NETWORK UPDATE: BIG BROTHER and MOTIVE each gained 0.1 in final numbers.
WEDNESDAY CABLE: WE’s entry into original scripted programming wasn’t very auspicious, with a 0.07 rating for the debut of THE DIVIDE. (It went up to 0.1 with additional runs, and in the network’s core audience of Women 50+, it was all the way at 0.5.) However, the show got (and deserved) generally good reviews, and WE got what it wanted out of the launch, which was people talking about the network as something other than a repository of reruns and reality shows. The news wasn’t good for 2 bubble dramas: THE BRIDGE (FX) dropped 0.2 from last week’s season premiere to a wan 0.3, while GRACELAND (USA) slipped 0.1 to 0.4. (Its lead-in SUITS stayed at 0.7.) On ABC Family, YOUNG & HUNGRY (0.38) and MYSTERY GIRLS (0.22) were close to last week. On TV Land, HOT IN CLEVELAND (0.2) and JENNIFER FALLS (0.17) were similarly stable. On the unscripted side, A&E’s DUCK DYNASTY was the highest rated show of the night at 1.4, followed by BIG SMO, down 0.2 at 0.5. On MTV, TEEN MOM was at 1.2, followed by VIRGIN TERRITORY at 0.5. ESPN’s ESPY AWARDS were at 1.1, up 0.1 from last year’s edition.
A solid hold for Extant gave CBS the night.
In addition to the traditional adult 18-49 ratings grids below (for last night, the same night last year and same night last week), please take a look at our new chart further down the page with even more ratings detail for each program last night, including other important demographic segments and total audience size.
CBS: EXTANT slipped only 0.1 from last week’s premiere to 1.5. As the chart below indicates, it was even stronger with Adults 50+, who made it the most-viewed show of the night, even more than its lead-in BIG BROTHER–although Brother was well ahead in 18-49s, up 0.1 from last week to 2.0 (and it was particularly strong in advertiser-friendly 18-34s). At 10PM, a CRIMINAL MINDS rerun beat original programming on both ABC and NBC with 1.1.
NBC: TAXI BROOKLYN slipped 0.1 to 0.8, although that was a better hold than its rerun AMERICA’S GOT TALENT lead-in, which fell 0.2 to 1.3.
ABC: MOTIVE dropped 0.1 to 0.7, below all of the network’s reruns (which were led by MODERN FAMILY at 1.1).
FOX: SO YOU THINK YOU CAN DANCE slipped 0.1 to 1.1.
CW: Reruns at 0.3/0.2.
The broadcast networks air their regular summer Thursdays tonight, but it’s a busy night on cable, where USA premieres dramas RUSH and SATISFACTION, and FX launches comedies MARRIED and YOU’RE THE WORST.
DEMOGRAPHIC DETAIL
The chart above looks at nightly numbers beyond the fundamental adult 18-49 rating. For each program, we have listed the three key demographic ratings for advertisers (from youngest to oldest): adults 18-34, adults 18-49, and adults 25-54. While the vast majority of commercial time is sold on the basis of 18-49 delivery, 18-34 and 25-54 are important for particular categories such as fast food and pharmaceuticals, respectively. Continuing across the page, the demographic share section provides a snapshot of each program’s skew across major segments (women 18-49 vs men 18-49 vs adults 50+). A perfectly balanced audience (equally male and female, equally younger and older) has the same share level in each group, while a difference of 2 or more share points is usually significant. The final column lists the broadcast measure of viewership: the number of total viewers for each program (ages 2 or more), expressed in thousands of people.
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