Critics like Matt Roush and other TV pundits seem to agree that “Castle” isn’t in the danger zone and overall performs solidly for ABC. Perhaps it is just an exception to the rule, or perhaps we won’t see it come Fall 2010. Either way, it makes for interesting debate.

The overall point being that groups of demographic eyeballs are what advertisers (and by extension TV networks) are looking for. General viewership doesn’t make anybody any money unless it contains enough of the right kind of viewers.

By citing that article, I wasn’t trying to undermine the expertise or the purpose of this site, you guys do a fine job and I am certainly no statistician. I was just trying to convey that there are some changing attitudes out there regarding the importance of the 18-49 demo and the other key demos that advertisers can (and do) take advantage of and networks do schedule shows for.

18-49 is certainly important, as people in that demo are most apt to try new things…and in the spirit of full disclosure I’ll be part of that demo for another twenty years. All I’m pointing out is that there is a growing trend for media outlets to start courting “other” demos outside of the coveted 18-49.

Sure, CBS was quoted in the article because they trend older and made for a willing participant from which to get a quote, but the actual statement of 18-49 importance came from Magna media firm. Might I also add that a 9 month old article on a demo that is of continuing relevance and that has supposedly shown little change over those last nine months is hardly out of date. Lastly, I believe CBS was tracking at #2 in the 18-49 demo when that article came out, so it’s not as if they were in the basement at the time.

There are plenty of other articles and evidence out there that other demos, such as 25-54 are starting to become increasingly important (and not just among cable news channels), especially since age 50 is the current average among television viewers.

So yeah, of course the 18-49 demo is still the most important one…but it is not the ONLY one that can be properly monetized…and although I’m not a television programmer, I too work in the media, so I have some familiarity on the subject.

My objection comes when the gong is prematurely banged on a show like “Castle” which seems to be unanimously considered as a solid and growing (albeit deliberately paced) performer for ABC by most TV-enthusiast and industry sites (aside from this one, because of the hard focus on the 18-49 metric).

That being stated, I think that sounding the death knell this early in the season is a little shortsighted, especially if “Castle” continues the show’s up-trend in overall ratings and I just wanted to submit that info for the consideration of the good folk (and “Castle” fans) posting on the site.

While I very much like “Castle” as a great bit of fun “Moonlighting-style” escapism, I agree that the show surely could get canned due to the 18-49 performance, especially if the overall ratings start sliding too, but I’m thinking it is a little early to call TOD.

Thanks and keep up the good work.

-DC

http://www.upi.com/Entertainment_News/2009/01/11/TVs-18-49-demographic-losing-relevance/UPI-71791231709689/

“Every other site from TV Guide (both mag and web) to EW to Zap2It, pretty much think that the overall numbers for “Castle” (10 million and climbing) and the fact that it holds its own in the overall Tuesday ratings as an alternative to “CSI: Miami” gives ABC a solid, if not breakout hit.

Yes the 18-49 is a bit softer than most fans of the show would like, but according to this site, Castle was a goner last season too…ALL of network television can’t pander to the 18-49 demo at all times, no matter how sweet the demo is for advertisers…solid overall ratings get the job done as well…”

I really hope you’re right, DC. “Castle” is one of my favorite shows, and it seems to have a solid fanbase, despite the relatively “soft” demo numbers. I like that it is a crime/mystery drama with great characters and plenty of humor.

I also hope that ABC will give “the forgotten” a few more weeks, if not a full season, before deciding its fate.

Every other site from TV Guide (both mag and web) to EW to Zap2It, pretty much think that the overall numbers for “Castle” (10 million and climbing) and the fact that it holds its own in the overall Tuesday ratings as an alternative to “CSI: Miami” gives ABC a solid, if not breakout hit.

Yes the 18-49 is a bit softer than most fans of the show would like, but according to this site, Castle was a goner last season too…ALL of network television can’t pander to the 18-49 demo at all times, no matter how sweet the demo is for advertisers…solid overall ratings get the job done as well, and when a show’s overall numbers are holding up well against a top ten show, as Castle’s ratings are against Caruso Scene Improvisation; ABC can’t be too unhappy with it. I’m sure they make a tidy sum off of ad spots for “Castle”, more than enough to keep the show going so long as its overall ratings stay strong.

Thanks~ I didn’t know that. I just assumed that “V” would be replacing “the forgotten” at 10PM. Maybe there is still a tiny shred of hope for this show, but I’m not very optimistic. As long as “Castle” stays for awhile, I’ll be happy.

“Hank,” I think should be moved. They put it in “Back to You’s” old home. They should try it for a few weeks in “Frasier’s” old home before throwing in the towel. I always read these stupid posts from stupid kids who hate sitcoms with laugh tracks. Or stupid posts from stupid kids who hate single-cam sitcoms, because they don’t know when to laugh. Well, “Hank” airs directly opposite “Old Christine” — not that anybody watches it but is the same kind of show. ABC has said they want to keep separate their domestic and their workplace sitcoms, but I can’t say I agree. I think most everybody among us has a home life and a work life and can relate to both. But there are probably those of us who can only relate to the theater. Or those of us who can only relate to the cinema. You see what I’m saying? What they need to do is keep their single-camera and their multi-camera sitcoms separate.

It looks like they will be replacing it with “V” on November 3rd, according to the promo that aired last night.

(maybe TVBTN, not Castle )

Nick: no soup for you, for suggesting that college football is crap (which is what ABC has on Saturday nights now

ABC could move Eastwick and the forgotten to Friday or Saturday and air the remaining episodes.

I could Castle being move on a Friday. The Middle will get a Better Off Ted treatment.

Hank…well I hope they replace it in January with Better Off Ted.

the forgotten was a show with very low buzz even before it started so I’m not really surprised the show is tanking especially how weak Tuesdays for ABC.

I think Castle will stay for awhile, maybe ABC will let the show grow, they should do some stunt casting to get more 18-49 eyeballs to watch it. And if they pick up a back nine they should keep the show on its Monday time slot for the whole season. The Bachelor should be aired on Tuesday 10pm to strengthen that night.

Yeah I agree Eastwick should have been a post-DH show. I like B&S but I think ABC should try to test the show if it could perform on another day but I do get ABC if they don’t want to separate B&S and DH since it could mess up the ratings for their relatively stable show B&S.

I’d also say that since ABC is already looking to throw Scrubs and Ted under the Idol Tuesday bus they may as well keep all the comedies together. Can they really support two different comedy blocks right now?

10 pm is always going to be lower rated than 9 pm, overall. B&S and PP are doing quite well for ABC, and I’m sure they are happy with them, no matter what their retention is.

Sunday: Brother’s and Sisters does okay, but it doesn’t keep much of Desperate Housewives’ 18-49.

Monday: I would consider Castle a ratings failure, especially since it’s lead in is Dancing with the Stars.

Tuesday: The Forgotten is a big ratings bomb. Especially it is the lead out of DANCING WITH THE STARS, which gets pretty good ratings.

Wednesday: It is safe to say Eastwick is as big of a failure as The Forgotten and Castle, as it BARELY beats Leno in both 18-49 and viewers.

Thursday: Private Practice is like Brothers & Sisters, it doesn’t have BAD ratings, but it not nearly as big as it’s lead in, Grey’s Anatomy.

Friday: 20/20 is having record low ratings this season, isn’t it?

Saturday: Well, everything on Saturday is crap.

The show has held pretty strong in the ratings so far this season it seems. It has beat out Leno every week by far, putting it in second place, behind CSI, which ABC won’t be able to beat no matter what they put in the slot. It’s got the same rating/share as Heroes, which is in no danger of being canceled, AND has more viewers then it.

Plus, the promo book they’ve put out which ties into the show is number EIGHT on amazon’s best sellers.

So what am I missing? The show can’t have much of a budget, and it seems fairly well liked (I know I never miss an episode!). why is it in such danger of being canceled?

It doesn’t mean everything but Castle should surely move ahead of The Middle and Eastwick in the next week or two at least.

But the Wednesday comedy block is probably better off against the Idol results show or Human Target rather than the Idol performance show.

I’m guessing ABC’s Tuesdays will be Dancing with the Stars results at 8:00, and then Lost and V, or V and Lost, depending on what they want to do. Lost is a very powerful 9:00 performer – should be even moreso since it’s the last eason this year – and I could see them failing to learn their lesson from the post-Lost slot being a death slot. Then again, if the first four episodes of V do poorly, they’ll probably use the post-Lost slot to burn off the other 9.

The Wednesday comedy block will get some rejiggering done to it. Modern Family and Cougar Town are the strong performers, and I’m not sure if they’ll be willing to break those up. I could see them slotting The Middle after Modern Family (I really am surprised The Middle already got a full pickup) and then pairing Cougar Town with Scrubs.

Hank will be dust, and that kind of leaves Better Off Ted as the odd one out, because I don’t see them expanding past two hours. With how poorly Ted did it could possibly be canned before premiering, like Southland, or it could be given a death slot. Or if The Middle doesn’t pick up its socks, it oculd replace The Middle in like April or something.

Midseason Thursdays and Sundays should be unchanged from now, and Mondays and Wednesdays at 10 will go to The Deep End and Happy Town. So I don’t even see any room realy for Castle, Eastwick, or the forgotten.

And Julia I’d suggest that if ABC were learning from their past mistakes they’d realise every procedural they’ve tried to launch over the past couple of years has died a painful death and stop picking them up but they haven’t and won’t. Its not impossible that they’ll put Lost at 10PM I just don’t think they will and I think they’ll once again try to use it as a lead-in for something, with FlashForward and Happy Town being the most obvious choices.

Cuz – yeah . . . . .