'Marvel's Agents of S.H.I.E.L.D.' Popular With College Kids and Men

Categories: Network TV Press Releases

Written By

September 26th, 2013

Marvel's Agents of S.H.I.E.L.D. cast

via press notes:

Below is some additional information about the audience for the Tuesday 9/24/13 debut telecast of ABC’s “Marvel’s Agents of S.H.I.E.L.D.”

·         54.1% of S.H.I.E.L.D.’s audience was male, which is a significantly higher composition than any ABC show premiere a year ago.

·         S.H.I.E.L.D. was decidedly upscale with a 132 index among $100K+ annual income Adults 18-49;  a 117 index among 4+ years college Adults 18-49; and a 127 index among professional owner and managerial Adults 18-49.

·         S.H.I.E.L.D. was very popular on college campuses drawing a 12.59 rating among Men 18-24 away at school.  Therefore 47.2% of all men 18-24 that tuned into the show were away at college.

·         S.H.I.E.L.D. reached 16,024,000 Viewers 2+, which was a higher total than any premiere telecast of a one hour show on ABC last season (Unduplicated V2+ that watched 6-minutes or more of the debut).

  • Pinkle

    Good for SHIELD. These are the audiences that ABC needs (and was probably looking for).

  • E

    What a shocker! DO they really need a press release to announce this! What’s next, AGENTS OF SHIELD is very popular with the comic book community!

  • romo

    I thought 84 year old grammas wouldve been on that list for sure.

  • Contrarian

    But what does it mean revenue wise? I heard men 18-34 was the most coveted demo (unless you’re the CW…) for the same reason seniors don’t count, and looking at that skew does that mean Shield can command a larger premium than other shows with similar A18-49? And does that give it more leeway if the ratings drop?

  • lobo

    Yes, but how did it do with men born on odd numbered Fridays in years with a 7 or 5 or 3 in them between 6:03 pm and 11:13 pm? That’s the real test!!

  • Parker

    A comic book-based series is popular with dudes and college kids? OMG–what a shock! Don’t tell anyone, but I heard that “Devious Maids” and “Mistresses” were popular with women…

  • David Howell

    The fact it skewed upscale *as well as* young and male? That’s huge. This show’s going to bring in more ad dollars than its ratings suggest – and it premiered with a 4.6 in 2013!

  • Cath

    What a surprise! Not…of course it scored with those demographics. Who do you think buys comic books? The trick will be retaining those people.

  • Neil


  • Matt

    This is what ABC needs. A HIT. And this isn’t just a hit, it’s a HUGE hit. 4.7 in the demo is huge. Gigantic, actually, for ABC. Glad that ABC is now home to broadcast TV’s #1 drama and TV’s #1 new drama. And so far, TV’s #1 new comedy. This is what abc has been longing for for years.

  • eridapo

    Shield is exactly what ABC needs… For a while the network has been catering primarily to women, and it is perceived by some as the Lifetime of Broadcast. As such many of ABC shows are stereotype as being mostly women shows and thereby alienating any potential male viewer. If SHIELD can bring some male demos (and young to boot) than just maybe it could help grow the key demos for other ABC shows.

  • Tom

    After that “Back To The Future” ending with the levitating car, I thought ABC might be aiming for the 13- 17 male demo.

  • me

    It will be the same old thing: beginning next week, the ratings will start to drop (see: Heroes, Alias, any other clone). They will continue to drop until the network gets nervous. Whedon will be called in to try and save the show. He will retool it, get rid of a character or 2 to get publicity, and change the timeslot. None of it will work; the show will then be cancelled.

  • Sade

    ^ That described almost every single show, ever.

  • Robert

    It was a snoozer. Why didn’t they use lesser known heroes instead of these boring ones.

  • Stu

    Yeah college kids on food stamps, children and men with no buying power. It makes real sense to target that audience. Who is sponsoring the show Toys r us, popular mechanics. Bet the college boys will get a lot of dates when they say oh I have to leave to watch Agents of the shield. Bunch of Morons.

  • Ian9outof10

    It was pretty terrible, I honestly didn’t think it was a good start. But Wheedon ALWAYS does this, slow start, amazing middle and end. The problem is, networks don’t have enough patience for that.

    Will be VERY interesting to see how it does next week in terms of both ratings and story.

    I thought Blacklist was a better pilot, but that show may end up being boring too.

  • E.S.


    Just like all other broadcast network dramas. Cable has set the bar that no 24-episode show on ABC, NBC, CBS, or FOX can reach.

  • Ryan

    Lololol at all the haters. This show drew ABC’s highest premiere since 2009, with a male-skewing, young-skewing, wealthy-skewing audience that ABC sorely needs. All of this WITHOUT a lead-in like the Voice or the Big Bang Theory. ABC can plug this show into any slot it needs to get good results. This is a legitimate hit, unlike their renewed drama Nashville from last season.

  • Josh

    If only Last Resort had premiered this season.

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