CW Gives Up On Sunday Night

Categories: TV Business

Written By

May 8th, 2008

cw.gifVariety is reporting that the CW is giving up on programming Sunday night:

The CW is close to sealing a deal with an as-yet unnamed media buyer to take over the night. Under the deal, the CW would sell the 7 p.m. to 10 p.m. block to an advertising conglom, which would turn around and develop programming and sell ad time. [...] Decision to sell the Sunday primetime block is an acknowledgement that the night has been a tough one for the CW - and before that, the WB, which also struggled to gain ratings traction there.

Looks to me like the CW is just cutting its losses. The CW already doesn't program Saturdays, and after losing Friday Night Smackdown, can Fridays be far behind? At what point to they simply become a reseller of broadcast bandwidth?

Even by their extremely low threshold for success (Gossip Girl!) they have done badly on Sundays. Looking at a season to date adults 18-49 ranking of their Sunday shows this season finds that every single one of their Sunday shows did worse than the regular airings of every single one of their other shows. Either they put all their worst shows on Sunday night on purpose, or they just got very, very unlucky. What do you think?

UPDATE: More details from TVWeek.

Season to Date Adults 18-49 Viewing, Through May 4, 2008

CW Rank

Show

STD Adults 18-49, Live+SD (000)

Night

1

AMERICA'S Top Model-3 3,032

..W....

2

AMERICA'S Top Model-4 2,398

..W....

3

BEAUTY AND THE GEEK-2 1,870

.T.....

4

Friday Night Smackdown 1,837

....F..

5

Smallville 1,816

...T...

6

One Tree Hill 1,767

.T.....

7

One Tree Hill-MON 1,494

M......

8

THE GAME 1,422

M......

9

FARMER WANTS A WIFE 1,371

..W....

10

REAPER 1,342

.T.....

11

Gossip Girl 1,338

..W....

12

Supernatural 1,323

...T...

13

REAPER-THU 1,229

...T...

14

EVERYBODY HATES CHRIS 1,192

M......

15

GIRLFRIENDS 1,178

M......

16

PUSSYCAT DOLLS:GIRLICIOUS 1,098

M.W....

17

PUSSYCAT DOLLS:GIRL-ENC 1,054

..W....

18

BEAUTY AND THE GEEK-3 1,000

.T.....

19

CROWNED 984

..W....

20

Top Model EXPOSED 945

..W....

21

ALIENS IN AMERICA 927

M......

22

REAPER-TUE 914

.T.....

23

Gossip Girl-MON 858

M......

24

AMERICA'S Top Model-3-ENC 814

......S

25

CROWNED-TUE (1 airing) 773

.T.....

26

AMERICA'S TOP MODEL-4-ENC 695

......S

27

THE GAME-SUN 679

......S

28

EVERYBODY HATES CHRIS-SUN2 621

......S

29

GIRLFRIENDS-SUN 602

......S

30

One Tree Hill-WED (3 airings) 590

..W....

31

LIFE IS WILD 460

......S

32

CROWNED-ENC 442

......S

33

ALIENS IN AMERICA-SUN 440

......S

34

EVERYBODY HATES CHRIS-SUN 385

......S

35

CW NOW 366

......S

36

ONLINE NATION 347

......S

Nielsen TV Ratings Data: ©2008 Nielsen Media Research, Inc. All Rights Reserved.

 
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