Masked Scheduler's Ratings Smackdown

Some of my favorite moments in the business were when a bunch of us would spitball ideas. Once in a while something exciting would come out of it. Most of the time, we would look at each other and wonder what we were smoking.
At NBC we would have a "2:30 meeting" every day in Don Ohlmeyer's office. The senior execs would come together to share information (QMI in GE lingo), bring issues to the table for all to address and develop a shared strategy moving forward. It was a very effective meeting. This was before the era of smart phones, so we were all focused on the moment.
I bring this up because now would be a good time for network execs to give some serious thought to the 10 p.m. hour, which seems to be impacted by the factors I brought up two days ago. Something tells me that these discussions are already on the table.
Here are a few possibilities for reimagining 10 p.m. None of them are radical, but when 10 p.m. is pretty much filled with dramas, most of which are under a 1 and some hovering at a 0.5, it may be time for something different.
If I were sitting around spitballing, my fist inclination would be consistency. Right now there are three broadcast networks with 15 different shows in the 10 o'clock timeslot Monday-Friday. It may be time for a network to go back to a strip format in the hour. Here are some options:
- Some version of a telenovela
- Given the current success of Colbert, why not try a more political talk show at 10?
- Newsmagazines were once a staple of the 10 p.m. time period. There would be at least one on Monday-Friday.
- Give Dick Wolf or someone of his ilk the time period to strip their franchise.
- A one-hour game show. "Jeopardy" and "Wheel" are institutions in the prime access hour.
Those are just a few ideas. That's where we would start, and we never knew where we would end up. All I know is that it's time for some creativity at 10.
***
Yesterday's sked:
- Finished the last two episodes of "Chewing Gum" on Netflix. I really enjoyed this, but it may not be for you.
- Started "Crazyhead" on Netflix. We'll see.
- "Monday Night Raw" (USA, L+1)
- "Designated Survivor" (ABC, L+6)
- "The Leftovers" (HBO, L+2) Masked Wife and I will continue to debate why we are still watching this right up until the series finale.
- "24: Legacy" (FOX, L+1) Uh, all right.
Tweets, @maskedscheduler. Emails, masked.scheduler@gmail.com.

Broadcast primetime live + same-day ratings for Tuesday, April 18, 2017

The numbers for Tuesday include a series low for a long-running show and upticks in a couple other places:

Time Show Adults 18-49 Rating/Share Viewers (millions)
8 p.m. The Voice (NBC) (8-10 p.m.) 1.8/7 8.71
NCIS (CBS) 1.3/5 13.07
The Middle (ABC) 1.2/5 5.24
Brooklyn Nine-Nine (FOX) 0.7/3 1.92
The Flash (The CW) – R 0.3/1 0.94
8:30 p.m. American Housewife (ABC) 1.2/5 4.44
The Mick (FOX) – R 0.5/2 1.45
9 p.m. Bull (CBS) 1.1/4 10.27
Fresh Off the Boat (ABC) 1.0/4 3.67
Prison Break (FOX) 0.9/3 2.45
iZombie (The CW) 0.3/1 0.93
9:30 p.m. Imaginary Mary (ABC) 0.9/3 3.19
10 p.m. NCIS: New Orleans (CBS) 1.1/4 10.04
Trial & Error (NBC) 0.9/3 4.10
Agents of SHIELD (ABC) 0.8/3 2.47
10:30 p.m. Trial & Error (NBC) – F 0.7/3 3.17

 

“NCIS” dropped to a series low among adults 18-49 Tuesday night. Its 1.3 rating in the demographic was two tenths of a point from its previous low and off 0.3 vs. its last new episode. It was still the night’s top show in viewers by a good margin with 13.07 million people tuning in.

“Bull” (1.1) hit a season low for CBS, but “NCIS: New Orleans” ticked up a tenth of a point to 1.1.

“The Voice” (1.8) led the night in adults 18-49, up two tenths vs. last week’s one-hour episode. The last two episodes of “Trial & Error” drew a 0.9 and a 0.7, off just slightly from last week’s 0.9/0.8.

At ABC, “Agents of SHIELD” hit a nine-episode high with a 0.8, and “American Housewife” (1.2) and “Imaginary Mary” (0.9) also rose a tenth. “The Middle” matched last week’s preliminary 1.2 (it adjusted up in the finals, and “Fresh Off the Boat” (1.0) dipped a tenth.

“Prison Break” fell two tenths to 0.9 for FOX, and “Brooklyn Nine-Nine” was steady at 0.7. “iZombie” was steady at 0.3 for The CW, pending updates (it was pre-empted in Los Angeles for baseball).

Network averages:

NBC CBS ABC FOX CW
Adults 18-49 rating/share 1.5/6 1.2/5 1.0/4 0.8/3 0.3/1
Total Viewers (millions) 7.02 11.13 3.58 2.07 0.94

 

Late-night metered market ratings (adults 18-49, households):

11:35 p.m.

“The Tonight Show Starring Jimmy Fallon”: 0.6/3, 1.9/5

“The Late Show with Stephen Colbert”: 0.5/3, 3.0/8

“Jimmy Kimmel Live”: 0.4/2, 1.5/4

12:35 a.m.

“The Late Late Show with James Corden”: 0.3/2, 1.3/5

“Nightline”: 0.3/2, 1.0/4

“Late Night with Seth Meyers” – R: 0.3/2, 0.9/3

Definitions:
Rating
: Estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent.
Fast Affiliate Ratings: These first national ratings are available at approximately 11 a.m. ET the day after telecast. The figures may include stations that did not air the entire network feed, as well as local news breaks or cutaways for local coverage or other programming. Fast Affiliate ratings are not as useful for live programs and are likely to differ significantly from the final results, because the data reflect normal broadcast feed patterns. 
Share (of Audience): 
The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time. 
Time Shifted Viewing:
 Program ratings for national sources are produced in three streams of data – Live, Live +Same-Day and Live +7 Day. Time-shifted figures account for incremental viewing that takes place with DVRs. Live+SD includes viewing during the same broadcast day as the original telecast, with a cut-off of 3 a.m. local time when meters transmit daily viewing to Nielsen for processing. Live +7 ratings include  viewing that takes place during the 7 days following a telecast.

Source: The Nielsen Company.

Posted by:Rick Porter

Rick Porter has been covering TV since the days when networks sent screeners on VHS, one of which was a teaser for the first season of "American Idol." He's left-handed, makes a very solid grilled cheese and has been editor of TV by the Numbers since October 2015. He lives in Austin.

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