show Websites list. From a perception perspective at the network, this may be considered a fairly big deal.

Wondering about other shows? Check our all our Renew or Cancel? posts.

________________________________________________________

*10/24 data is Live, all other nights are Live+SD

Nielsen TV Ratings Data: ©2007 Nielsen Media Research, Inc. All Rights Reserved.

 
  • sandra

    I found this site, and I have to write to say I LOVE GOSSIP GIRL, please do not cancel it, I look forward to it every week, you all do not advertise it enough, people just do not know about it.

  • sandra

    I found this site, and I have to write to say I LOVE GOSSIP GIRL, please do not cancel it, I look forward to it every week, you all do not advertise it enough, people just do not know about it.

  • sandra

    I found this site, and I have to write to say I LOVE GOSSIP GIRL, please do not cancel it, I look forward to it every week, you all do not advertise it enough, people just do not know about it.

  • Robert F

    I love Gossip Girl. Its not too deep but its quirky and well written and not too saccharin like the OC became(being that they share creators). Also 1 major point. Every episode of Gossip Girl has topped iTunes sales for a number of days. Staying in the top 10 in its 2nd week and all 5 can be found in the top 30 of iTunes programs. i think that is a victory as it beats out Grey’s Anatomy episodes which consistently topped in last season.

  • Robert F

    I love Gossip Girl. Its not too deep but its quirky and well written and not too saccharin like the OC became(being that they share creators). Also 1 major point. Every episode of Gossip Girl has topped iTunes sales for a number of days. Staying in the top 10 in its 2nd week and all 5 can be found in the top 30 of iTunes programs. i think that is a victory as it beats out Grey’s Anatomy episodes which consistently topped in last season.

  • David

    Something else that needs to be considered in analyzing GG’s ratings is how many viewers it loses in its second half hour compared to its first half hour. I’m pretty sure it always loses viewers.

    Obviously, the CW can’t cancel it now because they have nothing to replace it with. But when One Tree Hill returns, I’d definitely recommend they put it in GG’s timeslot. Put GG on Sunday night. Let it air its remaining episodes, but cut the budget significantly. The show might have enough diehard fans so that they can eke out something close to a profit. Then cancel it at the end of the season.

  • David

    Something else that needs to be considered in analyzing GG’s ratings is how many viewers it loses in its second half hour compared to its first half hour. I’m pretty sure it always loses viewers.

    Obviously, the CW can’t cancel it now because they have nothing to replace it with. But when One Tree Hill returns, I’d definitely recommend they put it in GG’s timeslot. Put GG on Sunday night. Let it air its remaining episodes, but cut the budget significantly. The show might have enough diehard fans so that they can eke out something close to a profit. Then cancel it at the end of the season.

  • Kara

    U kidding right?? It just wrong to have OTH on while Gossip Girl is cancelled. Gossip girl is getting a lot of good buzz for the network. There always NUMBER ONE on itunes (beating GRey’s anatomy EVERY WEEK), and they do good with DVR ratings…

  • Kara

    U kidding right?? It just wrong to have OTH on while Gossip Girl is cancelled. Gossip girl is getting a lot of good buzz for the network. There always NUMBER ONE on itunes (beating GRey’s anatomy EVERY WEEK), and they do good with DVR ratings…

  • Kara

    U kidding right?? It just wrong to have OTH on while Gossip Girl is cancelled. Gossip girl is getting a lot of good buzz for the network. There always NUMBER ONE on itunes (beating GRey’s anatomy EVERY WEEK), and they do good with DVR ratings…

  • hate

    i hate gossip girl. i would live to see it canceled. i would DIE to have it be canceled. i hate it with a passion and i would love to see it go. maybe like a final last episode or something? and before you say “watch it before you judge it” i’ve watched like four episodes, waiting to get “hooked”, and nothing, NOTHING sparks in my brain saying “watch next week” what does spark is, “how can ANYONE bear to watch this show, week after week after week???” so this comment is for the small but determined posse of people who hate gossip girl. I HATE GOSSIP GIRL AND I DON’T CARE ABOUT PEOPLE WHO DONT AGREE. THE RATINGS JUST PROVE HOW BRAINWASHABLE OUR YOUNG SOCIETY IS (im 14, so shut up) IF YOU HAVE A BRAIN IN YOUR HEAD, BOYCOTT GOSSIP GIRL!!

  • hate

    i hate gossip girl. i would live to see it canceled. i would DIE to have it be canceled. i hate it with a passion and i would love to see it go. maybe like a final last episode or something? and before you say “watch it before you judge it” i’ve watched like four episodes, waiting to get “hooked”, and nothing, NOTHING sparks in my brain saying “watch next week” what does spark is, “how can ANYONE bear to watch this show, week after week after week???” so this comment is for the small but determined posse of people who hate gossip girl. I HATE GOSSIP GIRL AND I DON’T CARE ABOUT PEOPLE WHO DONT AGREE. THE RATINGS JUST PROVE HOW BRAINWASHABLE OUR YOUNG SOCIETY IS (im 14, so shut up) IF YOU HAVE A BRAIN IN YOUR HEAD, BOYCOTT GOSSIP GIRL!!

  • hate

    i hate gossip girl. i would live to see it canceled. i would DIE to have it be canceled. i hate it with a passion and i would love to see it go. maybe like a final last episode or something? and before you say “watch it before you judge it” i’ve watched like four episodes, waiting to get “hooked”, and nothing, NOTHING sparks in my brain saying “watch next week” what does spark is, “how can ANYONE bear to watch this show, week after week after week???” so this comment is for the small but determined posse of people who hate gossip girl. I HATE GOSSIP GIRL AND I DON’T CARE ABOUT PEOPLE WHO DONT AGREE. THE RATINGS JUST PROVE HOW BRAINWASHABLE OUR YOUNG SOCIETY IS (im 14, so shut up) IF YOU HAVE A BRAIN IN YOUR HEAD, BOYCOTT GOSSIP GIRL!!

  • Rena Moretti

    You put your finger on it. The CW is a complete ratings washout and they need to do something drastic to change this.

    The first thing they need to do is cancel 90% of their line-up and tell the audience that they’ve listened and will stop making superficial shows cast with a bunch of dead-eyed model-types.

    Why not do something drastic? It’s not like the old WB Network recipe ever worked!

  • Rena Moretti

    You put your finger on it. The CW is a complete ratings washout and they need to do something drastic to change this.

    The first thing they need to do is cancel 90% of their line-up and tell the audience that they’ve listened and will stop making superficial shows cast with a bunch of dead-eyed model-types.

    Why not do something drastic? It’s not like the old WB Network recipe ever worked!

  • Rena Moretti

    You put your finger on it. The CW is a complete ratings washout and they need to do something drastic to change this.

    The first thing they need to do is cancel 90% of their line-up and tell the audience that they’ve listened and will stop making superficial shows cast with a bunch of dead-eyed model-types.

    Why not do something drastic? It’s not like the old WB Network recipe ever worked!

  • Rena Moretti

    Once again we see how “#1 on iTunes” is completely irrelevant to what a show does on the market.

  • Rena Moretti

    Once again we see how “#1 on iTunes” is completely irrelevant to what a show does on the market.

  • Rena Moretti

    Once again we see how “#1 on iTunes” is completely irrelevant to what a show does on the market.

  • http://tvbythenumbers.com Robert Seidman

    Rena, I agree that here in late 2007 iTunes is pretty much completely irrelevant. When something is the “most” downloaded, we’re talking about thousands, not hundreds of thousands or millions. If it was even a religous half a million people doling out the $2/week for iTunes, The CW would be specific with the numbers. They aren’t specific with the numbers — that’s probably because when you add them all up, they’re still not very good.

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