The NCAA basketball final was on CBS and a lot of people watched. How much impact that had on Monday night’s cable fare is hard to say.  Damages actually had more viewers than the previous Monday.

Damages gained back some viewers versus last week  when it only had 654,000, but the 18-49 rating didn’t change.  And 745,000 viewers isn’t exactly anything to fist pump over.   I don’t buy the rumor mongering that DirecTV will save it.  Sure, it would be nice for Sony to have someone to split the cost, since it’s obvious FX (sensibly) doesn’t want to bear the brunt of it, but they’ll be splitting a 0.2 adults 18-49 rating, too.  Even if somehow DirecTV getting it first doubled the ratings, it would still be too expensive.

For those wondering how the encore did, I don’t know, but last week it averaged 453,000 bringing the Monday total to 1.1 million.  Still way too low for an expensive scripted show. No, I don’t know what the On Demand viewing for Damages is, I just know that currently there’s hardly any commercials in it that aren’t promoting FX, so there’s currently little money being made on that.

The success of History’s Pawn Stars and American Pickers has to have hit some of the competition by surprise.  And when you couple it with WWE RAW, Intervention and other unscripted dramas, the Monday scripted class is getting beat up on in the ratings.

Still, if it is  a huge number who watch On-Demand within three days,  it could come into play since by the time Damages would come back for a season 3, Nielsen will be close to measuring On Demand (and then FX would simply include the same commercials as were in the 10p).  But for that to be meaningful I’d guess as many people would need to be watching On Demand as watched the show Monday night, and those seem like long odds.

Nurse Jackie’s and United States of Tara’s numbers for their initial Monday telecasts have taken a tumble since the premiere, but no matter, they have already been renewed for third seasons, so it doesn’t matter until next year.  For Showtime all the On Demand and additional airings probably matter more than for FX.  Showtime isn’t concerned with advertisers, only happy customers, and at least last season Nurse Jackie was Showtime’s most-watched show On Demand.

The end of Saving Grace has already been announced, so you can enjoy the final episodes unencumbered by the ratings, which weren’t great, but still were double Damages with both adults 18-49 and viewers.

Monday Cable finals via Travis Yanan:

10 Things I Hate About You
– 0.978 million viewers
– 0.6/1 HH
– 0.3/1 A18-49
– 0.5/2 W18-34
– 1.4/6 T12-17

Intervention (9pm)
– 1.572 million viewers
– 1.0/2 HH
– 0.8/2 A18-49

Christian Siriano: Having a Moment (61 minutes)
– 0.425 million viewers
– 0.3/1 HH
– 0.2/1 A18-49

Damages (61 minutes)
– 0.745 million viewers
– 0.5/1 HH
– 0.2/1 A18-49

American Pickers (9pm)
– 3.468 million viewers
– 2.1/3 HH
– 1.3/4 A18-49

American Pickers (9:30pm)
– 3.697 million viewers
– 2.3/3 HH
– 1.4/4 A18-49

Pawn Stars (10pm)
– 4.365 million viewers
– 2.7/4 HH
– 1.8/5 A18-49

True Life (10pm)
– 0.776 million viewers
– 0.6/1 HH
– 0.4/1 A18-49
– 1.0/3 W18-34

Tori & Dean: Home Sweet Hollywood (10pm, 56 minutes)
– 0.816 million viewers
– 0.6/1 HH
– 0.4/1 A18-49

Nurse Jackie (10pm, 26 minutes)
– 0.525 million viewers
– 0.4/1 HH
– 0.2/1 A18-49

United States of Tara (10:30pm, 27 minutes)
– 0.414 million viewers
– 0.3/0 HH
– 0.2/1 A18-49

TNA: Impact (128 minutes)
– 1.195 million viewers
– 0.7/1 HH
– 0.5/1 A18-49

Saving Grace
– 1.758 million viewers
– 1.2/2 HH
– 0.4/1 A18-49

Adventure Time
– 2.497 million viewers
– 1.5/3 HH
– 0.3/1 A18-49
– 1.3/5 T12-17
– 4.0/15 K2-11

WWE Raw (9pm)
– 4.301 million viewers
– 2.6/4 HH
– 1.6/4 A18-49

WWE Raw (10pm, 67 minutes)
– 4.895 million viewers
– 2.9/5 HH
– 1.8/5 A18-49

Celebrity Fit Club (9pm, 90 minutes)
– 0.803 million viewers
– 0.6/1 HH
– 0.4/1 A18-49

Price of Beauty
– 0.638 million viewers
– 0.5/1 HH
– 0.3/1 A18-49

Posted by:TV By The Numbers

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