The CW’s 18-49 ratings have fallen a tenth of a point compared to last fall (0.8 vs. 0.9)*, and it’s easy to pinpoint where the decline has come.
(*Network averages are “most current” — a combination of Live +7 and same-day — through Dec. 13. Individual show ratings cited below are all same-day, through Dec. 20.)
Last fall “The Originals” averaged a 0.63 rating in adults 18-49 on Monday nights. This fall, “Crazy Ex-Girlfriend” draws a 0.29 in the same spot — a drop of more than 50 percent year to year. Ratings for “The Vampire Diaries” have also fallen off by about 30 percent (0.8 last fall, 0.55 this fall) — so there, in a nutshell, is your decline.
Ratings for “The Originals” have also fallen more than 30 percent, but they’re about equal to “Reign’s” performance in the post-“Vampire Diaries” spot last year. “iZombie” is running well below what “Supernatural” did on Tuesday last year, but “Supernatural” has improved Wednesdays by just about the same amount compared to “The 100” last fall.
“The Flash” (1.41 vs. 1.53 last year) is down a little, but “Arrow” (1.04 vs. 1.01 last year) is up slightly. The CW as a whole is basically Even Stephen (Amell).
Looking ahead to the rest of the season, “Legends of Tomorrow” will likely provide a ratings upgrade at 8 o’clock Thursdays, at least in the early going. If “TVD” and “The Originals” can maintain their current numbers after moving to Fridays, that will be an improvement as well.
Which brings us back to “Crazy Ex-Girlfriend.” As fresh and as creatively daring as it’s been, it’s doing so in front of a very small audience, even by CW standards. Its same-day ratings aren’t good, and the delayed ones aren’t much better — through 12 weeks, it grows only a tenth of a point (0.3 to 0.4) in Live +7 ratings.
The CW has had a pretty good run in development of late, and it’s serving the superhero and supernatural niches pretty well. That will surely continue in the coming pilot season, and with a couple of smart pickups it wouldn’t be hard to envision the network gaining back the little bit of ground it’s lost so far this season.