Is Your Favorite Show One Of The "Programs Our Sales Department Can't Monetize"?

Categories: 1-Featured,TV Business

Written By

January 31st, 2011

TV by the Numbers is no stranger to discussions of the fact that broadcast primetime TV advertisers pay only for the adults 18-49 audience that watches their commercials. A piece by Variety's Brian Lowry goes over many of the points we often discuss including the fact that broadcast networks, lead by CBS, would love to be paid for viewers outside the 18-49 demo, but advertisers continue to resist, and since they're the ones with the money, the current situation (which has been the case for over 30 years) is likely to continue.

While I've been meaning to put together a list of the shows having the most "out of the demo" (aka, unpaid) viewership, Brian Lowry's piece both stirred me to action, and helped with the headline for this post.

I've grouped the top shows with the most "out of the demo" viewers two ways.

The first list of shows are those with the most absolute viewership outside the 18-49 demo. Most of those shows also have enough viewers inside the adults 18-49 demo to pay the bills. In fact, CBS' publicly stated strategy is to attract as many viewers as possible of all age groups, assuming that they'll get enough adults 18-49 viewers to pay the bills. Fans, however, should not be confused about which viewership group pays those bills.

The second list is of the shows with the highest percentage of their viewership outside the 18-49 demo. There are plenty of shows in that list that are either cancelled, certain to be cancelled, or at risk of cancellation.

These lists aren't very useful in the prediction of the renewal or cancellation of scripted broadcast shows, that's what the relative 18-49 ratings calculations in our Renew/Cancel Index do quite well, but nevertheless I thought folks would find them interesting, so without further ado, I give you the: 2010-11 Mid Season "Programs Our Sales Department Can't Monetize"

P.S. Harry's Law had not yet premiered during the period covered by the lists below, but last week it had 74% of its viewership outside the 18-49 demo, and 8.237 non-demo viewers.

Most Viewers Outside The Adults 18-49 Demo

Show Net Viewers 18-49 (million) Viewers 2+ (million) Non 18-49 viewers (million) % Non 18-49
Dancing with the Stars ABC 5.65 20.52 14.86 72%
NCIS CBS 5.26 19.53 14.27 73%
DANCING W/STARS RESULTS ABC 5.00 18.09 13.09 72%
NCIS: LOS ANGELES CBS 4.60 15.97 11.37 71%
Mentalist, THE CBS 3.95 14.59 10.64 73%
NBC Sunday Night Football NBC 10.52 20.99 10.47 50%
60 Minutes CBS 3.55 14.02 10.47 75%
CSI CBS 4.21 13.92 9.71 70%
Criminal Minds CBS 4.73 14.06 9.33 66%
Good Wife, THE CBS 3.16 12.05 8.89 74%
Blue Bloods CBS 2.37 11.25 8.88 79%
Two and a Half Men CBS 5.92 14.05 8.13 58%
CSI: NY CBS 2.37 10.07 7.70 76%
Big Bang Theory, THE CBS 5.65 13.16 7.51 57%
SURVIVOR: NICARAGUA CBS 4.73 12.15 7.42 61%
Undercover Boss CBS 4.34 11.70 7.36 63%
Hawaii Five-0 CBS 4.08 11.36 7.28 64%
CSI: MIAMI CBS 3.29 10.56 7.27 69%
Desperate Housewives ABC 5.13 12.28 7.15 58%
DEFENDERS, THE CBS 2.89 10.05 7.15 71%
Castle ABC 3.42 10.49 7.07 67%
Wipeout-THURS ABC 5.00 11.70 6.70 57%
MIKE & MOLLY CBS 4.87 11.56 6.69 58%
Amazing Race 17 CBS 4.34 10.96 6.62 60%
$#*! My Dad Says CBS 4.08 10.51 6.43 61%

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Highest % of Viewers Outside the Adults 18-49 Demo

Show Net Viewers 18-49 (million) Viewers 2+ (million) Non 18-49 viewers (million) % Non 18-49 (million)
OUTLAW-SAT NBC 0.66 3.36 2.70 80%
Blue Bloods CBS 2.37 11.25 8.88 79%
CSI: NY CBS 2.37 10.07 7.70 76%
60 Minutes CBS 3.55 14.02 10.47 75%
Dateline SUN-7PM NBC 1.45 5.56 4.11 74%
Good Wife, THE CBS 3.16 12.05 8.89 74%
NCIS CBS 5.26 19.53 14.27 73%
Mentalist, THE CBS 3.95 14.59 10.64 73%
Dancing with the Stars ABC 5.65 20.52 14.86 72%
DANCING W/STARS RESULTS ABC 5.00 18.09 13.09 72%
MEDIUM CBS 1.84 6.56 4.72 72%
48 Hours Mystery CBS 1.71 6.09 4.38 72%
OUTLAW NBC 1.32 4.59 3.27 71%
DEFENDERS, THE CBS 2.89 10.05 7.15 71%
NCIS: LOS ANGELES CBS 4.60 15.97 11.37 71%
Detroit 1-8-7 ABC 2.24 7.66 5.43 71%
Dateline FRI NBC 1.71 5.76 4.05 70%
Skating With The Stars ABC 1.71 5.73 4.02 70%
CSI CBS 4.21 13.92 9.71 70%
Live To Dance CBS 2.37 7.65 5.29 69%
CSI: MIAMI CBS 3.29 10.56 7.27 69%
Undercovers NBC 1.84 5.84 3.99 68%
Supernanny ABC 1.45 4.51 3.06 68%
AMER FUNN HOME VIDEOS ABC 2.37 7.27 4.90 67%
Castle ABC 3.42 10.49 7.07 67%

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Using Live+Same Day new episode ratings and viewership averages for shows aired during the 2010-11 season through week 16 (1/9/11).

 
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