No Ratings Riches for The Riches, But...

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April 16th, 2008

The Riches promotion, as seen on my morning coffeeYet another show I've been meaning to get around to watching that I haven't quite made it to yet. I think I'll probably wind up watching it in the summer. I'd never really heard of the show as I don't watch FX much, but FOX owned FX took to marketing the show on coffee jackets. The closest coffee shop to me is about three blocks away and amazingly not a chain -- it's not "corporate coffee" and when I'm feeling lazy, as I have for the last few months, I save the four extra blocks of round trip walking to Starbucks. Since probably the middle of February, every day my coffee jacket has been an advertisment for The Riches, starring Eddie Izzard and Minnie Driver.

And every day at least for a second I think briefly "I wonder what the ratings are for I show I'd never have heard of if not for a coffee jacket?" Then of course I forget about it completely, until the next morning.

But now I know what the ratings are like and they are indeed very "coffee jacket-esque".

Last night's episode, the fifth of season two pulled in 0.7/1 household rating/share and an 0.4/1 in the 18-49 year old age demographic. Overall, 932,000 people watched that airing. While that's only about half the number of viewers who watched last week's Battlestar Galactica, and a little less than half in the age demo, this is a show I would've never heard about if not for the coffee jacket! It can't have one-tenth the Internet buzz that BSG has, and I'm sure its marketing budget is much smaller. In consideration of that, the ratings will not deter me from giving it a look, especially as some of my favorite shows ever, like HBO's The Wire had miniscule ratings relative to the broadcast networks.

The coffee jacket can be an entirely appropriate marketing strategy.

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