Friday, 16 September 2011

Programming Buzz from Zenith: NBC Previews New Sitcoms, Survivor Returns, The CW Falters – Wednesday, 9/15/11

NBC Previews New Sitcoms, Survivor Returns, The CW Falters – Wednesday, 9/15/11

Last night, three networks premiered new and returning content throughout the night. Set in the South Pacific, CBS’s season 23 opener of Survivor returned to the Wednesday 8pm time period to kick off the night. Attracting 8.7 million viewers (2.6 A18-49 Rtg), the CBS staple delivered better demos than the season 22 premiere on 02/16/11, though was unable to match its year ago season 21 debut on 09/15/10, declining by 1.2 million total viewers.

Taking advantage of the America’s Got Talent finale, NBC positioned its newest comedy, Up All Night, (starring Christina Applegate, Will Arnett and Maya Rudolph) to follow at 10pm. The preview, regularly scheduled for Wednesdays at 8pm, posted a solid 9.9 million viewers (3.2 A18-49 Rtg), while retaining a stellar 80% of its lead-in AGT audience. The comedy also out-delivered its year ago time period occupant, the first half hour of Outlaw. Unfortunately, Hank Azaria’s Free Agents (10:30pm) had more trouble sustaining performance, averaging 5.7 million viewers (1.9 A18-49 Rtg), a drop of 42% and also lower than the second half hour of Outlaw a year ago.

On Day 2 of its own premiere week, The CW’s latest non-scripted series H8R, hosted by Mario Lopez, and featuring interviews with Snooki and Jake Pavelka, took up the 8pm residence, pushing the season 17 premiere of America’s Next Top Model to 9pm. H8R was weak from the start, averaging just over 1.2 million viewers (0.5 A18-49 Rtg) and earning only half of the year ago week 2 Top Model audience. The network's Top Model premiere fared a bit better, growing 33% in overall audience (1.6 million, 0.7 A18-49 Rtg) from its H8R lead-in. However, versus the previous two cycles, which aired in the 8pm timeslot, Top Model under-performed across total viewers.

Though NBC’s Up All Night 10pm preview started off strong, it faces much tougher competition in its regular timeslot at 8pm next week, as CBS' Survivor, ABC's The Middle and its biggest threat, FOX's X-Factor, will have an impact, while NBC's freshman will also be without the benefit of an AGT lead-in.

Source: Nielsen, based on Live data

posted by Strategic Resources @ Zenithmedia at 6:04 PM

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