Masked Scheduler's Ratings Smackdown

OK boys and girls ready to play one of my favorite games that I like to call WHO HAD THE SUPER BOWL LAST NIGHT (a little shout out to BILLY ON THE STREET there).
I have always thought of the audience for a major sporting event on a broadcast as a “borrowed audience”. There is this irrational (in my opinion) belief that we can turn viewers for the SUPER BOWL into viewers to other shows on the network. That’s why I always advocated putting a big episode of your most popular show after the SUPER BOWL; make it a celebration of the show. Also make some money by announcing the show in the upfront in May.
I would get pushback of course and my argument would be look at the ratings the day after every SUPER BOWL and tell me which network carried it. You would be wrong more often than you would be right.
At FOX our head of reality Mike Darnell delivered to us a two hour special called THE GLUTTEN BOWL. It was a competitive eating extravaganza that had several of us on the floor in hysterics. Even our button-down CFO Del Mayberry couldn’t hide his glee when I showed it to him.
I tried to convince my bosses that if we promote this to tens of millions of drunken viewers in the SUPER BOWL, and aired it the following night, it would be a ratings home run. They preferred to promote ALLY McBEAL and BOSTON PUBLIC. After all we were going to find out that Ally has a daughter. How can America not tune in?
Well Tuesday morning we get the Monday ratings and if you played WHO HAD THE SUPER BOWL LAST NIGHT you probably would not have put your money on FOX.
My point is if you want to capitalize on the momentum of the SUPER BOWL promote and air something that might appeal to the borrowed audience.
By the way, anyone remember who played Ally’s daughter?
Last night’s schedule
MONDAY NIGHT RAW (USA L+SD and LIVE)
KU/K STATE (ESPN) Yet another Big 12 Thunderdome game
24 LEGACY (FOX L+SD) Keep telling yourself it’s a comedy
JANE THE VIRGIN (CW mostly LIVE)
...Now I’m going to talk about last night’s JANE THE VIRGIN so if you haven’t seen the episode STOP HERE. I’m not going to give anything away but STOP
Are they gone?
I love love love JANE THE VIRGIN. If I had a Mount Rushmore of pilots it would be right there with THE COSBY SHOW, ER and MODERN FAMILY. This show has heart, family, smarts up the wazoo and is one of the most creative shows on television. JTV plays with the medium like few shows on television today and it has maintained this level of excellence through its three seasons.
OK now I’m going to talk about Rosalind Shays. She was a character on LA LAW and, over 25 years ago, she met her demise in what many of us feel was one of the most shocking moments in the history of television. Well last night JANE THE VIRGIN took that moment and turned it on its head resulting in about three minutes of outstanding television.
At the end of last night’s episode we say goodbye to one of the central characters on the show. When Rosalind Shays fell down that elevator shaft I’m sure there where viewers falling off their couches screaming “HOLY S**T!!” JTV took a very different approach. The Masked Wife and I were watching the episode when something happens in such a quiet and subtle way that we looked at each other and said, “What just happened?”
An intense sadness came over us as the realization hit home. What makes JANE THE VIRGIN so special to me was we were not alone as this life changing moment was happening. We had the narrator to hold our hand and guide us through the moment; but more importantly, what JTV did at this unsettling event was give us hope. We see something and the narrator tells us it’s all going to be OK. Stay on Jane’s journey she needs you and we need more shows like this.
The first two seasons are on NETFLIX.
Follow me on Twitter at @maskedscheduler
Questions masked.scheduler@gmail.com

Broadcast primetime live + same-day ratings for Monday, Feb. 6, 2017

The numbers for Monday include an NBC show hitting a series low, and two freshmen series scoring strong numbers:

Time Show Adults 18-49 Rating/Share Viewers (millions)
8 p.m. The Bachelor (ABC) (8-10 p.m.) 2.3/8 7.35
Kevin Can Wait (CBS) 1.5/5 7.85
24: Legacy (FOX) 1.5/5 6.19
The New Celebrity Apprentice (NBC) (8-10 p.m.) 0.9/4 3.43
Supergirl (The CW) 0.7/3 2.4
8:30 p.m. Man with a Plan (CBS) 1.4/5 7.23
9 p.m. APB (FOX) – P 1.5/5 6.11
Superior Donuts (CBS) 1.3/5 7.31
Jane the Virgin (The CW) 0.3/1 0.98
9:30 p.m. 2 Broke Girls (CBS) 1.3/5 5.95
10 p.m. Scorpion (CBS) 1.2/4 7.71
Quantico (ABC) 0.7/3 2.68
Timeless (NBC) 0.6/2 2.94

 

Following its series premiere Sunday night, “24: Legacy” scored a 1.5 rating in adults 18-49 with 6.19 million viewers, holding strong as it moved officially into its regular Monday night time slot. This was, of course, lower than its post-Super Bowl premiere numbers (1.7 and 6.5 million), but that’s to be expected.

Also on FOX, “APB” made its series premiere on the network, tying “24: Legacy” with a 1.5, and scoring just slightly less with 6.11 million viewers. “The Bachelor” scored the top rating of the night, once again, maintaining a 2.3 rating for the second week in a row, while “Quantico” dropped one-tenth from a 0.8 to a 0.7.

“Timeless,” however, hit a new series low on NBC after dropping three-tenths from its previous 0.9 to a 0.6. “The New Celebrity Apprentice” took a minor hit on the network also, falling from a 1.0 to a 0.9.

“Supergirl” (0.7) and “Jane the Virgin” (0.3) both held strong on the CW, while “2 Broke Girls,” (1.3) “Scorpion,” (1.2) “Man with a Plan,” 1.4) and “Kevin Can Wait” (1.5) all continued to perform well for themselves on CBS. “Superior Donuts” made its move to Monday nights as well – following its premiere last Thursday – and predictably dipped from a 1.9 to a 1.3 on the network.

Network averages:

ABC FOX CBS NBC CW
Adults 18-49 rating/share 1.8/6 1.5/5 1.3/5 0.8/3 0.5/2
Total Viewers (millions) 5.85 6.15 7.21 3.27 1.69

 

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

11:35 p.m.

“The Late Show with Stephen Colbert”: 0.4/3, 2.5/7

“The Tonight Show Starring Jimmy Fallon”: 0.6/3, 2.1/6

“Jimmy Kimmel Live”: 0.4/2, 1.5/4

12:35 a.m.

“Late Night with Seth Meyers”: 0.3/3, 1.1/4

“The Late Late Show with James Corden”: 0.2/2, 1.1/4

“Nightline”: 0.2/2, 1.1/4

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:Alex Welch

Alex Welch has been writing for TV by the Numbers since January 2016. In his off time he enjoys rewatching old episodes of Game of Thrones and unironically singing along to ABBA. Every now and then, he even does them at the same time. He lives in Los Angeles.

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