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Gossip Girl: Renew or Cancel?

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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.

 
  • Mike

    Hey Jay, ya Gossip Girl may not be doing well in ratings but you still haven’t explained why a show that is “supposedly” deserves to be cancelled is SO SUCCESSFUL on other mediums??

    I have yet to see any other cancelled show EVER that has ever been as successful as Gossip Girl on other mediums and in other countries.

    This show definitly represents how tv watching is changing and television ratings my not always be the best indication of a show that deserves to be cancelled.

  • Mike

    Hey Jay, ya Gossip Girl may not be doing well in ratings but you still haven’t explained why a show that is “supposedly” deserves to be cancelled is SO SUCCESSFUL on other mediums??

    I have yet to see any other cancelled show EVER that has ever been as successful as Gossip Girl on other mediums and in other countries.

    This show definitly represents how tv watching is changing and television ratings my not always be the best indication of a show that deserves to be cancelled.

  • Mike

    Hey Jay, ya Gossip Girl may not be doing well in ratings but you still haven’t explained why a show that is “supposedly” deserves to be cancelled is SO SUCCESSFUL on other mediums??

    I have yet to see any other cancelled show EVER that has ever been as successful as Gossip Girl on other mediums and in other countries.

    This show definitly represents how tv watching is changing and television ratings my not always be the best indication of a show that deserves to be cancelled.

  • Angie

    EVER, Mike? Are we being serious here? How about Star Trek? Firefly. Farscape. And as for shows in other mediums – Gossip Girl isn’t special, it just caters to the type of guillable, impressionable audience that actually believes the lies they hear.

    Gossip Girl is not special, and it is not outperforming other shows in other mediums – you’ve only been told that by CW PR reps, and were silly enough to believe it.

    Gossip Girl has NEVER been in the top 20 DVR’d shows, despite what the CW would have you believe (what is has been is in the top 20 DVR’d shows with a 20% or more audience increase. But as I’ve said, 20% of 2.34 million is still nada compared to other network shows). And as for iTunes . . . it no longer plays any NBC or NBC-affiliated show (like SciFi), so the competitive landscape has changed drastically this season.

    Face it: not only do people not watch to watch Gossip Girl (they put it on MTV, too, and it tanked there as well, so they stopped airing it), they also do not want to watch the CW. Any show on the network is a goner, but the network is gonna go buh-bye shortly.

  • Angie

    EVER, Mike? Are we being serious here? How about Star Trek? Firefly. Farscape. And as for shows in other mediums – Gossip Girl isn’t special, it just caters to the type of guillable, impressionable audience that actually believes the lies they hear.

    Gossip Girl is not special, and it is not outperforming other shows in other mediums – you’ve only been told that by CW PR reps, and were silly enough to believe it.

    Gossip Girl has NEVER been in the top 20 DVR’d shows, despite what the CW would have you believe (what is has been is in the top 20 DVR’d shows with a 20% or more audience increase. But as I’ve said, 20% of 2.34 million is still nada compared to other network shows). And as for iTunes . . . it no longer plays any NBC or NBC-affiliated show (like SciFi), so the competitive landscape has changed drastically this season.

    Face it: not only do people not watch to watch Gossip Girl (they put it on MTV, too, and it tanked there as well, so they stopped airing it), they also do not want to watch the CW. Any show on the network is a goner, but the network is gonna go buh-bye shortly.

  • Angie

    EVER, Mike? Are we being serious here? How about Star Trek? Firefly. Farscape. And as for shows in other mediums – Gossip Girl isn’t special, it just caters to the type of guillable, impressionable audience that actually believes the lies they hear.

    Gossip Girl is not special, and it is not outperforming other shows in other mediums – you’ve only been told that by CW PR reps, and were silly enough to believe it.

    Gossip Girl has NEVER been in the top 20 DVR’d shows, despite what the CW would have you believe (what is has been is in the top 20 DVR’d shows with a 20% or more audience increase. But as I’ve said, 20% of 2.34 million is still nada compared to other network shows). And as for iTunes . . . it no longer plays any NBC or NBC-affiliated show (like SciFi), so the competitive landscape has changed drastically this season.

    Face it: not only do people not watch to watch Gossip Girl (they put it on MTV, too, and it tanked there as well, so they stopped airing it), they also do not want to watch the CW. Any show on the network is a goner, but the network is gonna go buh-bye shortly.

  • Jay

    Kara, read the other posts before replying so that you know what you’re talking about. Obviously you don’t so I’ll go ahead and reinstate what everyone’s problem is. Gossip Girl is crap, that’s fine. If people want to mindlessly watch this crap and believe the hype then it’s their time and right to throw their lives away watching it.

    Whereas, for the rest of us.

    Every other commercial, during credits, below the screen during a show we DO want to watch, on other channels, on myspace, on the radio, on itunes, on websites, I have to hear about how Gossip Girl is the PHENOM OF THIS GENERATION and so yeah, I watched and episode or two with my girlfriend and I found that it was crap. Satiating my curiousity I continued to go on with my life but at least twice a day I see or hear some crap about it. Now it’s not just a reminder “Gossip Girl is on Mondays- blah blah- slutty socialites- blah blah-” no, I have to hear about how everyone is talking about it, how every cast member is so beautiful, and how you’re not someone unless your talked about, ad finally, Everyone wants to be like the people on Gossip Girl.

    It’s neurotic. Hypocritical. Egotistical. Pointless. Self-centric. Rehashed OC storylines. Laguna Beach ripoff. Paris Hilton/Kim Kardashian inspired. And valid evidence as to why other countries HATE us.

    Mike, I sincerely hope you girlfriend made you watch the show, and if that’s the case, I salute your effort for trying to get into their pants. If not…Well… That disturbs me.

    And for people who aren’t brainwashed by the PR Campaign- fuck it- ANYONE CAN SEE- that the CW is shoving this crap down our throats.

    I don’t know how I can put it any more easy for you to understand why people don’t like it- but i have a feeling if it were on TV with an endorsement by some CW-owned magazine, you’d beleive every last syllable.

  • Jay

    Kara, read the other posts before replying so that you know what you’re talking about. Obviously you don’t so I’ll go ahead and reinstate what everyone’s problem is. Gossip Girl is crap, that’s fine. If people want to mindlessly watch this crap and believe the hype then it’s their time and right to throw their lives away watching it.

    Whereas, for the rest of us.

    Every other commercial, during credits, below the screen during a show we DO want to watch, on other channels, on myspace, on the radio, on itunes, on websites, I have to hear about how Gossip Girl is the PHENOM OF THIS GENERATION and so yeah, I watched and episode or two with my girlfriend and I found that it was crap. Satiating my curiousity I continued to go on with my life but at least twice a day I see or hear some crap about it. Now it’s not just a reminder “Gossip Girl is on Mondays- blah blah- slutty socialites- blah blah-” no, I have to hear about how everyone is talking about it, how every cast member is so beautiful, and how you’re not someone unless your talked about, ad finally, Everyone wants to be like the people on Gossip Girl.

    It’s neurotic. Hypocritical. Egotistical. Pointless. Self-centric. Rehashed OC storylines. Laguna Beach ripoff. Paris Hilton/Kim Kardashian inspired. And valid evidence as to why other countries HATE us.

    Mike, I sincerely hope you girlfriend made you watch the show, and if that’s the case, I salute your effort for trying to get into their pants. If not…Well… That disturbs me.

    And for people who aren’t brainwashed by the PR Campaign- fuck it- ANYONE CAN SEE- that the CW is shoving this crap down our throats.

    I don’t know how I can put it any more easy for you to understand why people don’t like it- but i have a feeling if it were on TV with an endorsement by some CW-owned magazine, you’d beleive every last syllable.

  • Jay

    Kara, read the other posts before replying so that you know what you’re talking about. Obviously you don’t so I’ll go ahead and reinstate what everyone’s problem is. Gossip Girl is crap, that’s fine. If people want to mindlessly watch this crap and believe the hype then it’s their time and right to throw their lives away watching it.

    Whereas, for the rest of us.

    Every other commercial, during credits, below the screen during a show we DO want to watch, on other channels, on myspace, on the radio, on itunes, on websites, I have to hear about how Gossip Girl is the PHENOM OF THIS GENERATION and so yeah, I watched and episode or two with my girlfriend and I found that it was crap. Satiating my curiousity I continued to go on with my life but at least twice a day I see or hear some crap about it. Now it’s not just a reminder “Gossip Girl is on Mondays- blah blah- slutty socialites- blah blah-” no, I have to hear about how everyone is talking about it, how every cast member is so beautiful, and how you’re not someone unless your talked about, ad finally, Everyone wants to be like the people on Gossip Girl.

    It’s neurotic. Hypocritical. Egotistical. Pointless. Self-centric. Rehashed OC storylines. Laguna Beach ripoff. Paris Hilton/Kim Kardashian inspired. And valid evidence as to why other countries HATE us.

    Mike, I sincerely hope you girlfriend made you watch the show, and if that’s the case, I salute your effort for trying to get into their pants. If not…Well… That disturbs me.

    And for people who aren’t brainwashed by the PR Campaign- fuck it- ANYONE CAN SEE- that the CW is shoving this crap down our throats.

    I don’t know how I can put it any more easy for you to understand why people don’t like it- but i have a feeling if it were on TV with an endorsement by some CW-owned magazine, you’d beleive every last syllable.

  • Mary

    Don’t cancel Gossip girl! This show is great and I can’t believe I missed the last new episode. I want to see more of what happens.

  • Mary

    Don’t cancel Gossip girl! This show is great and I can’t believe I missed the last new episode. I want to see more of what happens.

  • Mary

    Don’t cancel Gossip girl! This show is great and I can’t believe I missed the last new episode. I want to see more of what happens.

  • Monica

    To start off, I am not a mindless or brainwashed viewer of GG. I don’t care about the ads or the buzz. I watch the show beause there’s something sweet about two highschool sweethearts whose children are in love, ther’s something entertaining about a young girl trying to fit in, and there’s something emotional about two friends who understand eachother, forgive eachother and need eachother for reasons that continue to unravel in each episode. So you wonder why CW should renew GG. Maybe because when critics can get passed their complex and the shows beautiful faces, amazing wardrobe, rich lifestyles and(I’ll admit) few imperfections… There’s something about GG that is deep, sincere, and even fun. After all, isn’t that what TV is all about?

  • Monica

    To start off, I am not a mindless or brainwashed viewer of GG. I don’t care about the ads or the buzz. I watch the show beause there’s something sweet about two highschool sweethearts whose children are in love, ther’s something entertaining about a young girl trying to fit in, and there’s something emotional about two friends who understand eachother, forgive eachother and need eachother for reasons that continue to unravel in each episode. So you wonder why CW should renew GG. Maybe because when critics can get passed their complex and the shows beautiful faces, amazing wardrobe, rich lifestyles and(I’ll admit) few imperfections… There’s something about GG that is deep, sincere, and even fun. After all, isn’t that what TV is all about?

  • Monica

    To start off, I am not a mindless or brainwashed viewer of GG. I don’t care about the ads or the buzz. I watch the show beause there’s something sweet about two highschool sweethearts whose children are in love, ther’s something entertaining about a young girl trying to fit in, and there’s something emotional about two friends who understand eachother, forgive eachother and need eachother for reasons that continue to unravel in each episode. So you wonder why CW should renew GG. Maybe because when critics can get passed their complex and the shows beautiful faces, amazing wardrobe, rich lifestyles and(I’ll admit) few imperfections… There’s something about GG that is deep, sincere, and even fun. After all, isn’t that what TV is all about?

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