Well, that's it, I guess it's time to shut down this blog. It has been fun!
At today's TCA executive panel CW chief Dawn Ostroff said the days of waking up and looking at the overnight ratings are gone.
While it would be fun to make jokes like "that's been true at the CW for 3 years," the truth is, the CW is as prone as the next network to look at the overnight ratings and celebrate them with a press release if they are good.
But despite any lingering fan animosity about Veronica Mars and showing more love to Gossip Girl than Supernatural there may be more truth to her comment than meets the eye.
The letter of Ostroff's comments are patently false, but the spirit of the comment is true, and getting truer.
Consider that ads are already sold based on commercial ratings that include 3 days worth of DVR viewing (C3). While in any data we've seen, those commercial numbers aren't vastly different than the overnight numbers, there may be more to it in the fairly near future.
Nielsen plans to roll out its "TVandPC" measurement early next year, which will included online viewing within 3 days of airing into those C3 numbers, so long as the same national ads that ran on TV are included.
That's probably a big deal for everyone and perhaps a bigger deal for the CW, which has a smaller percentage of live viewing than other networks. But, live viewing is still the primary way people watch television. That's not why people, including Dawn will continue to wake up and look at the overnight reports for a long while to come though. That will continue to be true for the simplest of reasons: because they can.
The C3 numbers are what matters, but the overnight numbers are a very good indicator of what the C3 numbers will look like. And the C3 numbers don't come out overnight, or even four days later. It takes a couple of extra weeks for Nielsen to put all of that together. I don't expect that to change anytime soon.
So while the importance of the overnight numbers diminishes, the readily available nature of those numbers ensures people will continue to wake up and look at them.
why is she still working? she shoulda been fired . she cancelled veronica mars. she cancelled half & half. she cancelled eve, girlfriends, the game.
I dont watch cw.
it is the crappy white channel. NO DIVESITY.
why is she still working? she shoulda been fired . she cancelled veronica mars. she cancelled half & half. she cancelled eve, girlfriends, the game.
I dont watch cw.
it is the crappy white channel. NO DIVESITY.
why is she still working? she shoulda been fired . she cancelled veronica mars. she cancelled half & half. she cancelled eve, girlfriends, the game.
I dont watch cw.
it is the crappy white channel. NO DIVESITY.
why is she still working? she shoulda been fired . she cancelled veronica mars. she cancelled half & half. she cancelled eve, girlfriends, the game.
I dont watch cw.
it is the crappy white channel. NO DIVESITY.
Overnights matter. That's how people judge the quality of shows. Heck, it's not even total overnights, it is 18-49 overnights.
If CW got CBS Tuesday night ratings, then she would be ok with the overnight ratings. But, her track record seems to suggest that the ABC ex-chief is not the only one who should have put in his resignation this week.
I think theres something wrong with this woman.
Like many of us, I'm curious as to how the networks will adapt (if at all) as DVR penetration hits 50%, then 75% … so hardly anyone is watching the shows live anymore. Do you have any info on predicted dates for over 50% DVR penetration, or for % DVR penetration in A18-49 (which I'm guessing is higher than national average). Maybe the over 50's will soon be the only folks watching live …
I hope this means more network shows available for online viewing. On the occasions when I would have three things I would want to watch at once on, I would always let the ABC show go because I knew I could catch it online. That was not always the case with the CW and NBC as I remember.
I believe ultimately it will, at least within the first 3 days of airing on television.
In a just world she's be in the unemployment line behind the former head of ABC.
Given the nature of the TCA as a place where networks hype their shows to the critics while trying to dodge “What the bleep were you thinking?” questions, I find it difficult to take anything said by any network executive there at face value or even in the neighborhood of face value.
Lol, you aren't the only one. I wished she would get fired finally.
Very good post, I do hope that they role the C3 numbers out sooner for the sake of this website and its renewal cancel index being more up to date. Though I doubt internet viewing will make much of an effect as you say, I think Gossip Girl could have it added to its fall 2010 viewing figures and still fall versus last year in viewers, internet viewers are too rare (for Ad rated online viewing) to really make an effect. Bar the odd online hits, but still rare.
(W)ITCH! This idiot made a mockery of the WB/CW network. I knew she was unqualified when she discontinued Reba. Yeh, so what's it like not having that 4M+ show in your lineup? and even worse demographics afterwards?
She should have been shown the door years ago
It's not up here yet, but big news: Ellen is leaving Idol as per ew.com. With Simon and now Ellen gone, can Idol hold onto number one next season?
The show ran for 6 freakin' Seasons. It's not like she killed it in it's prime.
Psh, Oh Dawn…you're so silly. Unless Nielsen (which I hate to death btw) gets some kind of instant viewership numbers for all of the programs on television which is doubtful to happen anytime soon, the overnights will continue to matter.
HATED her cence she canceled “Reba” for no reason (witch WAS pulling in up to 4 Mill. an episode back in 2007. 4 mill. for the CW is like 20 mill. for CBS. SHE IS SO F****** STUPID). Honestly i feel like cence all the shows on that network get virtually the same ratings (1-2 mill.) she just pics and chooses wich ones she personally likes, and witch ones she dose not to renew or cancel. DAWN, HATE YOU FOR REBA, HATE YOU FOR MELROSE PLACE! the end. and after Smallville and Supernatural end( witch likey will be after the season. MAYBE , for supernatural)..there will be no reason for the CW to be active sooo….bye!
Lol, After i wrote my comment i read yours. Funny to see some one a passionate about Reba as i am. And BARD, 6 “freakin'” seasons was nothing compared to the potential that series had. It was one of the highest rated shows on that network and got canceled because she (DAWN) personally didn't like the show, and felt it didn't fit in with there new demo. SHES DUMB AS F***, is the point!
I can bet my soul, life, family, and kids that with her budget I could double CW's prime time ratings in 3 years….how does she have a job? How can these people be so out of touch in terms of what people want…you could air star trek the next generation once a week in special HD upgrade or something and match 90210…come on Dawn