“Falling Skies” Falls 25% With Adults 18-49 + “Leverage” Premiere Numbers
The second week of Falling Skies dropped to a 1.5 adults 18-49 rating, down 25% from the premiere’s 2.0 rating and 4.2 million viewers. That’s lower than most people (including me) predicted in the guess the ratings poll.
Last night Falling Skies had the season premiere of Leverage as its lead in. Leverage averaged a 1.0 adults 18-49 rating and 3.42 million viewers.
Here’s more in the ratings notes from Turner:
TNT’s hit caper series Leverage nabbed 3,418,000 million viewers for its fourth-season premiere last night, surpassing its third-season premiere by 10% in Live + Same Day. Leverage also delivered strongly among key adult demos, with 1,349,000 adults 18-49 and 1,591,000 adults 25-54, both on par with the third-season premiere. Leverage’s premiere-night audience is expected to grow significantly in time-shifted viewing.
TNT’s epic drama Falling Skies proved itself destination programming by growing 23% out of its Leverage lead-in, with 4,200,000 viewers. Among key adult demos, the episode averaged 1,932,000 adults 18-49 and 2,187,000 adults 25-54. Falling Skies performed especially well among young adults, with 734,000 adults 18-34, and male demos, with 1,174,000 men 18-49. In the wake of last week’s two-hour television event, Falling Skies is expected to settle in over the next couple of weeks as the series finds its regular fan base.
TNT’s strategy for Falling Skies began with attracting a very wide audience for the two-hour series premiere, a major television event that ranks as cable’s #1 series launch for the year-to-date. That strategy paid off, according to early time-shifted viewing data, which now includes VOD measurement. In Live + 3 delivery, the series premiere of Falling Skies grew its audience to more than 7.5 million viewers (+27% over Live + Same Day), 3.6 million adults 18-49 (+35% vs. L+SD) and 4.2 million adults 25-54 (+30% vs. L+SD). In addition, Falling Skies’ delivery of adults 18-34 grew an exceptional 53% to 1.2 million, while men 18-49 grew 37% to 2.1 million.