[opendtv] NBC Series Saved by Delayed Viewership
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: undisclosed-recipient:;
- Date: Tue, 26 Jun 2012 00:29:43 -0400
NBC Series Saved by Delayed Viewership
By BILL CARTER
June 24, 2012
The narrative about the new NBC drama "Smash" this spring,
promulgated largely by critics and bloggers, centered on the show's
serial failings: it did not live up to its pilot; it alienated
viewers with sappy writing and acting; and the only reason NBC
ordered a second season was because Bob Greenblatt, the top NBC
entertainment executive, decided its fate based on his heart, not his
head.
The bottom line was that "Smash," after weeks of deteriorating
ratings, was a flop.
So how did such a disaster wind up tying for the top position at 10
p.m. among viewers most coveted by network executives - those 18
through 49 years old? The answer lies with the digital video
recorder, or DVR.
Negative reports about the performance of "Smash" generally took into
account only how it had fared on the first nights that it was shown
on NBC. As is now the case in prime time, however, a show's true
popularity can no longer be assessed by instant analysis.
The first-place 18-49 ranking for "Smash" occurred in what is known
as the "live+7" ratings, which include playback of recorded
television shows over one week.
On average, "Smash" added 2.5 million viewers over seven days of
playback and averaged a 3.3 rating in the 18-49 category. No 10 p.m.
network show did better in that category. Two CBS dramas, "Hawaii
Five-O" and "C.S.I.," each scored a 3.3 also.
...
http://www.nytimes.com/2012/06/25/business/media/nbcs-smash-owes-renewal-to-power-of-delayed-viewership.html
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