Updated: ‘Fringe’ Isn’t Making Up Its Ratings Losses With DVR Viewing

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We won’t see the Live+7 numbers for last Friday when Fringe set a low with a 1.3* adults 18-49 rating in Live+SD (same day DVR viewing) for a while, but the Live+3 numbers are out and Fringe rose to a 2.1 adults 18-49 rating after 3 days of viewing.

While that’s great for PR and certainly better than a Live+SD 1.3 adults 18-49 rating and say a 1.8 Live+3 adults 18-49 rating, the bigger problem is this: viewers are bailing on Fringe, and it’s not just in Live+SD viewing. Fringe’s Live+3 adults 18-49 rating is down 22% from the premiere. The  Live+SD viewers Fringe is losing are not shifting to watching on DVR after the day of telecast.

For the Friday premiere in January, Fringe pulled a 1.9 live+SD rating and a 2.7 Live+3 rating.  The good news is that the people who don’t watch the same day but watch within 3 days has remained very steady – they accounted for a 0.8 boost to the adults 18-49 rating after the premiere and they are still accounting for a 0.8 adults 18-49 rating boost.

But on Friday, Fringe’s Live+SD ratings were down 0.6 from the premiere with adults 18-49 and the Live+3 numbers are down 0.6 from the premiere with adults 18-49 too.

Update: There is confusion over whether Friday night’s Live+SD adult 18-49 rating was a 1.3 or a 1.4. The answer seems to be “both.”

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