February 19, 2015


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Written by: Mitch Metcalf
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The AUDIENCE MAP series continues with a look at the detailed demographics for The CW’s primetime schedule for this season to date.  As a reminder, the audience shares for 30 distinct gender-age groups are displayed for each program below.  Programs in the chart are grouped by night so you can see the audience flow from 8:00 pm/ 7:00C to 10:00 pm/9:00C.  Also, we have added the number of telecasts after each program title in the charts, representing the number of originals and repeats in regular time periods.

The CW is really anchored by three shows: The Flash (with core ranging from 9 year-old boys to 49 year-old men), Arrow (males 15-34 or 15-39) and Vampire Diaries (females 15-29 predominantly).  The CW under Mark Pedowitz has done a remarkably good job at going after some of the hardest to reach (and most prized by advertisers): young men.  The 10-hour a week mini-network still has a long way to go, but they are making progress.  Other programs on the schedule feel like they are from the old CW playbook.  The Originals and Jane the Virgin and Reign skew female, but those shows struggle to get above a 3 share in even one or two micro-demographics.

Audience Map CW Prime Fall 2014 Across

The chart above color codes the audience segments by comparing the viewing levels of all CW shows against each other, across the entire primetime schedule.  In contrast, the chart below color codes the audience segments show by show, by comparing the viewing levels within each show individually.  Even the least-watched show has bright green boxes below because the bar is low enough for some demographics to jump over.  The underlying data in both charts are the same — the color comparisons are just presenting different interpretations.  Use the one that best meets your needs or preferences.

Audience Map CW Prime Fall 2014 Within

Coming next week: the AUDIENCE MAP for big awards shows like the Oscars, Grammys and Golden Globes.  Then we will take a look at original cable dramas on AMC, FX, HBO, SHOWTIME, TNT and USA, among others.

Also, check out other AUDIENCE MAP posts.


About the Author

Mitch Metcalf
MITCH METCALF has been tracking every US film release of over 500 screens (over 2300 movies and counting) since the storied weekend of May 20, 1994, when Maverick and Beverly Hills Cop 3 inspired countless aficionados to devote their lives to the art of cinema. Prior to that, he studied Politics and Economics at Princeton in order to prepare for his dream of working in television. He has been Head of West Coast Research at ABC, then moved to NBC in 2000 and became Head of Scheduling for 11 years.