We know the CW has a crack PR team, and I’ve been waiting for the TV media to fall under their spell over the network’s season averages. Frankly, I’m surprised it’s taken this long.

Last year the CW made several well-received moves with its fall schedule, introducing the buzzy new show “The Vampire Diaries,” turning Sunday nights over to its affiliates, and moving long-running drama “Smallville” to Friday.

Perhaps not coincidentally, the network’s long-falling ratings finally stabilized.

via Media Life Magazine (emphasis mine)

Problem is, the only way the CW’s ratings are “stabilized” is by comparing their ratings this season to last season’s including their now abandoned loser of a Sunday night.

If you compare their season average CW target women’s 18-34 ratings on Monday-Friday they’re down 10% for the five day period, and down every single night except Thursday. That’s worse, but not significantly so, than the other broadcaster’s adults 18-49 ratings drops, and hardly “stabilized”

Here’s the women’s 18-34 ratings CW nightly breakdown (through 5/10/09):

Monday: 2.3 vs. 2.6, down 12%

Tuesday: 1.3 vs. 1.8, down 29%

Wednesday: 1.4 vs. 1.9, down 26%

Thursday: 1.8 vs. 1.2, up 50% (yay, Vampire Diaries!)

Friday: 0.8 vs. 0.9, down 11%

Averaging all 5 nights together 1.51 vs. 1.68, down 10%

You’re getting sleepy, very sleepy….repeat after me, the network’s ratings have stabilized…

Posted by:TV By The Numbers

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